Luxury Real Estate Marketing: Finding Leads in Closets

How is your return on investment based on the time you have spent with online social networking from a business perspective? Here is a very specific and focused application of online networking that cuts through the confusion and can yield outstanding measurable results.

In luxury real estate marketing, there is an important difference between professional networking and social networking. It is true that social networking can yield referrals. But, professional networking with synergistic non-competitive professionals within your marketplace is more deliberate and focused when it comes to generating business faster.  

Here is an example.  In your marketplace, are there any luxury homes with pools?  Doesn’t it make sense to meet the heads of the most successful pool maintenance companies in your area? How about taking the heads of the companies that design and install custom closets to lunch? Think of potential home sellers and buyers who reside in their address books!  These professionals are looking for more business too, and you may be able to introduce them to your contacts, as well.

Business networking has been around since commerce began.  The more non-competitive professionals you know the more potential referrals you get, and give. This may sound simple, but it is extremely important because it is easy to lose sight of the fundamentals with all of the hoopla of social networking.  Take the internet out of the picture for a moment and consider this: Who you know has always been key factor in your success.  

So, if increasing the number of quality professional contacts you have is a major key to success doesn’t it make sense to spend more time developing more professional relationships in a focused way, giving more referrals, and staying in contact with your sphere of influence consistently?

Bring the internet back in the picture.  Can you see how using tools like Linked In for professional networking can exponentially increase the number of potential referral sources you have and actually save you time?  It is simply a matter of focusing on finding and developing great relationships with more professionals within your local market. 

Now that you are getting measurable results from deliberate professional online networking, have a field day on social networking sites. Without the pressure of monetary expectations you probably with spontaneously generate referrals from all the new friends you meet.

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

Luxury Real Estate Marketing: Syndicate YOU! Part 2

Photo by byj

In Part 1 of this blog series we covered the wonderful opportunity to not only syndicate your listings as a means of generating leads for your luxury real estate marketing practice, but also syndicating YOU by leveraging the power of the new media tools. 

By creating a name for yourself on the internet,  a one-woman or a one-man brand, focusing on publishing content that you are passionate about (not necessarily real estate), you can significantly expand your sphere of influence. What is truly exciting about this opportunity is the relatively low cost of entry into the field and the potential for tremendous return on your investment.

Recently, a movie that was produced for $15,000 generated $7.1 within the first two weeks of its release.  The film’s buzz on Twitter and Facebook propelled it to #5 at the box office.  Word-of-mouth advertising via social media also helped to make the movie, Julie & Julia (Julia Child) a hit.  Barnes & Noble reported that they temporarily ran out of Julia Child’s, Mastering the Art of French Cooking because of the renewed interest that the movie triggered. And, the book is once again a best seller.

An important key to becoming a one-woman or one-man brand, as a luxury real estate marketing professional, through new media syndication (blogging, video, podcasting, article distribution, etc) is finding an uncontested niche.  If you carve out a newsworthy market space and generate compelling stories, others will help you spread the word because they are excited to “join” your brand.

Here is an example of a potential uncontested niche that you could cover as a syndicated columnist and also, contribute extraordinary value if you are passionate about the subject:  Local sports.  This does not include major league baseball, basketball, football, soccer, etc. It does include the little league, the high school sports scene, beach volleyball, the ultimate Frisbee league and more.  

The entire purpose of this exercise is to engage more and more local community members to interact with you and each other, and also become well known and well thought of in the process.  You will be surprised at how much real estate business can flow from syndicating YOU, without ever mentioning a thing about real estate. Just feature your real estate credentials along with some calls to action (to contact you for specific real estate needs, e.g., a CMA).

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

Luxury Real Estate Marketing: Syndicate YOU!—Part 1

Become a One-Woman or One Man Brand

There is no getting around it! To gain the competitive advantage in your marketplace, as a luxury real estate marketing professional, you need to embrace the evolving media of the internet.  To accomplish this you need to delve fully into and understand the concept of syndication both listing syndication and the syndication of YOU.

Those agents who focus on listing properties understand the advantages of syndicating their listings on as many web sites as possible.  That way they achieve maximum exposure for their listings by reaching consumers wherever they begin their property search.

Coldwell Banker, for one, promotes that their listings are now distributed to more than 350 web sites. A single listing can become a workhorse to generate leads.  Point 2 offers listing syndication to dozens of web sites. In both of these cases, once the luxury agent uploads a listing (something that an assistant can easily do) the rest is automatic.

But, what about syndicating YOU?  Personal syndication via blogs, videos, pod casts, articles, e-magazines and more enables you to reach even more potential clients and referral sources, providing you have something that is interesting to show and/or tell.  Being interesting, newsworthy and buzz-worthy is the key. But, you need to make it easy for others to find your publications in a sea of content.

