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Luxry Real Estate Marketing Tips

Branding Moments: Is Your Message Lost In Translation?


When it comes to branding and marketing strategy in luxury real estate, or any other real estate niche, we have always preached that your brand has to be so clearly defined that it is easy to understand and remembered by anyone in your marketplace. This fundamental aspect of branding applies, even if your potential buyers/sellers are not at the moment interested in buying or selling a home.  Branding done right needs no explanation, let alone translation.

Pictured above is a business advertisement we spotted while strolling in the small wine producing village of Gevrey-Chambertin in France (population 3084 in 2015).  There is no need to translate what this business does, and who they cater to.  

Is Your Message Lost In Translation?

Branding Moments: Does This Brand Have an It-Factor ???

Last week we wrote a post discussing the “it Factor” . Today, as I was perusing the wines at Whole Foods, I was drawn to take another look at this bottle.  The brand name is J N S Q. This brand represents the first letter of theFrench phrase for the It-Factor, "Je Ne Sais Quoi."

In researching this wine, I was amused by the press release for it, and I quote:

"Introducing the first rosébrand created for millennial women that doesn’t talk over them, or down to them. JNSQRoséCruis an easy-to-enjoy luxury wine created in the classic French style and crafted from premium California grapes, giving it both a timeless elegance and a modern attitude. This unprecedented approach to winemaking– and the name gracing the beautifully curvaceous bottle – were inspired by today’s young women setting the world on fire on their own terms, with a certain jenesaisquoithat’s hard to describe but undeniably irresistible."

“Millennial women and older Gen Z’ers are bringing back an appreciation for quality, craftsmanship and functional beauty,” said Lynda Resnick, vice chair and co-owner of The Wonderful Company. “JNSQwas created specifically for these women and the milestones they are celebrating in their blossoming and exhilarating lives. It’s a wine made with that same shared quality of jenesaisquoithat makes each of these ladies unique, memorable and unstoppable.” 

It is priced at $29.00.

If you have followed our blog, you know that both Ron and I enjoy wine.  I cannot recall one instance, when someone (male or female) has talked down to me, either in a wine store locally, worldwide or at any winery  I have visited. 

Before reading this press release, I was very sure that wine was a non-gender libation.  I enjoy drinking wine with my husband, and my friends of all legal drinking ages, genders, denominations and political affiliations. The concept of a his/hers wine would never enter my mind!

When I read this post to Ron, his response was that he felt this was an insult (perhaps unintended) to women in general of all ages, women wine makers, sommeliers, growers and all the women who are involved in the wine industry.  And I agree. 

What is your opinion?

Branding Moment: 8 Basic Ways to Analyze the Power of a Brand Name


As confirmed chocoholics, we noticed this chocolate selection in the chocolate aisle of our market.  And because we love the branding process, the brand name also caught our attention.  Here are some basic ways we analyze a brand:

1. The name is a play on the phrase "alter ego" defined as a person's secondary or alternative personality.  Is it distinctive enough or memorable?

2.  Does the name address the market it intends to reach?  It does focus on attracting thosewho are ecologically minded and prefer organic products, and they are proud of it.  The slogan under the name, "enlightened indulgence" is intended to have the buyer feel good for buying it..

3.  Can the name be used on other products if the company were to start another related business?  In designing real estate brands we often think in terms of "exit strategy", when the company or agent decides to sell the business or start another business.

4.  Does the brand name have any negative connotations? Based on the definition of alter ego: (the bad side of a person that may come to life at anytime, switching your personality—this is fantasy, though some people may believe they have an alter-ego), it may be construed as such.

5.  Is the name original?  It is important to do a trademark search.

6.  Is it a name the marketplace will remember?

7.  Will it have word of mouth power, or social media power that will last? 

8.  And most important is the product delicious to those who are tempted to buy it?

When I (A) pointed it out the brand to Ron, he reminded me that dear friends who are also chocoholics had sent us a bar to try.  I had forgotten, the name and the experience.  Ron remembered the name.   Neither one of us thought that the taste was memorable enough for us to buy again.  

Keep in mind that tastes differ.  Perhaps some of you who may have tried this brand will disagree with us. Again, this a basic guideline to analyze a brand name!

