Apples or Luxury Real Estate: 5 Ways To Make Your Brand Stand Out !

If you are going to be top of mind in your luxury real estate market place, be sure that your brand stands out, and you are who you claim to be! Here are 5 ways to stand out:

Yesterday, we noticed a big bin of these apples brightly packaged.  They stood among the rows of beautiful apples the market was offering.  The packaging drew us in.  Here are the 5 ways this new brand of apples stood out:

1. The EPV, extraordinary promise of value: “ An exotic sweetly tart apple with intense flavors.™” In our opinion, this describes a perfect tasting apple.

2. The playful slogan: ”Seduce life with Kanzi® apples.”

3. The colorful transparent packaging: This symbolizes authenticity (what you see is what you get!)

4. The provenance: Grown in the State of Washington, known for its outstanding apples

5. The heritage: A natural cross between a Gala apple and a Braeburn apple, discovered in Belgium

And when we tasted it, we were delighted. It was a perfect tasting apple!  This Kanzi® apple is now top of mind in our world.  And we love promoting it!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

The Competitve Advantage of "Localism"

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The value of luxury real estate has as much to do with the quality of the home as it does with the home’s proximity to local lifestyle amenities. The agent or company who can demonstrate superior marketing savvy of the local lifestyle has a distinct competitive advantage.  Here is a video case study in strategic branding that exemplifies the competitive advantage of "localism".

Click to View the Video

Working with Ron and Alexandra is an absolute joy. The process of finding the perfect brand for us has been enlightening, both personally and professionally. The message of our brand rings true to our hearts and it’s easily conveyed in our logo and tag line. They nailed it! The confidence in knowing we’re the only ones who can own “our unique promise of value” is extremely empowering. After all, it’s the essence of who we are as people. To say they’re detail oriented is nearly an understatement. Ron and Alexandra take it to the next level. We are thrilled with the results and confident we’ll soon dominate in our niche market. Friends first, and now our brand developers and business consultants, we feel extremely fortunate to have them in our corner.
— Debb Janes & Bernie Stea - Harcourts - The Carl Group

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.


Are You Answering Someone’s Prayers With Your Marketing?

Marketing done right is an answer to someone’s prayers.  This is as true for marketing luxury real estate as it is for marketing products and other services.

An ad, whether online or in print, should focus on addressing the pain point of its target audience.  It should have a message that is so clearly stated that even if the reader or listener is not the target market, they can easily tell someone else about the product or the service.

Many of us watched the Super Bowl to see the commercials.  When a company is willing to pay $5 million dollars for a 30 second slot, to sell its product, we expect to be dazzled by the message and the production.  At the very least, the ads should engender a desire to buy the product the next day, or as soon as our budgets can allow it.

We chuckled at the Dorito ads.  However, neither one of us eats Doritos.  We would not buy them for a party either.  Other ads were utterly confusing when it came to messaging, like puppy-monkey-baby?  How about avocados from Mexico in outer space?  Or the Budweiser political campaign twist?  Or the new laundry soap that is better than Tide?  Funny enough, we can’t remember the name of the soap, and are not even interested in looking it up.  

Are You Answering Someone's Prayers With Your Marketing?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Being Polite and Considerate: It is as Simple, As Saying Hello!

The majority of us are tired of the politically correct noose that has reduced our language to torturing synonyms, inventing hyphenated labels, and ridiculous expressions like “vertically challenged” for someone who is very short.  We think the antidote to all that is to focus on being polite and considerate to everyone we meet.      

This post is inspired by an American ex-pat living and working in Paris.   Her recent post in “The Expat Blog” was titled “The Power of Bonjour!”   Proper greetings are the backbone of French culture, so much so that they have an expression, “Simple comme bonjour”, which translates into simple as hello, or good morning, good afternoon, good evening.  Omitting, bonjour is considered by the French as insulting as spitting in someone’s face.

The French consider Americans rude and we think they are too. The majority of us will walk into a store, notice something we like and approach the salesperson with a request:  Do you have this item in black? We walk into a restaurant and tell the host, we have a reservation at 7PM for 6 people!  Rarely do you hear a sincere greeting, like hello!  We expect the salesperson or the host to greet us without the need to respond, we want them to just move and serve us.  

In France and other European countries the proper greeting is a way to pay respect and acknowledge our equality as human beings, not as master and servant. The simple bonjour opens the door to the possibility of a mutually beneficial relationship. 