To syndicate yourself via the internet, you need to become a one-woman or one-man brand.  You need to become synonymous with a specific niche or category in which consumers are interested. And, you do not necessarily need to publish content about real estate as long as it is clear that real estate is your “day job”.  It is perfectly OK to follow your “other passion” and become famous for something apart from real estate. 

An example of a one-woman brand in the culinary arena is Clotilde Dusoulier. Her name may not sound familiar, but her blog, Chocolate & Zucchini, has become quite well known. The brand name itself is memorable and buzz-worthy (you just want to tell others about it). The logo and website/blogsite stands out visually and is easy to navigate.  Plus, the content is excellent.

Ms. Dusoulier explains, “It is a good metaphor for my cooking style: the zucchini illustrates my focus on healthy and natural eating: fresh produce, artisanal goods, and a preference for organic and local ingredients. And the chocolate represents my decidedly marked taste for anything sweet in general, and chocolate, glorious chocolate in particular.”  She began writing her blog in September 2003, in both English and French.  Since then she has written best selling cookbooks and received national and international awards.  Her recipes and commentaries on food appear on several web sites. 

So, luxury real estate marketing professionals, we encourage you to take some risks. Discover and explore your passions beyond real estate. Dive into the new world of syndicating YOU! Be sure to read Part 2 of this series for more details.

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
Chocolate photo by FIR0002, Zucchini photo by Jake 7401

The Antidote to The Social Media Dilemma

Photo courtesy of Swanepoel Social Media Report 2010

The Titanic shift from traditional media to social media has confounded businesses of every type. Luxury real estate marketing professionals are no exception. With the Do Not Call laws, telemarketing is no longer an option. People are tossing direct mail in the garbage more so now than ever, without even looking at it. The ability to record TV programs and “zip through” commercials while on mute has significantly reduced the effectiveness of advertising on broadcast TV.  Even banner ads are being ignored online. 

All of these major changes pose this important question: How do you effectively reach your targeting market? The answer: You do NOT reach your target market. You allow them to reach to you by being accessible and offering extraordinary value. 

The Social Media Dilemma:  A Plethora of Choices, plus a Scarcity of Time

In the not too distant past we had three basic choices in the US when viewing TV: CBS, NBC and ABC.  With the advent of cable TV, suddenly there were over 500 channels. Today Direct TV has about 130 HD (high definition) channels alone.  Now, with YouTube and the ability for just about anyone to produce and publish video there are literally millions of choices for viewers to watch.

While viewers have a plethora of choices for online entertainment, they ironically have a scarcity of time.  This means that in any given category of entertainment they only can retain a couple of names of websites or other media channels in their minds. The same holds true for any category of product or service. 

The Antidote: Become the Break-Away Brand

The plethora of choices coupled with the scarcity of time poses what we have coined as the primary marketing ultimatum: Stand Out or Bow Out!™ If you do not stand out, and occupy the top of mind location on a short very short list of brands in a specific category, you might as well settle for crumbs at best when it comes to market share. 

Here is an example of how this works.  What is the first adhesive cellophane tape that comes to your mind? Can you think of another brand in this category?  Do you have time to research more brands? 3M’s Scotch Tape is the “category killer” in cellophane tape category.  To become the category killer you must become the bread-away brand.

To stand out and become the break-away brand, as a luxury real estate marketing professional, you need to select an uncontested category or niche in your marketplace that you can dominate with passion by offering extraordinary value, better than anyone else. That is how you get your target market to reach to you and recommend you to their friends. Being remarkable in a specific category triggers word-of-mouth advertising or buzz which can be amplified through traditional media and also spread virally through social media.

Take the antidote to the social media dilemna or settle for crumbs. Stand Out or Bow Out!

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

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.

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

Luxury Real Estate Marketing: Break New Ground, Don’t Be a Copy Cat!

Blue Frog by Michael Galber

The best way to take advantage of the new opportunities in social media, as a luxury real estate marketing professional, is to identify an uncontested market niche where you can run circles around your competition and even make your competition irrelevant.  The sure way to fail, or get mediocre results at best, is to become a copy cat.

Microsoft is at it again.  They are a company in search of a new identity in the new world of social media and cloud computing (software as a service via the internet, like Salesforce.com, vs. software located on your computer).  Instead of breaking new ground by finding an uncontested market space they are settling for being a copy cat.

