Luxury real estate marketing professionals who seek market leadership should take a lesson from famous chefs and become a celebrity agent in their marketplace. Here is an example of a French celebrity chef who has created a wonderful buzz-worthy story with his masterful take on the all-American hamburger.
A while back we happened to catch Martha Stewart mentioning her favorite burger, the DB burger on TV. When we were in Las Vegas we felt compelled to check it out at Daniel Boulud Brasserie at the Wynn Hotel on the Strip.
Celebrity chef Daniel Boulud has created a version of the classic ground beef burger that is stuffed with red wine-braised short ribs (off the bone) and foie gras. It was a good thing it was not truffle season when we shared the DB burger ($35 at the time--it is now $47) because the price of DB Burger Royale, his pièce de résistance, with a double helping of fresh black truffles on top, goes for $150.
The DB burger is served on a homemade toasted parmesan bun. The bun itself was worth the price of admission, as chef Boulud imports the flour, for his breads and pastries, from France. The side of pommes soufflé was so delicious that we considered waiting for a return trip before ever ordering French fries again.
Daniel Boulud selected an uncontested market niche, the “luxury burger”, and created an inimitable offering with extraordinary value. This process of identifying a niche where there is little or no competition and dominating this market space is a key step in becoming a celebrity as a luxury real estate agent.
If a competing chef offered another version of an extravagant burger as a way to gain recognition, he or she would be considered a “me-too” which is considered old news. Chef Boulud staked his claim first in this category. It has helped him to become even more famous for his catering in New York and also for his restaurants. But, the buzz created by the famous DB burger has made chef Boulud famous in the minds of potential customers outside of his immediate marketplace—those who may never have heard of him before.
What can you do, as a luxury real estate marketing professional, to stake claim to an uncontested market niche and offer extraordinary value? What can you do that leverages public relations to create buzz? What story can you create that will enable you to stand out from the crowd and become a celebrity agent?