We have recently focused on taking the time to say “hello” and mean it.   We have found that this is one of the ways to bring the best version of ourselves to our game. It is as simple as “hello!”

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

2016 The Year of the Red Fire Monkey & Etiquette Tips

In Chinese culture, monkeys are considered very clever and smart. The red fire monkey is considered to be strong, dominant, and passionate.

This Saturday marks the beginning of the celebration of Chinese New Year. Beijing has declared that from Feb 7-13 is a national holiday.  This is a time when Chinese citizens book travel. In 2015, the count was 3.7 billion trips.

In California, we have a significant Chinese population. Both San Francisco and Los Angeles have Chinatowns. In great school districts such as San Marino, California, affluent Chinese have bought homes and placed their kids with nannies, so that they can benefit from the excellent school system. We heard similar stories from clients in Boston also, as many Chinese parents want their children to be prepared for attending Harvard and MIT.

Luxury retailers have come up with special themed items for Chinese New Year. Your can check them out on this blog written in Chinese with photos of the special collections. Las Vegas puts on the biggest show outside of China during Chinese New Year. Every casino has elaborate decorations, special menus, entertainment and live performances.

The NBA players will be wearing uniforms featuring their team’s name in Chinese characters. Rodeo Drive in Beverly Hills has Chinese banners, and red themes decorating their storefronts.

We have always encouraged our clients to become knowledgeable when it comes to the culture and place of origin of their luxury real estate clients.  This knowledge can facilitate understanding and mutually beneficial relationships.

Here are some important etiquette tips: 

Don’t use white or give gifts that are white (white is a symbol of death)

Don’t use the number “4” (unlucky number) 

Don’t use red writing in correspondence or ads

Do use: 

Lucky colors: gold, blue and red

Lucky numbers are 1,7,8.

Lucky flowers are chrysanthemums and alliums

Happy Chinese New Year!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

 

Common Courtesy: An Uncommon Idea That Can Enrich Your Life

How do you feel when your calls or emails are not returned when you are attempting to create new high-trust relationships?  Do you give the person the benefit of the doubt that the timing of your value proposition may not right?  Do you conclude that you may not be a match, and just move on? Or, do you take it personally?

Recently we reached out, both by email and by phone, to several broker-owners (and managers) of top luxury real estate firms to introduce ourselves and set up face-to-face meetings while we were traveling on business in their town.  We communicated our EVA (Extraordinary Promise of Value) very succinctly. We let it be known that we only work with one company within a given marketplace, although we may work with several agents in the same area providing that they work in non-competing niches.

We had only one free day on that trip to schedule these meetings and actually set up three of them. Most of the broker-owners or managers took our calls. One was just too busy to meet but helped us connect with some agents. Another, one said that he was not interested at this time.

Some did not respond to our email or our calls.  But, one broker-owner of a top independent firm called from out of the country, while on vacation to say, “I am calling to give you the courtesy of returning your call” even though he was not ready to discuss engaging our services at this time.  His was a class act!  It was instantly obvious to us how he and his partner (his wife) set the tone for their company to achieve $2 billion dollars in sales two years in a row.

We always respond to the phone calls or email (providing our name actually appears in the salutation) of those who clearly communicate their value position, even if we are not interested in becoming a customer or client. There is no excuse not to jot off a quick email or text that says, “sorry, too busy right now to chat” or, “thank you, not interested at this time”.  And, it makes everyone feel good (even you).

Common courtesy apparently is not that common. It is an idea that not only can set you apart from your competition, but also enrich your life!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Attract More Business By Discovering Your “Inner Hero”

One of the true luxuries of life is discovering your own resourcefulness, your “inner hero”. As a luxury real estate marketing professional look for ways to become a local hero. It is a great way to become better known in your community and thus expand your potential referral base, because you will gain a reputation as a problem solver. But, more importantly, you will gain more certainty of your abilities. 

Here is an example of someone who discovered her inner hero by becoming a local hero.

The water hyacinth may look like an undamaging, even gorgeous flowering plant. Actually, it is an invasive aquatic weed that clogs waterways throughout the world. 

Water hyacinth is one of the fastest growing and virulent plants known. When not controlled it will cover lakes, rivers and ponds and dramatically impact water flow. Left unchecked it blocks sunlight, starves the water of oxygen, often killing fish and can become a prime habitat for mosquitos that can spread disease.