Is Your Service Remarkable Enough for Continuous Referral


Remarkable service is one of the key ways to differentiate yourself from the competition regardless of which branch of the real estate business you excel in. People who appreciate this type of service are also people who enjoy referring others like themselves to the same business person. A recent study in the luxury industry rated service as the most important reason to refer someone. And those mentioned had remarkable financial results.  And these businesses continuously look for ways to be even more remarkable.

Your most highly valued asset in your luxury or any real estate marketing practice is your database of contacts, particularly those who would go out of their way to refer business to you because you have earned their trust and respect. 

It stands to reason that understanding and consistently implementing the best practices for building a high volume of high-trust relationships will not only yield a high volume of referrals, it will also open up the opportunity to sell your practice in the future at a premium.

Have you ever wondered what it takes to inspire people to spontaneously go out of their way to refer business to you? What sparks the urge to originate word-of-mouth advertising on your behalf?  The answer is creating extraordinary value far beyond the fundamentals that are expected of you. Your service must be REMARKABLE to trigger word-of-mouth advertising. 

A remarkable brand must communicate and keep its promises, consistently. Only then can you achieve brand loyalty. For instance, there is a luxury real estate firm overseas, that promises that you can speak to one of its friendly representatives 24/7, and bespoke service. You don’t have to deal with voice mail.  We checked to make sure that they do.  To continue to succeed this firm has keep this promise. Their team must be well versed in representing their brand message. Every time the phone is answered by a live representative there is an opportunity to demonstrate and communicate the essence of their brand.

 Personally, we find ourselves drawn to brands that have great service.  And we are always delighted to recommend them.  Our car brand is now offering 24/7 emergency repair, which means that if the car fizzles out on a weekend, you don’t have to wait till Monday to get it repaired.   They have found another way to give remarkable service, and to exceed our expectations. 

Friday Photo: Whimsical & Happy House Warming Gifts!


Pictured above is a house warming gift, Ron and I would give for our client's house warming party. We love the whimsical nature, and it would bring a daily smile to the right homeowner. And it would last as long as the plants were watered regularly.


In our previous post, yesterday,  the commenters often mentioned that they gave house warming gifts, instead of closing gifts! House warming gifts took this subject to another level.   This is another way to say thank you for doing business with me, especially if the gift has lasting value.


You can also create your own, with different themes and figurines. We love these, and each time, we are at Woeste'sin Los Olivos, we take a look to see what the designers have created.  We are even tempted to make our own, because they sell the individual parts also.

Wishing you many closings and giving of housewarming gifts!

Omni Channel Marketing: Are Your Listings Visible In The Right Places?


Omni Channel Marketing is often mistaken as plastering whatever you are selling in every visible corner of the world, print, billboards, online, public relations releases, etc..  without consideration of the optimal target market. However, Omni Channel marketing means being seen in the right place by the right people, in other words those who are going to buy or sell.

Pictured above is Disney's Omni Channel marketing for their latest movie release, Mary Poppins.  We saw this display yesterday  of three magazines featuring the movie with an interesting story at Barnes and Noble.  Disney did their homework.  

They know their target markets still subscribe to magazines and newspapers, like billboards, and some get their news on line.  This movie is geared to all who have relationships with children, whether they are parents, grandparents, aunts and uncles.  

They also wisely cast Dick Van Dyke who starred in the original film, And then there are Academy Award Winners Angela Lansburry, Meryl Streep and Colin Firth are part of the cast. This cast is an additional draw to movie goers.

We have seen many luxury real estate or other real estate marketing professionals claim that they will market a listing everywhere.  They usually have a beautiful list replete with colorful logos of all the places they market as part of their listing presentation. You name it, they send their listings to exotic locations.  They leave no stone unturned, even if the stone yields nothing. Marketing everywhere is a colossal waste of money.  

Marketing done right is being visible in the right places at the right time.  It is about spending where it will do the most good to bring the maximum attention to your listings.  It is about researching where the potential buyers for your listings are.  It is knowing your feeder markets by constantly staying aware of this.

For example, Santa Barbara has several feeder markets,  Los Angeles, Denver, Dallas, Chicago, Seattle to name a few, which is why many agents here concentrate on promoting their listings in those areas.  Those who succeed stay aware of changes. The feeder market 3 years ago may not exist today, as times change.  

Omni Channel marketing requires awareness and research that you may or may not find on line or from reading magazines.  Marketing changes and adapts to circumstances as they evolve in each city, village or second home markets.  What will remain a marketing pillar is knowing your target market and marketing directly to them... 

