A very successful friend of ours told us a secret to his amazing success early in our career. He was truly a standout in his field. He said, “I just decided to ride the horse in the direction it was heading”. We applied his advice and want to share it with you, too. 

If you want to standout from the flock of pigeons as the market leader, here is what you need to do:  1) Tune into trends; 2) Dare to Digress: Position yourself ahead of the wave; 3) Enjoy the ride!

To practice this approach to success, just tune into the trends outside of the real estate realm.  The story of rosé wine is a great example. 

According to Nielsen, 40% of rosé wine consumers are females aged 21-34, and they are most likely scrolling through social media. It's still most popular in coastal, cosmopolitan settings. Metro New York City drinks 25% of all imported rosé, with Miami coming in second at 15%.

The rosé wine trend began in 2014 and peaked in 2017. Now, there is a plethora of rosé wine on the market. Standing out is a challenge. Packaging has become a key variable to success.  

We applaud “Digression”, depicted above for many reasons: 1) The name is easy to remember; 2) The square bottle (with a glass stopper instead of a cork) is a standout-you can use it as a decanter or water bottle after finishing the wine because the label can easily be removed; 3) It uses the flamingo as a symbol, which is also easy to remember because flamingos, like the wine color, are also pink, and; 4) Its slogans are so funny and memorable: “Be a flamingo in a flock of pigeons” and "Dare To Digress". 


As an aside, a pigeon is a gullible person, especially someone swindled in a gambling or the victim of a confidence trick.  Certainly, as a luxury real estate marketing professional, you want to standout from the pigeons (should there be any in your marketplace).

Now, we are halfway there. Is the wine itself remarkable? Stay tuned for Part 2 for the answer.