Right on the eve of the launch of their new operating system, Windows 7, which is supposed to be absolutely outstanding, they are copying Apple by opening two retail stores, one in Phoenix, Arizona and one in Mission Viejo, California. What are they thinking? Certainly they will be able to roll out new products in their stores and engage face-to-face with customers.  However, this is just a case of becoming a “me-too” brand. Supposedly, they are going to have the equivalent of Apple’s Genius Bar. There is nothing new here. 

Perhaps they can demonstrate huge computer screens that run Microsoft software. But, they are not the manufacturers of the screens or other devices that run MS software.  If they carry the devices in their store they will be competing with other retailers in the same shopping centers.

When you think of an MP3 player, what is the first brand that comes to mind? If you are like the vast majority of people you will say iPod. Can you even think of another brand?  Very few people can even think of the Zune, Microsoft's “me-too” brand because they own such a small slice of market share in MP3 players.

If market leadership is your quest, as a luxury real estate marketing professional, steer clear of being a me-too brand.  Find a niche that your competitors are overlooking, one that you can be passionate about and dive in. Break new ground, don't be a copy cat.

Check Out Personal Branding Case Studies and Company Branding Case Studies

GET FLUENT. GET AFFLUENT!

FOLLOW US ON TWITTER: LuxuryMarketing

Leveraging Public Relations to Stand Out

Photo by Valerio Capello

As a luxury real estate marketing professional, how can you achieve top of mind status in your marketplace, overnight? One word: Publicity! The right publicity can help you stand out from the crowd.  Here is an example of how one Italian restaurant leveraged public relations to stand out.

Italian restaurants represent the largest population of ethnic restaurants in the U.S.   For example, several years ago the famed Golden Triangle in Beverly Hills (a few short blocks surrounding Rodeo Drive) was home to 18 Italian restaurants.  New York has the most number of Italian restaurants in the world outside of Italy.

Two years ago, Nino Selimaj, who runs six restaurants in New York, introduced the “Luxury Pizza,” which sells for $1,000 for a pie, or $250 for a single slice. This outrageous 12-inch pizza is lavished with crème fraiche, six kinds of the finest caviar available and thin slices of lobster.  It is sold exclusively at Nino’s Bellissima restaurant in New York.   The luxury pizza must be ordered 24 hours in advance. 

Nino’s luxury pizza may seem extravagant, especially today, when high net worth consumers are shying away from conspicuous consumption, at least in public.  But, it is the newsworthiness of the story that is at the core of the real message here.    We recently caught the story on the Travel Channel which means that the story has “legs” (longevity).  It was covered on many TV news features.

For those who travel to New York, having heard about the $1000 pizza, but have not spent a lot of time there, it is very likely that Nino’s restaurants may very well occupy top of their mind when selecting an Italian restaurant. What can you do, as a luxury real estate marketing professional to generate this kind of buzz in your marketplace by leveraging public relations?

Check Out Personal Branding Case Studies and Company Branding Case Studies

Tooting Your Own Horn

Attention, luxury real estate marketing professionals, who seek market leadership: It is time to toot your own horn and get your story out to the media!

There has never been more opportunity, in the history of mass media, than right now, to become well known and well thought of in your marketplace. That is the goal of public relations. The internet has become the primary source of research for the media. Over 90% of journalists, reporters, TV talk shows, bloggers and media spokespeople turn to the internet every day for research.  They are hungry for good stories. And, the internet makes it easy to spread the word about you via viral marketing (sharing your story with friends, family and colleagues with a couple of clicks).

But, you may ask: “What is my story?” or, “Why would the media be interested in me?” That is  the big challenge. To have a story, you need to be newsworthy. To have a story that triggers word-of-mouth advertising, you need to be buzz-worthy!

Most successful luxury real estate agents are what we call “transaction engineers”.  They have learned all of the fundamentals of marketing luxury homes and/or representing luxury buyers effectively.  They are good negotiators, good listeners, good problem solvers and they have integrity. But, that is only the price of admission, in a highly competitive field.

To stand out and be great, to become top of mind, to become a market leader, to attract the attention of the media, you need to create a story that is worth repeating.  You need to become known as an expert in something so that your opinion is sought by reporters.  And, you need to stand for something (that is distinct from your competition) in the minds of potential clients and referral sources. Nothing is more important in the new era of social media than standing out as the “go-to” agent or company in a specific niche in your marketplace.

 However, you cannot stand around waiting for the media to find you. If you want to surpass the transaction engineers, who just see themselves as competent practitioners, you must view your practice as a business.  Step outside your role as agent and take on the mantle of entrepreneur.  Do not be afraid to craft a inimitable story that demonstrates your expertise in your chosen niche and your superior marketing savvy. Get out there and toot your own horn!  But, do so in a tasteful way.  