In Lagos, Nigeria it has stopped commerce, interfered with schooling and disrupted daily life.  But, one woman, a “green entrepreneur”, Achenyo Idachaba, saw an opportunity to turn weeds into beautiful woven products.  

Schooled in the USA, this modern “alchemist” returned to her native country and discovered a way to transform adversity into prosperity.  She orchestrated communities of workers to dry the plants and create rope, furniture, handbags that generated revenue. 

Discover your inner-hero, your inner resourcefulness. That alone can help you attract more business.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Open Door Labs Is Here: Is Your Real Estate Job In Jeopardy?

It looks like self-driving cars will become the norm in the not so distant future. But, will self-selling homes be the next wave? If startup OpenDoor Labs, Inc. succeeds the future begins right now! Is your job, as a luxury real estate marketing professional, in jeopardy?

In Phoenix, Arizona OpenDoor Labs is already offering sellers immediate cash (below market value) and quick closes for their homes, with no need for a listing broker.  They then put the homes back on the market and are netting an average of $10-15,000 (after renovation costs and broker commissions to buyer representatives). 

So far, they have bought over 500 homes with an average price of $230,000 and sold 300 of them. They charge sellers between 7% and 12% in fees and the seller selects the closing date.

Their unique, 24-hour, self-serve “open houses” are quite remarkable.  They let it be known that video cameras are in use to prevent vandalism. To gain entry to the home, you text a password to a phone number and enter a code to unlock the front door.  In the house there is a plaque with the instructions on how to buy an OpenDoor Home.

We do not think that this a threat to luxury real estate which represents the top 10% of the price range of homes.  But, it could signal a change in the industry at lower price points. 

What do you think?  Is Your Real Estate Job in Jeopardy?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

The Essence Of Marketing: Communicate Your "E. P. V."

The best luxury real estate marketing accomplishes what great marketing does for any product or service. It clearly articulates and communicates your Extraordinary Promise of Value (EPV) to your target market. It magnifies the “pain or stress points” and promises to alleviate the pain.  Essentially, it is the answer to the prayers of your target market.

If you are a fan of Shark Tank you may have heard of The Beard King.  Their slogan is “Fear the Beard, not the Mess”.

The Beard King is a bib that you tie around your neck and then attach the corners to your mirror using its built-in suction cups.  When you trim your beard the bib catches your shaved facial hair and prevents a mess to occur in the sink and counter. This makes cleanup easy for guys and averts aggravation for gals when those pesky missed facial follicles wind up in their make up or on the counter.

To amplify the pain this hilarious video, that reportedly has gone viral, goes for the male jugular: the possibility of no sex if the problem is not solved. And, it appeals to women who very well might be the one who purchases The Beard King for her beau. A better sex life is one compelling EPV!

In marketing luxury real estate one of the greatest pain points is a concern about not being able to trust the person you hire to list your home.  To alleviate that stress you need to be able to let your target market immediately know that you share their values, you understand their particular needs and can thus be trusted.

Communicating your Extraordinary Promise of Value to your target market is the essence of marketing.  If, and only if, it is your personal style, humor can be a great way to accomplish this.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Details Make Perfection, And Perfection Is Not A Detail!

The title of this post is a quote from our favorite muse, Leonardo da Vinci.  This Mini has the wonderful details of a racing flag on the rear view mirrors, which highlights the bright yellow paint color of the body.  This detail in our opinion makes it perfect!

Details often complete the look and feel of the brand and its logo.  Although they may seen unimportant in the whole scheme of things, it is what makes a brand stand out.  It may amount to a thin line, a pop of color, or an unexpected image.  Combined they give the design cohesiveness and makes the brand remarkable and unforgettable.

If you ever find yourself in Milan, make a point of visiting the Museum of Science and Technology dedicate Leonardo da Vinci.  It is an inspiring place where they have created working models based on Leonardo's drawings.

Happy Friday

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Is Your Logo Eligible For A Copyright © ?

Does your luxury real estate logo consist of simple geometric shapes or text? If so, it may not meet the threshold of originality needed for copyright protection and could end up in the public domain. 

That is the case of Airbnb, the website where people list, find and rent lodging. Airbnb has over 1,500,00 listings in 34,000 cities and 190 countries.  It started in 2008 and has experienced hyper-growth due to its very clear, simple and easy to understand value proposition.  Their logo may be over-simplified but their messaging, i.e., their slogans are spot on.

