Luxury Real Estate Web Design: Off with Your Head!

How would you feel if you went shopping on Rodeo Drive, Madison Avenue or in any other upscale shopping area, and the owner of the store you approached was sitting in the window, waving at you and begging you to come into the store to shop? Does the song title, “Walk on By” seem appropriate as an answer?  As a luxury real estate marketing professionals, you must realize that your competitors’ website is just a click away.

This is the effect that luxury real estate websites have when the agent walks across the screen and starts pitching or even when a personal welcoming video starts playing automatically on their home page.  Yes, it is cool that this new technology exists.  But, the effect is not only tacky it annoys website visitors who are getting more and more internet savvy by the day.   The likelihood of repeat visits is very slim.

Now, take this a step further.  You walk into a luxury goods store where you just want to peruse the merchandise with no particular intent to buy.  You are in a “just looking” mode.  Get the idea that the manager of the store follows you around every step of the way peering over your shoulder.   How soon would you be inclined to make a return visit? 

This is what the effect of having your headshot on your home page now has on net savvy website visitors.  We say, (to quote the queen in Alice & Wonderland) "Off with your head--your headshot, that is!"

Web visitors now want to be left alone in a self-service venue.  If your website elegantly fills this need your chances of capturing the lead is significantly increased. 

You have a nanosecond to make a first impression with your head shot or video.  You want to make a lasting first impression.   What if all of the salespeople in our luxury store stood like statues with their arms crossed smiling at you?  Some photographer somewhere along the line came up with this pose, which is supposed to convey “professionalism” and it has been copied thousands of times by real estate agents all over the country.  What do crossed arms mean to you with or without a smile?

The bottom line here is this:

1. Take your headshots and personal welcoming videos off your Home page and put them on your “About” page. 
2. Nix the “walk-on” special effects.  Think of those in their pajamas in the wee hours of the night who do not want to be startled and just want to search for their next home.
3. Relax those crossed arms.  This body language does not communicate certainty. It indicates tension.

Remember:  "Off with Your Head!"

 Personal Branding Case Studies and Company Branding Case Studies

GET FLUENT. GET AFFLUENT!

FOLLOW US ON TWITTER: LuxuryMarketing

Comments: Please use form on left

Luxury Real Estate Marketing: Creating Customer Loyalty Offline

We are often asked by luxury real estate marketing professionals for some low cost, off-line vs. online, marketing strategies that produce high impact marketing results, especially client loyalty. We like to encourage our readers and our clients to think about what makes them loyal customers and clients of other professionals.  Here are some ideas along those lines.

Recently we visited our local produce market.  They often carry items that we cannot find in the outdoor Farmer’s Market. There was a sign posted at the entrance encouraging customers to bring their own bags.  They launched a new initiative to contribute a nickel to one of four local charities when you save them the cost of a paper or plastic bag. When you check out they give you a ticket to place in one of the four boxes associated with the charity of your choice.

Many times you see a box at the checkout stand for a particular charity where you can deposit your coins or dollars. But, it is usually a national charity, not a local community charity such as the Girl’s Club, the local food bank, etc.  There is something so wonderful about being able to simultaneously contribute to the environment (recycling bags) and also to a local cause here.  It makes you feel good about yourself and about the store, thus generating customer loyalty. What was the price of our loyalty? It was five cents!

Later, the same day we purchased a hair care product from a local pharmacy.  There are many choices in our neighborhood to find the same product. In fact there are many branches of the same company in our area.  On this day, when we checked out, the clerk noticed that a coupon was available for the product we purchased and proceeded to cut it out of the paper for us.  It saved us two dollars and made us feel very good about shopping at that particular store again.  What was the price of our loyalty? It was zero—just 30 seconds more of customer care!

What are some of the ways your local stores and services are winning you over as loyal customers? What are some of the ways you can engender client loyalty at zero or next to no cost?

Check Out Personal Branding Case Studies and Company Branding Case Studies

GET FLUENT. GET AFFLUENT!

FOLLOW US ON TWITTER: LuxuryMarketing

COMMENTS? Please use form in left column