Become a Celebrity Agent

Courtesy of Daniel Boulud

Luxury real estate marketing professionals who seek market leadership should take a lesson from famous chefs and become a celebrity agent in their marketplace.  Here is an example of a French celebrity chef who has created a wonderful buzz-worthy story with his masterful take on the all-American hamburger. 

A while back we happened to catch Martha Stewart mentioning her favorite burger, the DB burger on TV. When we were in Las Vegas we felt compelled to check it out at Daniel Boulud Brasserie at the Wynn Hotel on the Strip. 

Celebrity chef Daniel Boulud has created a version of the classic ground beef burger that is stuffed with red wine-braised short ribs (off the bone) and foie gras. It was a good thing it was not truffle season when we shared the DB burger ($35 at the time--it is now $47) because the price of  DB Burger Royale, his pièce de résistance, with a double helping of fresh black truffles on top, goes for $150.

The DB burger is served on a homemade toasted parmesan bun.  The bun itself was worth the price of admission, as chef Boulud imports the flour, for his breads and pastries, from France.  The side of pommes soufflé was so delicious that we considered waiting for a return trip before ever ordering French fries again.

Daniel Boulud selected an uncontested market niche, the “luxury burger”, and created an inimitable offering with extraordinary value. This process of identifying a niche where there is little or no competition and dominating this market space is a key step in becoming a celebrity as a luxury real estate agent.

If a competing chef offered another version of an extravagant burger as a way to gain recognition, he or she would be considered a “me-too” which is considered old news. Chef Boulud staked his claim first in this category.   It has helped him to become even more famous for his catering in New York and also for his restaurants. But, the buzz created by the famous DB burger has made chef Boulud famous in the minds of potential customers outside of his immediate marketplace—those who may never have heard of him before.

What can you do, as a luxury real estate marketing professional, to stake claim to an uncontested market niche and offer extraordinary value?  What can you do that leverages public relations to create buzz? What story can you create that will enable you to stand out from the crowd and become a celebrity agent?

Go for the Gold Part 3: How to Discover Your Unique Golden Voice

World's Largest Gold Bar,250KG Toi Museum, Japan Photo

The gold rush is on for luxury real estate marketing professionals. Be sure to read Part 1 of this series called, Go for the Gold! It is about leveraging the new media tools to tap uncontested market niches. And, also check out Part 2 where we cover the importance of being “follow-worthy” when blogging.

Here, in Part 3 we focus on how to discover your unique golden voice.  Your unique voice distinguishes you from your competition. It attracts followers when you report on the subject about which you are most passionate, i.e., your expertise. When you are consistently “in” your golden voice your unique brand of communicating resonates with your target market and you are more likely to convert your audience into clients or referral sources.

How do you find the unique voice? First, ask yourself these questions:

1. What could get you fired up about each and every morning that you could report on (for inspiration , go see the movie Julie & Julia) 
2. What aspect of your marketplace are you passionate about? 
3. What subject can to be you become known for as an expert that would generate strong interest from those within your marketplace?

It is time to stake your claim to an uncontested market niche and cash in on your passion. Discover your unique voice.   Become a master in the use of the new media tools that allow you to reach your target market easier and faster than ever before,  Sure they are daunting at first. Just get over it! Go for the gold!

Go for the Gold! Part 2: Becoming Follow Worthy

 Luxury real estate agents have been hearing, for a couple years, that they need to blog.  They have been promised that Google will magically send traffic to their sites if they just spew “content”.  Never mind that the content that they are writing about or the stories they are reporting are of any interest to a target market. Forget the idea of original content.  After mindlessly regurgitating other people’s information, most agents abandon their blogs within 60 days concluding that it was a waste of time and was of little value in terms of generating immediate leads, let alone transactions.

What an awesome tool the blog is for those who have discovered their unique “golden” voice, a voice that is “follow-worthy”!  Blogs offers anyone the opportunity to become a syndicated columnist because followers can subscribe to their “column”, keep up on the latest installments and also engage in discussion with the author and other followers. Plus, it is virtually free!  So, is the help you can get from your silent marketing partner, Google.  Google wants to help create a perfect match between you and your potential audience, your ideal potential clients because they sell more ads when users experience better search results.  

 Right now, there is an abundance of unexploited marketing niches right under your nose, where you can become the undisputed market leader.  But, you will not perceive these untapped “gold mines” if you do not know your own mind. You first need to discover your own golden voice.  

 Follow us on Part 3 of Go for the Gold!  We will cover specifics methods for discovering your unique golden voice.