Are Your Listings Visible In The Right Places?

Are You The Google of Your Marketplace Or At The Mercy of Google Bots?


We often hear real estate agents proudly stating the number of leads, they are generating with their websites.  They even cite these numbers on their printed materials, and tell everyone about it.  What does this mean? Many think that this is proof that Google loves them and will send them more leads,

Not long ago we interviewed an agent whose claim to fame was that his website generated 4000 leads a month. He had incorporated every concept that would attract people to leave their name on his website.  He faithfully attended every seminar known to real estate, and tweaked his website to please the Google bots.  And he was happy to spend big bucks to do that.  Google loved him.

We asked him, how many of those leads turned into closed transactions.   He asked us to speak to his assistant who was in charge of sifting through the leads.  

It took his assistant 4 hours a day (20 hours a week or 80 hours a month @ $25 an hour) to establish which leads were genuine, and which were not.  At the end of the month 1 or 2 would emerge as viable leads.  It would take anywhere from six months to a year to convert them into a transaction

48,000 leads a year produced 12-24 viable leads.  When we asked how many of these leads did follow through, her answer was 2-3 a year with a median home price of $400,000.  When we did the math, the agent was losing money. 

When the concept of the IDX came about, we were working with a brokerage in Napa.  We encouraged the broker-owner to be the first to join. We also employed 3 SEO experts for each search engine (Google, Bing and Yahoo) to optimize the site.  

We had as many leads as the gentleman we interviewed we mentioned. We converted one lead a quarter with a median price point of $850,000.   After expenses, the company was making money.  However, it was not a significant amount of money. 

We compared the cost of consistent farming postcard mailings and personal follow-through with the cost per lead in the SEO model. The brokerage generated 12 transactions a year in the same price range with a consistent campaign focused on just one of the sectors that she specialized in. The cost per lead was significantly less.  The broker was able to distribute these leads to her agents.  

We advise our clients to stay focused on their strategy, which involves maximum human interaction. They are not spending money on lead generation, or going crazy optimizing their websites.  They are spending their time face to face with real people instead of bots and making themselves well known and well thought of in their marketplace. They know that being visible in their community is more important than being visible on the World Wide Web.

Are You The Google of Your Marketplace, Or At The Mercy of Google Bots?

Branding Moments: Can You State How You Are Different In 14 Words?


If you read our posts on a regular basis, you know that one of the most important selling points of a brand is to instantly convey what sets it apart from the crowd.  Palazzo Della Torre from the city of Allegrini in the Veneto region was able to do it in 14 Words at their Point Of Sale display.

Can You State How You Are Different in 14 Words?

Throwback Thursday Series Real Estate Marketing: How Pick Your Niche!

In 2014, we are asked by then Trulia/ Active Rain to present a webinar for the members on Niche marketing. Shortly thereafter, we did it again for Zillow.  That experience spurred a video course that is part of our website.  Although, many of the examples in this course pertain to the luxury real estate industry, the lessons learned can and should be applied to any local professional practice or local business that specializes in serving affluent consumers.  Each video segment is just two-to-four minutes and can be conveniently viewed at your pace on your computer, tablet or smartphone. 

Here is the introductory video and Part 1.

In this course you will learn:

  • How to pick the right niche for YOU
  • How to harness the power of focus through niche marketing
  • How to out-think your competition and achieve top-of-mind status in your niche
  • How to strike the right balance between high tech and high touch in your niche

We hope you enjoy the course and we expect you'll walk away eager to dominate your own niche!

We will add a video each Thursday as for your viewing pleasure, and if you are eager to learn more faster you can always visit to our website.

Branding Moments: Self Expression VS The Aesthetics of Your Marketplace!


Capturing attention and standing out from your competition are both very important when crafting your personal brand as a luxury or other real estate marketing professional. However, the two most treacherous traps that luxury real estate marketing professionals fall into when attempting to brand themselves are these: 

  1. Factoring out the aesthetic expectations of their target market thinking that self expression is all that is needed
  2. Factoring out their personality, values and personal aesthetic preferences to please their target market.

Either one of these extremes is a recipe for failure in personal branding.  

