This is part 3 of a 3 part series on creating a remarkable brand as a luxury real estate marketing professional. Part 1 addressed the importance of remarkable service in triggering word-of-mouth advertising. Part 2 addressed the importance of consistently keeping your brand’s promise. Here we discuss genuineness, which is defined as having the qualities or value that you claim.

We are drawn to genuine people; in our eyes they are remarkable. They are undaunted by political pressures, impervious to peer demands and unimpressed with their achievements. They feel it is normal to excel, and normal to respect everyone regardless of stature. In a relationship, they are predictable. You can count on them. You can trust them and over time develop a high trust relationship with them. Here is an example of genuineness in action.

In 1982, actor Paul Newman and author A.E. Hotchner founded a food company as a for-profit corporation. 100% of the profits from product sales are donated to various charities. The first product was salad dressing. Then the company expanded into items such as pasta sauce, tea, lemonade, popcorn and pet food. His daughter, Nell, added an organic division, and also contributes the profits to charity.

If you are drawn to this brand because of its generosity, you are apt to pay a little more for the salad dressing or the pet food knowing that you are getting a great product, and contributing to a great cause such as the Hole in the Wall Gang Camp, a summer camp for seriously ill children. Also, if you like one product, you are more likely to choose Newman’s Own as a brand preference in other food categories.

That is genuineness in action and that is remarkable!

This is part of an ongoing series about Luxury Real Estate Marketing. Get Fluent. Get Affluent! Subscribe to The Language of Luxury by Email or RSS Feed. Comments? Please use form in left column