Go For The Gold Part 1: There Is A Gold Rush Out There

While most luxury real estate marketing professionals are still reeling from the downturn in the market and working harder than ever just to keep up, some are seeing the enormous opportunity that the new era of the internet has to offer and they are starting to reach for the gold ring.  Yes, there is a gold rush out there. But, what may not be obvious is what the new gold looks like and how to find it.

The new gold is all about identifying an uncontested niche in your marketplace where you can add extraordinary value; then staking your claim to ownership of that new market space. It is about cashing in on who you are, what you are most passionate about and leveraging the new media tools to reach and connect with your ideal clients in a focused manner.

What is the catch?  You need to know who you are, what you stand for, what you are passionate about what you can do better than anyone else in your marketplace.  You need to discover you unique voice. Only then will the new media tools make any sense to you in terms of their potential to tap the gold reserve that awaits you.  The tools are meaningless otherwise.  Only when you become “follow-worthy” will you attract and retain your audience, and also convert that audience into cash flow.

The opportunities for cashing in on your passion have never been more abundant than right now because of the new media tools. Read Part 2 of this series called, Go for the Gold!  for more details about how to discover your unique voice and how to become follow worthy. 

Generating Leads with the Right Message!

This Saturday at the Farmer’s Market, I noticed an ad on the back cover of Edible Santa Barbara, which was that of a burger that suits our exacting standards of what a burger should be.  Here is the description that made me call the winery and ask for the photo, so that we can share it with our luxury minded friends.

This burger is served at one of the local wineries in the Santa Ynez Valley, which is home to outstanding wineries whose pinot noirs have gained kudos statewide and are rivaling the Napa & Alexander Valleys, our former home.  Roblar winery  and cooking school prides itself on sustainably grown estate wines.  To differentiate itself from the usual winery with its tasting bar, they have added a restaurant  serving lunch daily,, dinner every last Wednesday of the month, and a wonderful brunch on Sundays

Here is a description:.

1.  Locally baked toasted bun  

2.  Locally Grown Organic Romaine Lettuce

3.  Locally Grown Organic Heirloom Tomato

4.  Local Grass Fed Ground Sirloin

5.  Estate Grown Organic Onions

This description not only encouraged us to drive to Santa Ynez (45mns) for a burger, but also demonstrated the standard of excellence this company stands for.  We are now looking forward to tasting the wine.

Unlike our previous post on the Burger Wars (Carl’s Junior vs McDonald’s), this $15.95 burger does not factor in competition of other wineries.  It stands alone on its merit.  We found rave reviews for the burger on line, and the marketing manager, Chelsea Pence, told me that people travel long distances to feast on this culinary delight.  We plan to do that soon, and we will keep you posted. 

Luxury Real Estate Marketing: Virtual Virtuosos- Part 2

Michael Marquette & Simon Turner--Marquette Turner Luxury Homes

In Part 1 of Virtual Virtuosos we featured Jim Walberg’s virtual company, Caribbean Islands Realty.  Clear across the globe another virtual company is breaking new ground and changing the face of luxury real estate marketing as we have come to know it.

At the Luxury Real Estate Awards (Who’s Who in Luxury Real Estate)held on September 18^th  in Vail, Colorado Marquette Turner Luxury Homes (MTLH) was awarded “Best Luxury Real Estate Brand Integration”, ahead of more than 1700 companies from more than 65 countries around the World.  MTLH is headquartered in Sydney, Australia, with offices in Melbourne and Brisbane that are used only as needed to service clients in face-to-face meetings, vs. over the phone or internet.

Like Jim Walberg, Michael Marquette, Simon Turner and Christine Watson are virtual virtuosos.  The MT team has mastered the fine art of high net worth buyer lead generation.  MarquetteTurner.com is one of the highest trafficked websites in Australia with a significant percentage of traffic coming from the United States. 

By leveraging technology, the wealth of free or close to free net services, plus utilizing office space “on demand” they have deconstructed previous assumptions of high overhead associated with brick and mortar real estate offices.  And, they have achieved profit margins that would be the envy of most traditional real estate companies.

This dynamic trio has developed a lead generation strategy that exemplifies the power of blogging and content distribution over social media. Their system is far superior to any large luxury real estate firm that we have seen, so far.  Because they are nimble, in terms of their operating methodology, Marquette Turner is the company to watch on the leading edge of the luxury real estate industry.

Check Out Personal Branding Case Studies and Company Branding Case Studies

GET FLUENT. GET AFFLUENT!

