Luxury Real Estate Marketing Tip: We Cannot Wait to Spoil You

In our travels to Connecticut to work with one of our clients we stayed at a charming Bed & Breakfast Inn.  Before we arrived we received a welcome letter that said, “We cannot wait to spoil you”. And, indeed we were spoiled in so many ways!  Let this be your mantra for providing extraordinary service with exceptional care as a luxury real estate marketing professional.  

One of the many ways in which we were spoiled was a plateful of little “mid-night snacks” that awaited us when we returned to our room at night, with a personal note. The first night it was some nibbles of rhubarb crumble.  The next night it was tiny morsels of brownies.  The husband and wife proprietors were extremely gracious and made us feel very much at home. 

The last night we were there we went to a great seafood restaurant that was located within a seaside hotel (not ours).  Before our entree was served, a fire alarm sounded and the entire restaurant had to be evacuated.   

The “fire drill” was not a bad experience; nothing serious actually happend.  Instead we had the opportunity to meet some of the other patrons of the restaurant who were delightful.  For our inconvenience, however, we were comped coffee and dessert.  

Think of running your luxury real estate marketing practice like a B&B or a great hotel How can you provide this level of extraordinary service, in your practice?  Think hospitality vs. real estate.  Then let your clients know that you cannot wait to spoil them.

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Luxury Real Estate Marketing: The Art of Storytelling

Engaging buyers who are interested in purchasing properties in the upper tier of the market is really about showing them how they can live out their dreams in a given home in a particular marketplace.  That is why some of the most successful luxury real estate marketing professionals are those who have learned the art of storytelling.  They know how to romanticize their marketplace.

Human beings have been telling stories even before recorded history. The paintings on the walls of the Lascaux Caves in southwest France, as depicted above, are estimated to be over 17,300 years old. These cave dwellers were telling stories mainly about animals which were obviously a central part of their lives.

Storytelling comes naturally to some. For others, it is a skill that can be developed over time.  As authors of the Language of Luxury we strive to continuously sharpen our storytelling skills as we build our audience.  We also understand that every great brand tells a great story that is compelling to its customers or clients.  And, we help our clients to develop their own distinct brand story.

Recently, we heard a presentation by one of the Academy Award winning storytellers at Pixar, Andrew Stanton, who wrote Toy Story, WALL-E and John Carter, which was just released by Disney.   We wanted to share some of his points with you in this article:

1. Keep your promise that your story will lead somewhere that is worth the investment of time by your audience.
2. Your audience wants to work for its “meal”.  We are all born problem solvers.  We enjoy using our deductive or inductive logic.  We like to think.  Do not give all the answers.  Let your audience solve the problems.
3. A strong theme always runs through a well-told story.  Get clear about what your theme is.
4. A great story is uplifting in some way. 
5. Does your story evoke wonder?  Does it confirm that life is worth living?

What are some ways that you can become a better storyteller as a luxury real estate marketing professional?  One way you might consider becoming a great storyteller is by practicing the art of storytelling in each of your blog posts.  How can you romanticize your marketplace in each of your posts?

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Luxury Real Estate Personal Branding: Does This Reflect Me?

Q:  Here is a question we sometimes hear when we are crafting a personal brand identity for clients who market luxury real estate: What is more important:  Whether I really like it or my friends and family like it?

A:  Here is our answer:  Your brand identity, meaning your logo and overall graphic brand package, must be a reflection of the essence of your personal priority values and it must resonate with the priority values of your target market.   People who are more self-referred will attract others who share this priority value. The same applies to those who rely more on other’s opinions.

So you see, there is no right answer for everyone. As two predominantly self-referred individuals this was an important lesson to learn for us when advising our clients.  It is something to keep in mind when you are advising your luxury real estate buyers and sellers.

Some people tend to defer more to the opinions of others around them, especially those who are close to them, rather than being more self-referred.  This is fine, if keeping the peace creates a more tranquil environment that is actually empowering.  One tendency is not better than the other if the net result is personal empowerment in the long run.  When the “waters” are tranquil around you, your reflections are the clearest and so is your personal brand signal.

For some, asserting their own opinion is not worth the strife it can cause in their immediate environment. If there is discord around you because the opinions of others are causing interference with your brand signal you may be disempowered. Keeping the peace does not necessarily mean you are losing your personal identity.  It means that standing firm is less important at a given point in time when taking everything into consideration.  

Here is a better way of looking at this question: Is your brand identity, doing its job as a silent salesperson for you?   What sells you the most is your own clear brand signal.

People like to do business with people like themselves. Discover your own priority values and you will be sure to attract an abundance of clients with like values.