In the past 18 months Airbnb has introduced the new logo that they call “the Bélo” which stands for belonging and their slogan “Never a Stranger” to reinforce the notion of belonging.  Their magazine is called “Pineapple” which is a classic symbol of the intangible assets we appreciate in a home: warmth, welcome, friendship and hospitality.

Conceiving of slogans or taglines is one of the biggest challenges in strategic branding. The process of developing a slogan for our clients in the luxury real estate industry is no different than crafting a slogan for a major global brand.  It involves the distillation of their unique promise of value into just a few words.  One word is even better and a contraction of that word, like “the Bélo” is a stunning feat of branding!  But, make sure your logo is eligible for a copyright.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Marketing You After The Sale: A Smile Worthy Closing Gift!

As a luxury real estate marketing professional, it would be a good idea if you give closing gifts to choose one that will make remind the buyers of you.  We have always felt that the best closing gifts are the ones that keep giving, growing and smiling.

This lovely potted house will be a conversation piece, and no doubt your name will be brought up.  It will continue marketing you long after the sale of the home. We spotted this delightful planting at our favorite garden art and nursery, Woeste's in Los Olivos, in the Santa Barbara Wine Country.  This would look great at the entry way or on a patio.  

Happy Tuesday,

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Great Packaging Sells And Gives You The Leading Edge!

You know that great packaging sells from your own experience as a consumer.  The majority of consumers base their buying decisions on perception. As a luxury real estate marketing professional, you give great advice to your clients when you recommend that they stage the home before putting it on the market. But, are you taking your own advice when it comes to your presentation materials, your web site, and your brochures?

We loved the look and feel of the menu at the River Horse Restaurant in Park City.  It was a clear signal that we were dining in a special place, just by looking at the design of the menu (pictured above). This was confirmed by the superb food, and service. 

We recently met with a very successful independent real estate firm who insists that ALL their agents use the company’s exquisite presentation kit regardless of the price of home they intend to list.  It truly is above and beyond the competition's materials.

Most firms do not provide this caliber of marketing materials, so it is up to you to come up with a beautiful presentation that shows your ability to heed your own advice.  Do not be tempted to present a DIY package, which can signal that you are cheap when it comes to marketing yourself. The logical conclusion is you will be cutting corners when it comes to marketing their property. 

One of our clients recently beat out six of the top agents in their marketplace for a prestigious listing because their marketing materials were far superior than their competitors’.  Remember the majority of consumers base their buying decisions on perception.  Use this to your advantage!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Does Your Headshot Need Updating - Part 4

We have worked with several awesome power-couples, many are market-leading teams and many are on track to dominate their niche. We know it is not for everyone. But, in marketing luxury real estate there is power in being a husband and wife team if you are cut out for it.

For us, as brand strategists for the luxury real estate industry it has been a key component of our winning formula.  Working as a team has kept us young at heart. It has been ten years since our last headshot.  We are still in love with our work and each other. 

So, find a professional photography that can capture the essence of your spirit and your personality.  And, capture the best version of YOU!

 

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

2016 Theme: Always Bring the Best Version of You to the Game - Part 3

2016 is the perfect time to shift gears and redefine your approach to the game of marketing luxury real estate.  Shift the focus of your game from marketing real estate to marketing YOU, the best version of you, that is!

The shift comes down to three strategies. First you need to get 100% clear about your own value and your extraordinary promise of value to your target market.

Second, your new game must become one of creating more high-trust relationships and potential referral sources than your competition. This is the very thing that most agents are reluctant to do and the reason why there is no crowd on the leading edge.

Third, imagine if your website contained the perfect sales pitch of YOU, the best version of you.  It would become your “silent salesperson”.  And, it would make it easier for your referral base to spread the good word about you, faster!

Shift your focus from marketing luxury real estate in 2016 to marketing YOU, the best version of you. And, watch what happens to your bottom line!

Part 1     Part 2

 

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

2016 Theme: Always Bring The Best Version of You To The Game, Part 2!

The inner-game of luxury real estate marketing centers on consistently bringing the best version of YOU to the game.  Whenever you are on a listing presentation, negotiating a transaction, showing property or marketing yourself, you ALWAYS have the choice of which version you to bring.

