Luxury Real Estate Marketing Tip: Follow Your Passion for Architecture!

 

As a luxury real estate marketing professional, the more you understand about great architecture the more you will be able to relate to buyers and sellers of architecturally significant homes.  If you have a passion for architecture specializing in selling these types of luxury homes could be the perfect niche for you. Follow your passion for architecture!

On our recent trip to the Acropolis in Athens, Greece we had the privilege of visiting one the most spectacular museums in the world:  The Acropolis Museum. It is an architectural masterpiece!

The unique constraints
 and circumstances of the site provide an extraordinary architectural opportunity, “offering a simple and precise museum with the mathematical and conceptual clarity of ancient Greece”, according to Bernard Tschumi, Architect.

An abundance of natural light is a major factor that contributes to the enjoyment of the exhibits, as a visitor.  This is possible due to the fact that the majority of the objects displayed in the museum are sculptures (vs. paintings, photographs or drawings).  Through large high-tech glass windows that protect the structure from over-heating, you also have a magnificent, direct view of the Acropolis itself.

The visitors’ route through the museum forms a clear three-dimensional loop. The base (ground floor) of the museum floats over the existing archaeological excavations on columns that protect and sanctify the site.  The ground floor is primarily made of clear glass allowing over 10,000 visitors per day to view and literally walk over the ruins. From the very top of the museum, through an open atrium, you can actually see all the way down to the excavations.

Perhaps the most amazing aspect of the architectural design is the exterior of the building. Viewing the museum from one angle it appears that there are metal columns that mirror the ancient columns of the Parthenon. But, as you continue to walk around the structure it becomes clear that these are just the rounded edges of massive striated overlapping steel walls.  Absolutely brilliant design!  

Study great architecture at every opportunity.  It will pay off for you in your luxury real estate marketing career. Follow your passion for architecture!

Written by Ron & Alexandra Seigel-

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Luxury Real Estate Marketing Brand Strategy: How to Erase Your Unwanted Online Tracks

Identifying an under served market niche that you can service better than anyone else in your marketplace is a surefire luxury real estate marketing brand strategy that can help you achieve to top-of-mind status, fast. Here is an example of this principle from a company in the UK that addressed a pressing need of web users worldwide.  

Taking charge of your online privacy has become a big challenge because most companies want to keep your personal data on file. But, what if you want to completely erase your account? 

Some companies like Facebook, Skype, Craigslist and Ticketmaster make it difficult to delete accounts that you no longer want to use. Others, like Google’s Picasa, Netflix, Pinterest and Starbucks make it impossible to delete accounts online. 

By far the quickest way to extricate yourself from unwanted online accounts is JustDelete.Me.  This brand new, free service has received massive amounts of international press coverage, almost overnight, because they found a simple way to save you time and aggravation while solving the problem of your online privacy. Essentially, JustDelete.Me is a list of links to the precise page on numerous websites where you can delete your account. 

The topic of online privacy struck a nerve for us and we have been sharing our finding with our Language of Luxury audience all summer. If you have not already read our posts on this topic here is a set of links to the articles. We hope you find them helpful. 

How to Stop Companies from Tracking You Online

How to Find out What Google Knows About You

Is Privacy the New Luxury Expenditure? Part 3

 Is Privacy the New Luxury Expenditure? Part 2

 Is Privacy the New Luxury Expenditure?

 The Luxury of Freedom: New Rage or Outrage?

Written by Ron & Alexandra Seigel-

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Luxury Brand Strategy: How to Find out What Google Knows About You

The privacy debate rages on.  In yesterday’s a Wall Street Journal article, titled, Google’s Data-Trove Dance Internal Debates Over Using Collected Information and Protecting Privacy, journalist Amir Efraty notes,

“The breadth of Google's information gathering about Internet users rivals that of any single entity, government or corporate. The Web search and advertising giant continues to expand its collection and analysis of data, turning its mission to index the world, its people and their interests into a roughly $50 billion-a-year advertising business”. 

Here is how you can you find out, what Google knows about you.  Thanks to Tom Gara, WSJ journalist whose Google data graphic accompanies the above mentioned article, wrote, My Life, and Past, as Seen through Google’s Dashboard, here are the instructions: Go to Google.com and search for “Google Dashboard”.  You enter your password, and   view all the data about you.  Google gives you the option to turn the collection off, and delete archived data. 

We recommend that you read the article, as Mr. Gara has both a negative and positive spin on this.  The negative is digital blackmail and identity theft if anyone has your password, and the positive, “Our online histories, in the long run, could become one of our most cherished memories. In 20 years time they will paint a picture of our past more detailed than anything our brains are capable of.”

Enjoy your journey through your archives.

