In marketing luxury real estate, a cookie cutter approach, in describing your extraordinary promise of value, will not cut it! An emphasis on the emotional reasons to engage your services vs. logical ones will make the difference.
Luxury consumers use logical reasons to justify their emotional reasons and not the other way around. Therefore, it is best to engage luxury consumers with an emotional/experiential story about YOU and/or your company.
Take a lesson from luxury car ad companies. When they are selling a Porsche, they talk about the “driving pleasure--experiencing the thrills of the road.” Mercedes’ recent tag line is “the best or nothing!”
The same type thinking has to be part of your messaging when promoting your services. Your audience thinks in terms of the unique value experience and appreciates the inherent value of service.
One of the top producers we have worked with tells her story simply. She was a single mother working at a wig factory gluing hair at $8.00 an hour. Within three years in real estate, she earned a high six-figure income and her son was going to private school. Would you not want to work with someone of this caliber?
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.