Certainly, you have heard the expression “beauty is in the eyes of the beholder”.  There is no question that aesthetics is a subjective value judgment.  To some contemporary art design and architecture is the ultimate expression of the human spirit, while traditionalists see no value in it at all.  But, when it comes to branding, the entire exercise is to make the subjective, objective. Brand comes first and then in alignment with aesthetics

If you work in a conservative marketplace this objective fact must be respected if market leadership is your quest. Too much shock value may keep you out of the winner’s circle. The objective measurement is whether or not you are attracting the number of clients that you need to reach your goal. 

There are ways to express yourself to a conservative audience without offending them and still feel that you have not compromised your sense of self-expression.  Find a way to express yourself in your personal life if outrageousness is your “thing”, like the owner of the luxury car (Mercedes) pictured above.   

But, trying to please everyone is impossible.  Trying to be all things to all people is likewise futile.  Leaving YOU out of the branding equation eliminates perhaps the most important key to branding success: authenticity.

When we conduct a strategic brand analysis in our consulting practice, we dial into all of these factors in the quiz above to establish our client’s “brand signal”.  It is like finding the right combination when all of the tumblers click into place and the brand “unlocks”. 

Once you amplify your authentic brand signal and reach your target market through focused communication, those who resonate with that signal with naturally gravitate to it.  Therefore, it is essential to place brand before beauty.  You must sharply differentiate yourself from your competitor and you must do so with a wow factor.  But, with aesthetics, you must also strike the perfect balance between your personal tastes and the values of your target market.


Bridging the Imagination Gap In Marketing New Construction


In Part 1 of this article series we noted that one of the biggest challenges that luxury real estate professional face when marketing new construction, whether it is a single-family residence or an entire master planned community is bridging the imagination gap. Most prospective buyers need to see the finished product before they are willing to hand over dollars to reserve a home or a condominium unit. 

You may recall that people were lined up to reserve a Tesla Model 3 way before actual production. But, the Model S and the SUV already were on the road. To make it easy for buyers to imagine what it would be like to live in the Residence Club in Ocean Reef Florida we collaborated with an award winning videographer and also one of the top international 3D animation firms to create a very compelling visual experience. See the 3D video on this page:

Interactive Floor Plans

To help make the experience even more immersive we also created two interactive floor plan maps. The first one allows prospective buyers to see and compare the floor plans for each unit. See the interactive floor plan on this page:


The second interactive feature enables them to see photos of the each of the lifestyle features incorporated in the18,000 square foot Concierge Clubhouse, such as the spa, the theatre, and the bistro. See the interactive floor plan on this page:

Together, the interactive floor plan maps and the 3D video create a method for bridging the imagination gap. These elements are a necessity, if you plan on marketing a new project prior to completion of construction. 

How to Get Your Marketing Message Across with 3D Video Technology – Part1

ROR_cam001_e2 copy.jpg

One of the biggest challenges that luxury real estate professional face when marketing new construction, whether it is a single-family residence or an entire master planned community is bridging the imagination gap. Most prospective buyers have difficulties envisioning the completed project and picturing what it would be like to live there. Getting the right marketing message across with 3D animation with advanced lighting and motion tracking solves this problem by bringing architecture, interiors and landscape to life.

We are excited to introduce you to this new video technology that became part of our brand strategy for the marketing of an ultra-luxurious condominium community in Ocean Reef, Florida. This video below was a collaborative endeavor between three companies. We were responsible for developing the brand, writig  the script, i.e., the marketing message and we oversaw the editing, that was artfully executed by an Emmy Award winning videographer who also narrated the video and selected the music. An international firm who specializes in 3D animation provided the video footage.

Utilizing this technology allowed our marketing message to be heard because we were able to bridge the imagination gap.  We are delighted to report that the project is preselling even before breaking ground.

In Part 2 of this article series we will demonstrate other ways we were able to bridge the imagination gap on the project’s website.

How To Excel In Marketing And Flourish With High Trust Relationships


Marketing today is one of those complicated subjects, which has now become even more incomprehensible in the age of the Internet. The simple and fundamental truth of the essence of marketing has been forgotten and ignored. One of our favorite marketing authors, Peter Drucker, said it simply:

"The aim of marketing is to know and understand the customer so well, the product or service fits him and sells itself." Peter Drucker

We would add that in order  to excel at marketing one must to know who they are as an individual and if they are a good fit in their chosen arena of real estate.   Here is an example:

When I (A) joined Ron in his commercial real estate practice, I suggested listing large high-rise office buildings. My logic was based on the knowledge that we could service these accounts just as well as any other company.

