One of the keys to successfully marketing luxury real estate is to showcase the most outstanding aspects of the property. You need to distill your marketing message in just a few words and pictures that will have the greatest impact on your target market.  Capturing the property’s unique value proposition and expressing it succinctly is a skill you must practice continuously. 

This same skill is at the core of our work as brand strategists.  We identify what makes professionals and companies different, distinct and extraordinary. Our task is to amplify that uniqueness by making what is implicit, explicit, both verbally and graphically, and doing so with conciseness. 

You can train yourself to observe and discover uniqueness by taking the time to focus on the nuances of nature as often as possible. This is something we practice daily. 

Two of our favorite species of flowering plants are coleus and begonias for the very reason that they have so many divergent types, combinations of colors, hues, textures and shapes. We selected the plants depicted here for our front porch planter because they provide such a luscious visual contrast. The begonia is like antique roses, very muted, faded and smooth.  The coleus is comprised of vibrant intense colors with a course texture.

Check out the subtleties of the contrast in texture in the black and white version of the image.  It makes you appreciate what color adds to the richness of your experience. It also makes you thankful both for the abundance of nature and your ability to discern its splendor.  

Identify and amplify your own uniqueness in your marketing.  You will reach your target market faster if you do.


Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.