One of the best techniques we have seen for consistently playing at your “A-Game” level is inspired by retired athlete, Steve Nash, of the Phoenix Suns (and most recently of the L.A. Lakers).  Whenever he was up for free throws you could see him visualizing making the baskets and going through the motions, in between the actual shots.  He would do this while the players were coming on or off the bench and the refs were getting ready to give him the ball. 

What is amazing about this technique is just how much time there is to practice your A-Game.  We are debunking here the myth that “there just is not enough time in the day”! You can practice your A-Game in your mind while you are in the shower, while you are on the “throne”, while you are brushing your teeth, on and on!

The results will show up in the quality of the actual time, the action part of your day. By upping the quality of your action hours, you will gain more energy and make more money, which will afford you more free time. We challenge you to test this for your and let us know how it goes!  Just keep reaching for the best version of your self and bring that to your game!

Part 1

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

2016 Theme: Always Bring The Best Version Of Yourself To The Game!

In January 2015 we declared that “Vitality” was the theme of the year and indeed it was. In 2016 our annual theme is inspired by one of our heroes, Kobe Bryant, who is retiring from a stellar basketball career this year.

In a recent TV interview Kobe spoke of his current role as a teacher to his fellow Lakers and summed up his advice in very simple terms: “Always bring the best version of yourself to the game!”

From our perspective, your career is your game.  Many see their work life as just a means of survival, to pay the bills. We see our career as a vehicle for self-discovery, self-actualization and our way of empowering others to win their game.

We believe that human beings do have a choice as to which version of themselves is brought to every situation and every interaction they have with others. This applies even to times when you are alone.

In fact, the art of bringing the best version of you to the game could very well be the most rewarding game of all. It is a game that takes practice, so you might as well have fun playing it.  That means giving yourself credit when you win at it and not being hard on yourself when you miss the mark.

So, as usual, we invite you to join us on the adventure of applying this year’s theme.  Let us know how it goes!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Happy New Year To All!

Write it on your heart that every day is the best day in the year!
— Ralph Waldo Emerson

We wish all of you a wonderful 2016!  May Your All Dreams and Wishes Be Fulfilled! 

Cheers, 

Ron & Alexandra Seigel

Get Your Facts Right!

Israli Pork.jpg

Recently, we dined at a restaurant that featured “Israeli Za’atar Marinated Pork Skewers on their menu and we were dumbstruck by the incongruence of such an offering.  Was this a brazen attempt at political “incorrectness” as part of their brand strategy to be edgy?  If not, they could have used the word "Mediterranean instead of 'Israeli'". Or, was it simply not getting their facts right?

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Za’atar is an herb mixture of dried oregano, thyme, marjoram mixed with toasted sesame seeds and salt (and often other spices such as sumac). Variations of this condiment are popular throughout the entire Middle East.  Pork is restricted in Jewish dietary laws (in the Hebrew Bible) and also in Islamic dietary laws (in the Muslim Quran).

We objectively concluded that it was ignorance for this reason based on our branding logic:  If edginess was part of their brand position this core value would be reflected throughout their entire menu and décor. And, it was not.

Alexandra’s father was a shrewd negotiator of oil leases in the Middle East where he worked for several multinational oil companies as a consultant. He was known for his impeccable integrity and fairness.  He was often offered bribes, which he flatly refused.

Once he was asked if there was anything that could be offered to him that would sway a negotiation in favor of one side.  And, he answered, “Yes!  I will fix the situation in your favor if you bring me a pound of kosher bacon”.

The guilty party felt elated seeing a clear path to victory for his side. He then proceeded to contact the head rabbi in the area to find out where he could obtain some kosher bacon. He left embarrassed, but with tremendous respect for Alexandra’s dad.

The moral of the story for luxury real estate marketing professionals:  Get your facts right because people are not as dumb as you may think they are.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

The Art of Presentation: Making the Ordinary Extra-Ordinary!

As a luxury real estate marketing professional understanding the art of presentation is paramount if you want to aspire to or remain the market leader in your marketplace.  Opportunities for studying presentation abound, all you have to do is focus.

Last evening we ordered a Caesar Salad.  What caught our attention is that the description was unusual.  The menu described it as wedge of Caesar.  We had to order it (pictured above).  This epitomized the art of presentation.  The chef made the Caesar Salad, Extra-Ordinary!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.