After meeting with several of the owners or managers, we understood that these Class A high-rise buildings were owned by pension funds, or unions. These institutions specified that their buildings were listed by national commercial real estate brands. These people made their decisions by committee. The bottom line was: we were not a fit for them, nor were we committee fans.  This was not the place for us to flourish and bloom.

We would not characterize this or any other marketing attempt that did not yield the intended results as a failure. We were both raised with the philosophy that what others may refer to, as “failure,” is in fact a stepping-stone to success and not an opportunity to make less of oneself.

"Follow effective action with quiet reflection. From the quiet reflection will come even more effective action."  Peter Drucker


The winning marketing strategies come from honestly examining and strengthening what is working and dropping what is not working. What has always worked for us in life and in business is developing high trust relationships both personal and in business.

The formula is simple. Find out what is needed and wanted by the individual or company. Then  express what you need and want. If your needs match, the relationship blooms and becomes a high trust relationship.  If not, part amicably.  Both of you are in the wrong soil!

There are no hard feelings, no bridges to burn. It makes life so much simpler.  And one day, you just may be a match. It happened to us.  When the high rises ran into difficulty in leasing their now empty opulent bank spaces on the ground floors of their buildings, they reached to us to lease them.  Even their committees agreed, we were the best for the job.

The future in successful marketing will continue to be about developing high trust relationships. The person who has the most high trust relationships will be the most successful and will flourish and bloom. 

It really is that simple. Marketing is about meeting someone’s needs and wants as well as meeting your own.

Two Foodies Find the Silver Lining – Part 1


Greetings from the fire and flood zone of Santa Barbara, California! We have been through a rough month here. But, everything is relative. We did not lose our home or our life, as did our number one market leader in luxury real estate. For us, this local tragedy represented a challenge to maintain our focus and also to keep our spirits high, to practice what we preach to our clients: Continuously look for opportunities and find evidence of a silver lining.

With our main Highway 101 closed (both north and south of us) during the aftermath of this tragedy and the intensive cleanup operations that have been ongoing, we were completely isolated. Finally, last week southbound 101 towards Los Angeles was opened and we took off like birds out of a cage.

Just 30 minutes away to the south and up into the mountains of Los Padres National Forrest is the quaint town of Ojai, which is known for its progressive, “New Age” thinking and also for its artist colony. Although, the fires reached the surrounding area it spared the town itself, so it made the perfect getaway. Besides, we had not been there for many years.

As two foodies we naturally discovered a great restaurant for breakfast and then found two wonderful independent grocery stores that offer unique organic and homemade delicacies that are not available in our own area. One major market find was the famous Cowgirl Creamery artisan cheeses brought in from Northern California.  Another was homemade sausage including hot Italian, country style and chorizo.

Breakfast at Home Kitchen of Ojai was a total delight apart from our own indecision over the extensive menu with too many amazing choices.  We settled on the Ojai omelet: Bacon, Avocado, Green Chili, Sour Cream, Salsa and Cheddar Cheese.  But, the biggest surprise was their complimentary “signature” Swedish Pancake that everyone was offered, on the house.

The pancake was a remarkable gesture that should give “food for thought” to luxury real estate marketing professionals. It certainly has sparked word-of-mouth advertising from us!

Be sure to catch Part 2 of this article series as we share our silver lining discovery of Point de Chêne, a wine store in Ojai that has absolutely nailed its brand positioning and messaging-another wonderful lesson for luxury real estate marketing professionals.

The Inner Game of Real Estate – Part 2 Start Monkeying Around!

One who plays the inner game of real estate approaches one’s profession not only as a means to earn a living, but also as a vehicle for achieving mastery as a way of life.  Mastery in this context is more than just gaining a proficiency in the skills of listing, marketing and selling homes. Reaching for mastery is an attitude towards one’s practice that transforms the entire enterprise into an art form through which one can achieve self-realization.

The big difference between agents who embark upon the inner game of real estate vs. the opposite- “the outer game”- is that they aim to attain a level of self-reliance and mental self-sufficiency that factors out the need for approval and admiration from outside sources. They delight in their own accomplishments, but only momentarily, because they know the real “high” occurs in the process of getting there itself, not arriving at a final destination.