JOIN OUR LANGUAGE OF LUXURY GROUP ON:

Proxio, BrokerAgentSocial, Plaxo, Linked In, ActiveRain, RealTown, Facebook

FOLLOW US ON TWITTER: LuxuryMarketing

COMMENTS? Please use form in left column

Luxury Real Estate Marketing: The Virtual Virtuosos, Part 1

Jim Walberg (Carribean Islands Realty) Ron Seigel (Napa Consultants) Simon Turner (Marquette Turner) Alexandra Seigel (Napa Consultants) Michael Marquette (Marquette Turner) Chris Watson (Marquette Turner)

“The Future is here.  It’s just not widely distributed, yet” 

--William Gibson, Science Fiction Novelist

 Pay close attention to this blog series because we are featuring the luxury real estate marketing model of the future and those companies who are on the leading edge of this very important new wave.  We call these superstars of luxury real estate, the Virtual Virtuosos, as they have cracked the code on the virtual real estate office. They are each stars in their own right because they each won prestigious awards at the Who’s Who in Luxury Real Estate conference held last week in Vail, Colorado.

 Meet Jim Walberg.  He and his wife (and partner) Anne Marie, own Caribbean Islands Realty (their virtual company) and also the most successful real estate team at Keller Williams Realty Danville (California, east of San Francisco Bay) . A couple years ago, Jim and Anne Marie pursued their big dream: owning a real estate firm in the tropics and spending more time there.  They purchased this company which included the brick-and-mortar building that housed the office.  Eighteen month later they sold the building and went 100% virtual.

The Big Ah-Ha!

Jim and Anne Marie realized that by forging commission agreements with over 30 developers of upscale properties in the Caribbean, they could work “remote-control”.  Most of the developers have on-premise, in-house staff that can show the properties to the clients that the Walbergs cultivate as web leads and pre-qualify.  

The Walbergs’ big “ah-ha” was a total paradigm shift, a complete deconstruction of the luxury real estate business model.  They shifted from listing and showing real estate to being expert LEAD GENERATORS.  In the process they cut their overhead to zero and thus, exponentially increased their profit margin.  By leveraging the powerful technology of blogging and other content generation methods via social media, plus extensive profession-social networking, Caribbean Islands Realty.com ranks on top of Google searches, naturally, without any pay-per-click advertising expenses.

Last week, Jim Walberg won the award for Best Industry Networking, at the 14^th Annual Luxury Real Estate Conference of Who’s Who in Luxury Real Estate.   This was an award that was well deserved. We met Jim in the “Luxury Lounge” on luxury realestate.com, the exclusive professional networking arena only for members and affiliates (Napa Consultants International and Luxury Real Estate.com are business partners).  We became fast friends with the Walbergs and have started a mastermind of brainstorming virtual virtuosos as Napa Consultants, International is also a 100% virtual company, with partners in all corners of the globe.

In Part 2 of Virtual Virtuosos we will feature the team from Marquette Turner, headquartered in Sidney Australia.

Check Out Personal Branding Case Studies and Company Branding Case Studies

GET FLUENT. GET AFFLUENT!

JOIN OUR LANGUAGE OF LUXURY GROUP ON:

Proxio, BrokerAgentSocial, Plaxo, Linked In, ActiveRain, RealTown, Facebook

FOLLOW US ON TWITTER: LuxuryMarketing

COMMENTS? Please use form in left column

Luxury Real Estate Marketing : The Element of Surprise

Ritz Carlton Hotel (residences) in Vail, CO with Autumn Colors On the Mountain

In luxury real estate marketing we refer to quality cues, those small things that communicate volumes about exemplary service.  Surprises, those unexpected gestures of warmth and hospitality can easily win over clients and generate buzz. Here is an example of a quality cue that was a complete surprise.

This week we attended the Who’s Who in Luxury Real Estate conference in Vail, Colorado where we were guest speakers.  This wonderful conference was held at the Ritz Carlton hotel in Bachelor Gulch, which was elegantly designed in the tradition of a mountain chalet in Europe.  What was remarkable about the hotel, in addition to the sumptuous amenities in our room, was the truly outstanding service.

Daniela, the BaristaEach morning, we visited the coffee bar where scrumptious breakfast pastries were served. The croissants, baked in the hotel early that morning were particularly tasty. They were crispy and flaky on the outside and supple on the inside, in the authentic Parisian style. Daniela, the barista, was from Slovakia. She was warm and extremely hospitable.  She brewed fresh organic coffee, provided by Wolfgang Puck that was rich and aromatic.  Daniela was eager to engage in conversation while the coffee was brewing, and wanted to make sure we were enjoying our stay.

The service at the event itself was excellent, as well.  Sylvia D’Amico from Poland, was a standout.   We told Sylvia about our delightful experience at the coffee bar with Daniela and raved about the coffee.  Sylvia and Daniela turned out to be close friends.   The next evening we were totally surprised when three packages of Wolfgang Puck’s coffee and a box of croissants were delivered to our room as a gift, compliments of Sylvia.

