When some people think of luxury they associate the word with a lifestyle of conspicuous consumption, and with being ostentatious, flashy, affected, showy, brazen, flamboyant, and pretentious. This has given luxury a bad name. For us, luxury is about reaching for the best that life has to offer because it is there to be enjoyed by you, not to impress others, and also because it affirms that you can have whatever makes you happy. When in comes to others, luxury is about having class in the way you interact with everyone you encounter, simply because it feels good.
Class is both elegance in style, and excellence in whatever you create. Having class implies that you know how to find the “high road” and consistently choose to take it. Class is not the exclusive purview of the rich and famous. It is accessible to everyone.
As a luxury real estate marketing professional your personal brand is an opportunity to instantly demonstrate that you are someone who has class, and to continuously fortify that fact in the minds of your target market. It is also a vehicle to attract others who have class by making it easy for them to spread the word about YOU to like-minded individuals.
Recently, a previous client of ours, Maurice Tegelaar, a top agent in Sonoma, California, needed a quick augmentation to his website to help secure a very prestigious listing. We were able to re-arrange our schedule and mobilize our team to accommodate his very brief window of opportunity.
A couple days after completing the project we received a hand-written thank you note and a box of chocolate from a local wine country chocatier. Sure, he sent us an email thank you. But this extra touch showed class! It also demonstrated the consistency in his personal branding.
Notice that his brand strikes the perfect balance between formality and informality that exemplifies the best of the wine country. There is no pretentiousness here, just simple elegance. It is a luxury to have Maurice as a friend and it is a pleasure to refer him, with complete confidence, to anyone looking for a great agent in his area of expertise.
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.
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