When you are refining your luxury real estate branding and marketing package, it is important to focus on the power of color.  The response to color is often subliminal. The eyes see color in .03 seconds equivalent to the blinking of an eyelash.  In that brief moment, colors have to convey the message of the brand which helps create interest and eventually the sale.  This makes it worth the time for a second look.

Yesterday, we were cruising the aisles of luxury stores and looking at different products, and their packaging for inspiration.  We apply the .03 seconds principle as we move through the store.  Will it catch our eyes? Does it appeal to our psyche?  If it does are we compelled to take time to look at it further?  Would we buy it?

Some people may protest at this instant judgment of a product or service without delving in the particulars.  So many times as we speak at conferences, we are often asked the following. “Do people really judge a book by its cover in a branding context?”

Agent “A” got the listing for an equestrian property.  This person does not know the nose from the tail of a horse.” I am an experienced equestrian, a horse judge, and horse owner and they picked agent “A”.  The answer, shallow as it may seem to some is packaging and perception of the brand.

Test the .03 seconds principle. Next time you are in a supermarket, see what attracts you color wise.  Is it worth a second look?  Did you buy it? 

Will your intended target market be drawn to you?

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. 


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