Quality cues are important before, during and after you provide service. Surprises can sometimes be the best quality cues.    How can you surprise and delight your prospects and your existing clients?

Check Out Personal Branding Case Studies and Company Branding Case Studies

GET FLUENT. GET AFFLUENT!

JOIN OUR LANGUAGE OF LUXURY GROUP ON:

Proxio, BrokerAgentSocial, Plaxo, Linked In, ActiveRain, RealTown, Facebook

FOLLOW US ON TWITTER: LuxuryMarketing

COMMENTS? Please use form in left column

Luxury Real Estate Marketing Essentials: There is No Place Like Home!

After attending and speaking at two international real estate conferences in Colorado, we arrived home, late in the evening, at our tiny local airport in Santa Barbara, California.  The moment we disembarked on the tarmac (too small for jet bridges), the sweet ocean air filled our lungs.  We were back in our cozy home town. We realized that there was a powerfully obvious message that we wanted to impart to luxury real estate marketing professionals.

Today’s jets are like time machines or modern versions of Dorothy’s red shoes in the Wizard of Oz, whisking us away to new locales in no time.  With only carry-on luggage, we were on the freeway in just a few minutes heading home. 

It was delightful to be greeted by our cats as we walked in.  Although, we had stayed in wonderful hotels, there is no bed quite as comfortable as our own.  We slept soundly.

A home can have a deep emotional connection to our hearts, a feeling that is unique to each individual.  One of our friends in Los Angeles loves her home because the architecture is reminiscent of Cape Cod where she grew up. The backyard, with its tropical vegetation and pool, is her late husband’s favorite area because it pays homage to the Southern California lifestyle.  Another friend in Santa Barbara loves her view of the ocean from her second story bedroom and the fact she is a block and a half away from the beach where she walks every morning.  

Coming home, we realized just how important it is, as a luxury real estate agent,  to understand what  “home” means to  each of your clients, personally.  Although, they often speak in terms of the number of bedrooms, bathrooms, fixtures, etc., what they really want is an emotional connection with the place they are buying.   Whether it is the admiration of others or a profound inner sense of peace, reach for a clear understanding of your client’s personal meaning of home. Listening for that intangible desire of comfort or ego-gratification can make your job easier. In fact, it can make you a hero in your clients’ eye when you satisfy their emotional need by finding them the right home. 

It is also important to understand the emotional attachment (or lack thereof) that the sellers have to their home.  By discovering what moving on will mean to them personally, you may just find that you have won the listing because your competition overlooked this crucial piece of the puzzle.

Check Out Personal Branding Case Studies and Company Branding Case Studies

GET FLUENT. GET AFFLUENT!

JOIN OUR LANGUAGE OF LUXURY GROUP ON:

Proxio, BrokerAgentSocial, Plaxo, Linked In, ActiveRain, RealTown, Facebook

FOLLOW US ON TWITTER: LuxuryMarketing

COMMENTS? Please use form in left column

Speak to Me in My Language! Part 2

As a luxury real estate marketing professional, crafting the right message on your website is crucial to converting web leads into phone calls or email inquiries. You must “speaks the language” of your target market if you want to generate an abundance of leads. Being congruent with your message when you actually deliver your service is what converts web leads into converts –raving fans.

 In part one of Speak to Me in My Language! We showed how the right message, communicated in a way that meets the personal needs of your target market, brings about  converted web leads.  Ron was looking for a high end hair salon to get a great cut, which is easy to find in a big city but more challenging to find a smaller town like Santa Barbara. He found a salon that spoke his language on the website and made an appointment.  The web lead was converted.  But, did Ron become a convert of River Blue Salon?

 Yes! The extraordinary service blew him away! It began with an extensive scalp massage, then a neck and shoulder massage while Suni washed his hair.  The level of her expertise in cutting his hair was indeed on par with the best salons of Los Angeles.  The complementary hand massage by the masseuse from the mini-spa at the salon, during the cut, was the WOW! factor, on top of an outstanding cut. 

 Furthermore, Suni told Ron that she and her husband (and business partner) train each of their employees to deliver the same consistent service, both in technique and in providing a quality experience.  She said that in the event she or her husband was not available at the salon, any of the other stylists could duplicate the service.  This was another big WOW!

 Being congruent in term of your website messaging, the quality of your service and your business systems is absolutely mission-critical if market leadership is your quest. Always be on the lookout for ways to bring into sync the entire experience, from first glance at your website to staying in touch after you deliver your service.

 Also, see Spinning a Good Yarn as an example of what happens if your website is not congruent with your level of service.

