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In some luxury real estate markets two or three agents trade places as the top producers in sales volume, year after year.  Like in sports, there can only be one winner in this contest each year.  But, let us take a closer look at some of the nuances of this rarified realm of market leadership. 

This year the NBA Champions, the San Antonio Spurs, made basketball history by beating the Heat in 4 of the 5 games with a margin of 15 or more points. Essentially, The Spurs’ winning formula is unselfishly and continuously passing the ball until it reaches the player who can take the great vs. the good shot. This methodology requires ALL players to trust ALL teammates completely and also resist the temptation (especially for the marquee players) to take over the game and be THE HERO. 

In our opinion, this was a triumph of substance (Spurs) over hype (Heat) where the media has been glorifying the “Big Three” (LeBron James, Dwayne Wade, and Chris Bosh) as heroes.  It is a triumph for substance because the Spurs’ strategy truly represents a leap forward in the evolution of the game of basketball itself. 

This does not discount in any way the tremendous talents of LeBron James, et al. Nor, does it negate the fan’s need for sports heroes that the media can bolster in order to sell more advertisements, heroes to whom companies pay larger sums to get products endorsements.  It just represents two distinct ways to reach the top. In marketing luxury real estate we believe that substance is more sustainable over time. 

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. 

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