More Popular Articles >

By Ron & Alexandra Seigel, Partners--Napa Consultants, International

Know Your Luxury Brands - Get the Competitive Edge

As a luxury real estate marketing professionals you can benefit greatly by knowing your luxury brands. Continuously sharpening your focus on luxury industries beyond real estate gives you a broader perspective on the mindset of the buyers and sellers that you represent in your practice.

Knowing your luxury brands also gives you a tremendous competitive edge. For example, out-shine your competition by following the latest in high fashion so you can better connect with those clients who are fashion conscious. You can get tremendous insight into the luxury mindset in general by doing so. Christian Louboutin, a shoe designer in Paris has a wonderful take on what luxury means:

"Luxury is the possibility to stay close to your customers, and do things that you know they will love. It's about subtlety and details. It's about service. I cannot accept a place where people are badly received. I can't imagine spending several thousand dollars on something and the salesclerk gets annoyed because you took fifteen minutes to look. Luxury is not consumerism. It is educating the eyes to see that special quality."

Another luxury arena worthy of your focus as a luxury real estate marketing professional is high-end kitchen designers. You may be in the position to advise your clients to remodel or upgrade their kitchen in order to get the maximum value for their home, prior to putting it on the market

Here is the latest in kitchen design that is created expressly for men. Are you representing a buyer, seller or developer for an ultra luxurious bachelor pad? Porsche designers teamed up with Poggenpohl, the avant garde German luxury kitchen designer, to create a kitchen called the P7340. In this $75,000 macho kitchen they have thought of everything. Special features include:

  • Cabinets that open with a light push. An electronic sensor activates a motorized system that pulls the doors shut. 
  • Essential appliances: convection, microwave, steam ovens, glass-top stove, automatic coffee and espresso machines
  • State of the art TV, LCD-based multimedia center with a video display that can be integrated into the back splash area.

Since all this engineering is on the cutting edge, Poggenpohl will send out an engineer to make sure every aspect of the kitchen is installed perfectly. Now, that is a luxury brand worth knowing about!