That process involves discovering the winning formula that produces desired results. An example of one component of the formula might be regularly staying in touch with your clients and potential referral sources.

Then, in comes down to repeating the formula over and over again, refining it along the way.  The routines become automatic and even somewhat boring at times.  Yet, it is through the consistent repetition of the winning formula, with relaxed concentration, that one encounters the nuances that make the inner game artful and playful. 

If you want to get a greater sense of this effortless state of mind required to play the inner game of real estate check out this 3-minute video of, Wang Yani, the Chinese child protégé who is now world renown for painting pictures of monkeys? Sir David Attenborough narrates it. Then, start monkeying around yourself as you transcend the outer game of real estate and dive into the inner game.

How to Avoid The High Cost of Mindlessness In Your Real Estate Practice - PART 1

Mindlessness is the opposite of Mindfulness. When we are Mindful we are in a state of relaxed concentration, in present time. When we are Mindless we allow our thoughts to drift. We become distracted by negative emotions and put our motions on autopilot. Essentially, when we are unfocused we evade the here and now and we become automatons.  But, rarely, do we calculate the high cost of mindlessness in our lives.

This is Part 1 of our series on Mindfulness, called “How to Avoid The High Cost of Mindlessness In Your Real Estate Practice”.

Recently, we were driving on Highway 101 along the Santa Barbara coast heading to town to do some errands. Alexandra had two important letters in her hand, a reminder that we needed to stop at the post office in time for the 11 am pickup.

We began talking about something controversial in the news and mindlessly missed the exit to the post office.  This distraction cost us an additional 10 minutes of driving time, which may seem inconsequential.  But, it made us wonder how many 10-minute units of wasted time we accumulate in a week, a month or a year of our lives, due to Mindlessness.

This time could have been spent in Mindfulness.   We could have used it to enjoy, savor and discuss the magnificent view of the Pacific Ocean, the beautiful Channel Islands just beyond our coastline and all of the lush greenery in our mountains that resulted from our much-needed recent rainstorms.

Later that morning, I (Ron, here) purchased some dental floss that Alexandra needed from a pharmacy that I vowed never to patronize again due to its unpardonable customer service.  I was again mindlessly on autopilot; my thoughts were elsewhere. I ignored my vow because it was more “conveniently located” than the alternative pharmacy, which meant an extra stop.

I wound up buying the wrong product because I was too much in a hurry to ask Alexandra which one she wanted (she was next door and that would have taken two extra minutes to do).  I used Apple Pay and did not bother with a paper receipt. 

In the car on the way home, Alexandra informed me that I bought the wrong floss. So we stopped at the location of that pharmacy closer to our house to return it and get the right product that was less expensive.  But, without a paper receipt they could only give me a partial credit for the wrong product. This policy was more proof of that I would never step foot again in one of their stores. This additional incident of Mindlessness (I was fuming) happened literally within15 minutes of the original purchase and cost me $6.17.

These experiences and others like them were wake-up calls for the urgent need for more Mindfulness in our lives! Suddenly, Mindlessness had a price tag in wasted minutes of our wonderful life and actually represented quantifiable lost dollars.

Please join us for Part 2 of this article series as we shine the spotlight on what we have identified as the most important topic of our lives, today: Mindfulness!

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.



Are You Marketing To Labels Or Core Values?

Many luxury real estate marketing professionals are often trapped into directing their marketing efforts to labels and concepts. Here are some examples of labels: millennials, baby boomers, generation X, Y, Z, and so on and so forth.  These labels are indicative of trends only. Some marketing pundits feel that marketing to different labels is what attracts them to buy from you.

We wholeheartedly disagree. We find that many core values apply to all those labels. The photo above states the core values of Green Star coffee roasters, where we buy our coffee beans.   These core values are true for many, regardless of their generation label.  Core values are the guiding principles that dictate our paths in life and in business .  It explains why we choose one product over another, or one real estate professional over another.

Marketing to a label is the lazy solution, however, it is not as effective as marketing to core values.   Marketing to core values involves research of the target market.  That research will determine the marketing effort needed to attract the right buyers and the right sellers in your real estate target market.

Are You Marketing To Labels Or Core Values?

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.

Are You A Big Fish? Or Just Another Fish In Many Ponds?

Just because you have a real estate license does not mean that you should sell everything in the category.  What is important is to position you (your brand) in the minds of your target market by choosing a real estate niche that you love, and can satisfy your income goals. The idea is to become the big fish in that little pond.  

