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.