Luxury Real Estate Marketing: To Gift or Not to Gift?

To gift or not to gift?  That is the question. Many agents who are involved in the business of luxury real estate marketing feel the need to give closing gifts to their clients. If you are going to do this, give a gift that tells a story so they remember you long after receiving the gift.  That way they will tell the story to their friends and promote you in the process.

One of the great gift giving stories took place in Russia when Tsar Alexander lll gave his wife an object d'art in the form of a bejeweled egg crafted by Peter Carl Fabergé, a goldsmith appointed as the designated jeweler to the Imperial Crown.  His wife was so delighted with the gift that it became a tradition on each anniversary of their marriage to give a "Fabergé Egg" to his wife. He gave the master craftsman free reign in the creation of the gifts, which became an ongoing commission, but with the stipulation that the egg must contain a surprise inside.

Most of the eggs were made of precious metals and decorated with combinations of enamel and gem stones. The term "Fabergé egg" has become closely associated with luxury. Many are considered to be masterpieces and have sold in auction for millions of dollars. 

Some luxury real estate marketing professionals believe that their clients should give them gifts for delivering invaluable service. Either way be sure to gift yourself when you close a transaction!

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Luxury Real Estate Marketing: LOL People Interview with Brad Hanks

We are always on the lookout to interview movers and shakers in the realm of luxury real estate marketing,  opinion leaders in luxury marketing in general, craftspeople such as interior designers, architects, and architectural photographs,  and also experts in social media.   We are excited to share with you The Language of Luxury  Radio interview series, that we now call LOL PEOPLE. It will be an ongoing feature on the LOL Blog.

Brad Hanks is the CEO (He calls himself the Chief Evangelical Officer) of Connect with Success.  He speaks all over the world on social networking and social media, with a particular expertise in applying  his success principles to real estate marketing.

Many luxury real estate marketing professionals ask, "what is the best way to start blogging."  Brad sheds some light on this important question.  He recommends beginning by expanding  your network of contacts first before you launch your blog. Then, your likelihood of attracting a larger audience, for your blog will increase dramatically. More on this, plus some excellent advice about managing and maximizing your time on social medial can be heard  on Brad's LOL Radio interview.  CLICK HERE TO LISTEN.

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Luxury Real Estate Marketing: Tapping Into Your Passion

Authenticity in your personal brand is essential when targeting high net worth clients in the realm of luxury real estate marketing.  Pretense will not get you very far in the long run. For example, if you are representing that you are an eco-luxury expert, but you are not really passionate about all things “green”, people will eventually see right through you.  However, if you are truly passionate about environmental stewardship, your passion will be palpable and your enthusiasm will be contagious to those who are also on your wavelength. Your passion is your natural resource and your greatest asset if you are willing to tap it.

The alignment of your wavelength with the wavelength of your ideal clients takes all of the effort out of marketing because you do not need salesmanship to convince them that you are a match. Precisely communicating your unique, authentic personal brand signal with laser-like clarity to a like-minded audience is the surest way to attract new business, to spontaneously spark word-of-mouth advertising, and also to generate unlimited referrals.  

By far, the best channel, system, vehicle or medium of communication to reach other people like you who will like you because you are like them, is through your blog.  To be a market leader today, you must gain visibility, you must be seen where your target market shows up, which now is on the internet.  It may take some getting used to, but the surest way to achieve top-of-mind status in your marketplace right now is to fully embrace this communication medium.

Here are the three biggest challenges of developing your personal brand as a blogger:

Challenge #1:

The first challenge of creating your personal brand is to identify an uncontested market niche that you can passionately dominant as an expert blogger.  The fierce competition for attention on the internet now makes it an imperative to create a personal brand as a blogger, one that enables you to instantly stand out from your competition. 

Challenge #2:

The second challenge of personal branding is crafting your marketing message. Your message (expressed through graphics, text, photos and video) must concisely convey your unique, authentic personality and your extraordinary promise of value. Your message must be delivered precisely and swiftly. That is the true measurement of an effective personal brand.

Challenge #3:

The third challenge of personal branding is consistency.   You must blog consistently to maintain visibility and sustain top of mind status.  You must consistently stay on your brand signal and maintain your authenticity.

To triumph over these challenges you must be passionate about your subject.  Otherwise, you will lose interest and bore your audience, who will simply unsubscribe.  That is why leveraging your passion, your greatest asset, is so important to your success today, as a luxury real estate marketing professional.

The New Imperative of Personal Branding in Social Networking

English Astronaut Piers Sellers, Photo by NASA Astronaut, Michael Edward Fossum

The key to building a high-volume luxury real estate marketing practice is developing an abundance of high-trust relationships.  The more you make the more you earn. Personal branding accelerates the process of building trust in cyberspace.

According to a recent survey by the Luxury Institute, about the ‘Social Networking Habits and Practices of the Wealthy', 7 out of 10 affluent consumers are now members of social networks. If you want to connect with more potential clients and referral sources, reach out and invest more time on these sites. It can yield big dividends if you go about it in a focused manner so that your valuable time is well spent.

With the right focus you can “stack the deck” in your favor to develop more high-trust relationships in less time. Developing a strong personal brand accelerates the attraction of high-trust relationships and referrals through the power of focused communication.

Personal brand done right harnesses the power of focused communication by making your core, authentic identity, i.e., who you are and what you stand for, explicitly and instantly clear to your target market.  Sharpness of focus quickens matchmaking because you and your target market can tell, right off the bat, if you are on the same wavelength.

Like-minded people like to do business with people like themselves because it feels so good to be on the same page.  The faster you can let your potential clients and referral sources know that you are a match, the faster you can build trust.  The faster you build trust, the faster the referrals flow provided there is reciprocity in the exchange of value for value. That is why personal branding in social networking is an imperative for luxury real estate professionals who seek market leadership.

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