Brand positioning is one of the most misunderstood concepts in marketing.  Yet, it is, by far, one of the most important concepts for you to understand as a luxury real estate marketing professional, if your quest is market leadership.  

To accelerate word-of-mouth advertising, you need to make it clear to your target market exactly what category of services (or market niche) your brand stands for. The goal is to be the first brand name that comes to mind in your chosen category or niche.

Positioning your personal or company brand in the minds of your target market enables YOU to establish the brand category with which YOU want to be associated in their minds. If you do not make your brand position abundantly clear by staking a claim to a specific category, or if you try to be all things to all people, they will undoubtedly pigeonhole you in the wrong category.

We know a very talented real estate agent who dabbles in many categories including investments, single family homes, condos, REOs, fractionals, foreclosures, international, commercial, industrial, etc. She hops from pond to pond. To her credit, she makes a decent income by most standards.  But, she does not even come close to realizing her full potential as a market leader, which is easily within her reach if she were to focus on a single profitable category or market niche

In marketing luxury real estate you already have narrowed your category in the overall real estate field.  Now, narrow your category further. Position yourself or your company as the expert in that niche! 

Become the big fish in a smaller pond. Go for the lion’s share of a smaller category and “own” the category in the minds of your target market.  Only then can you capitalize on the amazing economic benefits of word-of-mouth advertising, because your brand comes to mind first in that category.

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.

Meet More People Face-to-Face. It’s Better than Social Media for Business

Many agents are getting lazy about meeting new people face-to-face. They spend too much time in front of their computers on social media hoping to generate business or referrals. This represents an excellent opportunity for YOU to stand out from the crowd, if you are willing to venture forth into your community.

We always encourage our real estate clients to focus on meeting as many people as possible and doing so face-to-face. This should become an integral part of your brand strategy as well.  You may find that this strategy works better than Social Media and is a lot more fun! Inevitably the question that follows is WHERE do I meet these people?

We say, “FOLLOW YOUR INTERESTS!” There are many opportunities to get involved in the community. Find those that speak to who you are; follow your passions.

Do not participate with the hidden agenda of just drumming up real estate business.  Participate because you enjoy it. Business will come naturally, because people like to do business with other like-mined people.

An agent in San Francisco is a fan of the opera.  San Francisco happens to have a great opera house with very passionate patrons and fans.  This agent became a volunteer in the organization. Her strong support and enthusiasm led to direct business and many referrals.

In communities where the great outdoor lifestyle is key, some of our clients get involved in cycling events and races.  One of them has his real estate company sponsor him.  Another is a top-notch tennis player and has joined the tennis club in the community in which he works. 

Another client is a ski instructor.  She takes her clients on ski tours of the mountains that surround her community. Since her niche is ski-in/ski-out condos, this strategy works quite well, especially when showing this type of property.

Take a moment and write down your interests. Find out what is happening in your community that matches your passions!  Meet more people face-to-face and you will enjoy Social Media itself even more. 

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.

Which Comes First? The Logo Or The Brand, The Horse In The Cart?

If you are looking to developing a personal or company brand as a luxury marketing professional you need to know which comes first, the logo or the brand.   Some designers, advertising agencies, web developers, marketing firms, and public relations firms claim to do branding, when they are actually referring to logo design.

How can you create a graphic representation of a brand when you don’t know what the brand stands for, i.e., its brand position? A logo is not a brand.  It is like putting the cart before the horse.  You may wind up with a cute design or even an image you like.  But, the logo will not do its job as a definitive statement of your brand.

The brand statement is a distillation of an extensive discovery process to determine the extraordinary promise (EVP) of the company, or person. The process is a review of a company’s or an individual’s visions, core values, preferences, goals, and experiences. It also includes a thorough analysis of the market place as well as the competitive landscape.

Determining the nuances of a brand’s personality is another part of the discovery process.  This is one of the criteria used in choosing fonts and colors, which also have to be in harmony with the target market.  All these actions create a precise expression and impression designed to attract your ideal clients.   

When this process is finished and agreed upon this information is then relayed to the graphic designer with specific art direction.  The designer can then expand upon the concept that eventually becomes the logo that communicates what the brand stands for in the mind of the target market.

Which comes first?  The Brand And Then the Logo, The Cart And Then The Horse!!

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.