Luxury Real Estate Marketing: Brand In Alignment with Beauty

Here is a quick personal branding quiz:

What is most important when crafting your personal brand?

1. Self expression
2. Designing to meet the aesthetic expectations of  your target market
3. Capturing attention with the WOW factor!
4. Standing out from your competition
5. All of the above

 If you answered (5), all of the above, you are correct.  Creating a personal brand is truly a balancing act!  

Capturing attention and standing out from your competition are both very important when crafting your personal brand as a luxury real estate marketing professional. However, the two most treacherous traps that luxury real estate marketing professionals fall into when attempting to brand themselves are these: 

1. Factoring out the aesthetic expectations of their target market thinking that self expression is all that is needed
2. Factoring out their personality, values and personal aesthetic preferences to please their target market.

Either one of these extremes is a recipe for failure in personal branding.  

Certainly, you have heard the expression “beauty is in the eyes of the beholder”.  There is no question that aesthetics is a subjective value judgment.  To some contemporary art design and architecture is the ultimate expression of the human spirit, while traditionalists see no value in it at all.  But, when it comes to branding, the entire exercise is to make the subjective, objective. Brand comes first and then in alignment  with beauty.

If you work in a conservative marketplace this objective fact must be respected if market leadership is your quest. Too much shock value may keep you out of the winners circle. The objective measurement is whether or not you are attracting the number of clients that you need to reach your goal. There are ways to express yourself to a conservative audience without offending them and still feel that you have not compromised your sense of self expression.  Find a way to express yourself in your personal life if outrageousness is your “thing”, like the owners of these luxury cars (Mercedes and Jaguar) depicted in this article.   

But, trying to please everyone is impossible.  Trying to be all things to all people is likewise futile.  Leaving YOU out of the branding equation eliminates perhaps the most important key to branding success: authenticity.

When we conduct a strategic brand analysis in our consulting practice, we dial into all of these factors in the quiz above to establish our client’s “brand signal”.  It is like finding the right combination when all of the tumblers click into place and the brand “unlocks”. 

Once you amplify your authentic brand signal and reach your target market through focused communication, those who resonate with that signal with naturally gravitate to it.  Therefore, it is essential to place brand before beauty.  You must sharply differentiate yourself from your competitor and you must do so with a wow factor.  But, with aesthetics, you must also strike the perfect balance between your personal tastes and the values of your target market.

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Marketing Luxury Real Estate: What Are You Trying to Say?

As a luxury real estate marketing professional, it is important that you get your marketing message laser sharp. You must speak to your target market in a language that they understand using words that resonate precisely with their mindset.  The faster you can communicate your extraordinary promise of value in a way that addresses their most pressing needs the quicker they will want to do business with you. 

Apart from referrals, open houses and yard signs, your website is the place where most consumers discover you for the first time.  Does your website instantly communicate who you are, how you are different and how you stand out from your competition?  Think of your website as a retail store.  Does your site compel people to walk in to discover more?

We walked by the window of the Louis Vuitton store in Santa Barbara, California on Thanksgiving weekend,  one of the most important weekends of the year for retailers. After “scratching our heads”, wondering what this was all about we just had to take a photo and write this post about messaging. 

You can see what we saw in the window depicted above.  An elephant  doing an “hand stand” on a plank that is balanced on a ball with a designer purse on the opposite end of the plank lifting the elephant. What message does convey to you? Does it make you want to enter the store to shop?  Does it make you want to buy that particular item? To whom are they attempting to communicate?

Unless this store is a destination for you because you already know the brand and you intend to shop there for the Holidays, this is a huge missed opportunity to draw in new customers. Window design is an art form in luxury retail stores throughout Europe.  With so much competition for attention you only have seconds to capture the the attention of prospective customers. How can you expect to increase sales if you cannot draw customers in the store in the first place.

The same applies to marketing luxury real estate and to marketing YOU.  Get your messaging spot on and you will dramatically see an increase fin the number of prospects that convert to clients and sales.