Check Out Personal Branding Case Studies

GET FLUENT. GET AFFLUENT!

JOIN OUR LANGUAGE OF LUXURY GROUP ON:

Proxio, BrokerAgentSocial, Plaxo, Linked In, ActiveRain, RealTown, Facebook

FOLLOW US ON TWITTER: LuxuryMarketing

COMMENTS? Please use form in left column

Luxury Real Estate Marketing Essentials: Spinning a Good Yarn

As a luxury real estate marketing professional, one of the most important, yet overlooked ingredients in building a successful practice is being congruent in your actions, your business systems your marketing message, in your website design (and content) and in your collateral material.  Your entire story must be consistent.

It is essential that you “spin a good yarn” by telling a compelling story that invites people to select you over your competition. Even if you come up first on Google you are not assured new business if consumers are dissatisfied when they arrive at your “store”. Before you spend money optimizing your website, be sure that your entire story is congruent and your store is in order. 

Alexandra was searching for a local yarn online so she could knit an afghan as a baby gift.   The website that came up first in the Google search was aesthetically pleasing.  The company’s slogan was appealing. Their messaging was right on Alexandra’s wavelength which prompted her to take action and visit the brick and mortar store.   They described the luxurious fibers of Alpaca, Angora, Bamboo, Organic Cotton and Wool that were sold in the store, which was exactly what Alexandra was seeking. 

When Alexandra arrived at the store it was in disarray, it was dirty, and uninviting.  That was just her first glance through the window.   On top of that the store was closed during business hours.  There were too many incongruent signals for Alexandra to return to the store and shop there. 

There may be a logical explanation for the disarray. However, time restraints prevent most consumers from giving service professionals the benefit of the doubt.  That is why you only have a nano second to make a good first impression.  There is no excuse for disarray on your home page of your website.  But, the entire website must be congruent.  Your superlative service must follow suit.

Check Out Personal Branding Case Studies

GET FLUENT. GET AFFLUENT!

JOIN OUR LANGUAGE OF LUXURY GROUP ON:

Proxio, BrokerAgentSocial, Plaxo, Linked In, ActiveRain, RealTown, Facebook

FOLLOW US ON TWITTER: LuxuryMarketing

COMMENTS? Please use form in left column

 

Luxury Real Estate Marketing: Citizen Journalism, Part 2

This is Part 2 of our blog series on Citizen Journalism. Part 1 was about a dishwashing liquid called Bright Green, a great Safeway product with a serious container design flaw. We contacted Safeway and sent them a copy of our blog post.  But, we did not get a response. Today, I called again and left a message.  The key to success in social today is two-way communication with customers. Let’s see how Carl’s Jr. responds when we send them this post.

You may have heard the catchy slogan for Taco Bell, “Think outside the bun”.  The company is persuading fast food customers to choose a different category of fast food besides burgers and then choose Taco Bell as their preferred taqueria. This is reminiscent of 7Up’s classic slogan—“The Uncola”--that persuasively suggests that cola drinkers switch to their lemon-lime beverage.

But, how do you chip away market share from a market leader such as McDonalds if you are Carl’s Jr.?  Carl’s Jr. has come up with a sensational answer in their latest commercial about Big Carl which is a direct assault on the Big Mac. They are really “thinking inside the bun!

In just 30 seconds Carl’s Jr. compares the two products, feature by feature, in a very convincing way.  The Big Carl has double the meat, double the cheese for less money.  There also is no third layer of bread in the Big Carl. For those who prefer lower carbohydrates this is quite compelling. The message was so clear that we understood it with the mute button pressed.

After seeing the Big Carl commercial we are convinced that, given a choice between McDonald’s and Carl’s Jr., Big Carl would win hands down. How many other non-fast food customers are convinced by this commercial to at least try the Big Carl? This may be a side benefit of the ad campaign that was not even anticipated.

The Big Mac is a thoroughly branded product. It even has a jingle that describes all of the ingredients that comprise the burger. Carl’s junior fully exploits the fact that McDonalds cannot change their product (to match Big Carl) without changing the very identity of their branded burger.

A very good sign that Carl’s Jr. understands social media is the fact that we were able to find this relatively new commercial on You Tube. (See below) We will let you know if they respond to us when we send them this blog post.

Check Out Personal Branding Case Studies

GET FLUENT. GET AFFLUENT!

JOIN OUR LANGUAGE OF LUXURY GROUP ON:

Proxio, BrokerAgentSocial, Plaxo, Linked In, ActiveRain, RealTown, Facebook

FOLLOW US ON TWITTER: LuxuryMarketing

COMMENTS? Please use form in left column