Written by Ron & Alexandra Seigel-

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Luxury Brand Strategy: Is Privacy the New Luxury Expenditure? Part 3

MEERKAT SURVEILLANCE TEAM

Personal privacy on the Internet is one of the most important topics in current events today.   Is privacy truly the new luxury expenditure?  Would you pay for a subscription to Google or the social media platforms if your privacy was guaranteed, and all ads were on an opt-in basis? Or would you hire a pair of meerkats?

The Snowden affair is an indication of the state of privacy on the Internet.  “Snowden was an employee and technical contractor for the United States National Security Agency, and a former employee of the Central Intelligence who leaked details of several top-secret United States and British government mass surveillance programs to the press.” (Wikipedia)  This surveillance included information obtained from Google, Verizon, Facebook, Yahoo, Amazon, and Microsoft.

His disclosures have fueled a variety of debates branding him a hero/whistleblower or a traitor.  His stand is “to inform the public as to that which is done in their name (the war on terror) and that which is done against them”(the 4^th amendment).

Here is the excerpt from the Bill of Rights, and is known as the 4^th amendment.

“The right of the people to be secure in their persons, houses, papers, and effects, against unreasonable searches and seizures, shall not be violated, and no Warrants shall issue, but upon probable cause, supported by Oath or affirmation, and particularly describing the place to be searched, and the persons or things to be seized.”

In an article in the Guardian, a British newspaper, John Naughton (a newspaper columnist) writes in an editorial piece, that the media is telling the wrong story: “the story here is where the proper balance between freedom and security lies”.   The most important outcome of this he feels is that the days of the Internet as a truly open global network are numbered if governments can demand wholesale information on its citizens activities.  And, how do you divide the Internet and which country is watching what and whom?

In conclusion, Mr. Naughton quotes Neelie Kroes, vice president of the European commission, "If businesses or governments think they might be spied on," she said, "they will have less reason to trust the cloud, and it will be cloud providers who ultimately miss out. Why would you pay someone else to hold your commercial or other secrets, if you suspect or know they are being shared against your wishes? Front or back door – it doesn't matter – any smart person doesn't want the information shared at all. Customers will act rationally and providers will miss out on a great opportunity."

What do you think?

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Luxury Brand Strategy: Is Privacy the New Luxury Expenditure? Part 2

Mining Your Personal Data

In Part 1, we discussed the effects of digital footprints or tattoos, and the impact of “free” usage of social media.  Here is the latest way to mine your data by Facebook.

As companies are reporting earnings for the last quarter, it is important to note that Facebook’s earnings have improved because companies are willing to spend money advertising on the social network.  Facebook has recently expanded its mobile ad strategies by spending time with its potential ad buyers and listening to what they need and want. 

The facts are that marketing budgets are eager to participate in mobile ads, because so many are connected to their mobile devices.  Facebook by virtue of its numbers is the logical place for these ads.   Com.score reports   “American consumers spent 225.4 billion minutes on Facebook mobile app and mobile Web pages in the second quarter, about double from a year ago.”

According to the Wall Street Journal, “What advertisers particularly like about Facebook mobile is to advertise on the news feed-the spot on member’s pages where they post their own news and read what their friends are posting.  The ads, with colorful photos are hard to miss, right in the middle of the scroll of updates.”  This fall they are planning to enhance this feature with video advertising.

How does that affect the average consumer?  Facebook has teamed up with Datalogix,  “which identifies people who have been exposed to an ad on Facebook and then mines credit-card and retailer purchase data to determine whether those people bought the product.” Wall Street Journal

 What do you think of this practice?

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Luxury Brand Strategy: No More Naked Popcorn

“Small Indulgences” is an important product and service area of luxury brand strategy and marketing.  It does not mean that the item has to cost a lot. The cosmetic industry thrives on this principle of small indulgences. Starbucks built a global empire on it. 

Not long ago, a college student from Chicago made it big by identifying an uncontested small indulgence market niche. He dominates a product category that he himself defined and is passionate about. Meet Brian Taylor, CEO of Kernel Season’s the popcorn seasoning company.  

Brian has a mission:  To rid the world of naked popcorn.  He started out by getting a local movie theatre to test-market his products for free.  This grew into a multi million-dollar business based on Brian’s love for popcorn and his curiosity about seasoning it. Now you can find Kernel Season’s (cleverly similarity to Colonel Sanders of KFC chicken fame) in the popcorn isle of most supermarkets. 

The brand name itself tells you what the brand is. It even has an avatar like the Colonel.  The slogan, “No More Naked Popcorn”, tells you, in just four words, exactly what the brand stands for.  

There is no mistaking what this new product category is or in which larger category this niche belongs. It is also intuitive where you would find the products in your local market-right next to the popcorn. 

Type in the search term, “popcorn seasoning”, in Google and this brand will come up first. But, not because of brilliant SEO work. There just is not much competition in this field.  That is the beauty of identifying an underserved or uncontested market niche as a luxury brand strategy.

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