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Luxury Real Estate Marketing: There still is Intrinsic Value in Great Locations

 

We are excited by the great feedback received on our new article series, highlighting 50 Top Luxury Real Estate Markets in the USA. For each of our articles we interview many of the top agents in the area and get their take on the positive aspects that make their marketplace distinct. We also showcase their high-profile luxury listings that can instantly be viewed in a slideshow within the article. Some of the recent markets we have covered include the South Central Coast of California (Santa Barbara, Santa Ynez Valley and the Channel Islands), the Hawaiian Islands and Park City / Deer Valley, Utah. Many have asked, “Why did we launch this series?” Here is our answer.  

First, for consumers, we wanted to shine a positive spotlight on some of the best marketplaces in the country because there are some outstanding opportunities out there for qualified buyers.  Secondly, we wanted to inspire our luxury real estate marketing professionals in our audience.  The inspiration comes from their peers, the ones who are not only surviving under current market conditions, but are, in many cases, thriving.  Thirdly, we believe that when you can be inspired by the success of others without feeling diminished yourself, that your own success is right around the corner. 

Lastly, through all of our research in the realm of luxury goods and services, we have noticed that, intrinsic value vs. getting approval from other for status purposes, is the focus of  high net worth consumers more so now than prior to the recession.   Generally, they are much more discerning now when it comes to paying a premium for luxury. Therefore, we have strived in our articles to bring out the intrinsic value such as natural settings, the tangible and the intangible aspects that come with living in the most desirable luxury real estate markets in the country.

Thanks to our media and syndication partners, the Language of Luxury (LOL) reaches over one million readers. It is syndicated on 25 channels including many of the finest luxury real estate publications in the world such as Dupont Registry, Unique Homes, Luxury Homes Magazine, Ocean Homes and LuxuryRealEstate.com. LOL (lLanguage of Luxury blog)  also appears on other real estate specific media including Active Rain, Proxio, Broker Agent Social, Real Blogging and NewsGenius .  Together, our hope is to remind luxury real estate marketing professionals, worldwide, that the old real estate adage, “location, location, location” still holds true.  Perhaps over-inflated prices have disappeared to a greater or lesser degree, which is obviously more advantageous for buyers than sellers. But, there still is intrinsic value in great locations!

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Luxury Real Estate Marketing: Practical Luxury

We often hear that time is money.  Having time to enjoy the good things in life is a luxury. Yet, sometimes we are lured by lower prices or special offers, thinking we are saving money, when doing so can actually waste time.  Sometimes, paying more seems impractical.  But, think again!  Think about the concept of practical luxury. As a luxury real estate marketing professional, how much is your hour worth?

 Have you ever been offered a dollar to complete a survey that takes 10 minutes of your time?   That means that your time is worth only $6 per hour.  At a new upscale shopping center we were offered $10 to complete a survey that only took 3 minutes.  That equated to $200 per hour--a much better return on our time spent, especially for effortless work.   But, the key here is to stay focused on what your time is worth.

With gas prices skyrocketing, many are lured by gas stations wars.  Depicted here are two gas stations catty corner from each other.  Union 76 always has lower prices than its competitor, Chevron, across the street.  The majority of time, the owner of Union 76 is directing traffic around the narrow pump aisles, making sure that everyone is on the correct side of the pump.  At peak times, people are lined up to fill up while their engines are still running.

 At the Chevron station there is no wait whatsoever. There are more pumps and wider aisles for easy access.  What is your time worth while you are waiting to save a couple of bucks?  If your car uses premium gasoline you are spending $2.00 more per fill up of 20 gallons.  However, you are quickly in and out of the gas station. You can get to where you are going quicker and in a better mood.  Now that is practical luxury!  Are you worth it?

The best luxury real estate marketing professionals thoroughly understand the mindset of their clients and target market. This nuance of practical luxury can give you an insight as to why some affluent people do not bother to comparison shop.  While, there are those who became affluent because of a very frugal mindset. Neither is better.   Some just value their time in different ways.

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Luxury Real Estate Marketing: No-Tech Marketing

No-Tech marketing can pack a bigger wallop than internet marketing.  As a luxury real estate marketing professional it is important to have a balance of high-tech and no-tech marketing, as part of your strategy to achieve top-of-mind status in your marketplace.   Here are two examples.

Gelson's Market Santa Barbara

Gelson’s Markets like many other markets or food specialty stores in the USA prepares a takeout Thanksgiving dinner.  You can order in accordance to the number of people you are hosting.  The dinner is complete with hors d’oeuvres, side dishes and dessert. Additionally, they will suggest the perfect wines for the occasion.  This season, they added no-tech marketing to their promotion.  Last Saturday you could come to the store between the hours of 11AM to 2PM, to sample an entire Thanksgiving meal, without wine. 

Williams Sonoma-Santa Barbara

Williams Sonoma had a special sale on all the cookware, accessories, and foods one may need to prepare a gourmet Thanksgiving dinner. This included their special cranberry relish, gravy, spices and more. You can even sign up for free cooking classes this week on how to make Thanksgiving easier.  During the classes, their chefs will be demonstrating time saving techniques.

The net result in both cases is increased good will and customer loyalty which, in the long term will pay off handsomely for both stores.  How can you implement no-tech marketing in your luxury real estate marketing strategy?

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Luxury Real Estate Marketing: What is Your Luxury Brand Personality?

As a luxury real estate marketing professional you have to identify the luxury brand  personality of your marketplace and make sure it is harmonious with your personality.  If it is a match, then it will be a match made in heaven as those with similar likes will be attracted to you.  Here are three examples of luxury personalities.

Sophisticated

The Louis Vuitton store pictured above defines a sophisticated luxury brand personality.  This is reflected in the look of the store, with fine leather furniture, beautifully crafted wood and glass counters and display cases, and top of the line accessories.  The merchandise is traditional and elegant.

Hip

All Saints Company is an example of a hip brand luxury personality.  The windows are filled with antique sewing machines emphasizing their quality manufacturing and tradition.  The lighting is industrial reminding one of a factory, and the clothes are chic, edgy and hip.  The clothing tags are handwritten and some of the beaded garments sport an additional “manually embellished.”

Photo by Pietro Cruciatti, Dreamstime

Fun

Moschino, an Italian designer is known for the fun brand personality in luxury, as seen in the helmet above.  His tagline is “A Stylish Attitude”.   The motorcycle helmet definitely screams attitude. The clothes are quirky and fun.  The jewelry is one of a kind.  The picture of the brooch below shows three dangling enameled and articulated fish hanging. The inscription on the top of the circle, says in Italian, “If you sleep, you don’t catch." 

What is your luxury brand personality and what is the brand personality of your marketplace?  Is it a match made in heaven?

Luxury Real Estate Marketing: New Trends in the Brand Naming Game

All Saints Store in Santa Monica

In luxury real estate marketing, it is of paramount importance to come up with the right name for your business.  One of the traditional rules of branding has been to keep a name short because they are easy to remember, and easy to spell!  As the new century dawned the rules have been challenged and some of the new the names became descriptive of their mission statement, their marketplace or who they are. 

Some of the pioneers in the longer version name game can be found in the fashion industry.  Here are some of our favorite brand names and the story behind them.

Not Your Daughter’s Jeans:  This is a brand of women’s clothing including chic jeans designed to flatter every woman’s figure.

Citizens of Humanity:  This is a Luxury Denim & Apparel for Women & Men.  A portion of proceeds are given charity.

Band of Outsiders:  This is a clothing company for “geek chic”, hence outsiders.

All Saints Spittafield:  This is a manufacturer and retailer of quality garments. Their stores are decorated with assorted antique sewing machines. All Saints donates to “Not For Sale” a worldwide movement to stop human trafficking.

Rag & Bones: Fashion for men and women, the name is a British phrase for junk dealers of old with a pushcart who bought and sold and recycled discarded items.

Is it time for you to play the brand naming game?

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Luxury Real Estate Marketing Keys for Personal Branding: Part #5 Refinement

In Part 3 of this series, we used pottery as a metaphor for the three keys of luxury real estate marketing  for personal branding: Define. Align. Refine!  We recommend Self-definition (Part1) and Personal Alignment (Part 2) as preparation for defining Your Unique Selling Proposition (Part 4). This is akin to wedging or kneading the clay prior to throwing a vase. It insures structural integrity by aligning the molecules and removing troublesome air bubbles.

We continued the pottery metaphor for the personal branding process by introducing the principle of centering which is required throughout the entire process of throwing a vase using a pottery wheel. The successful process of transforming a lump of clay into a vase requires one’s full concentration while keeping the clay centered on the wheel.

Tom Collins trimming

The trimming process, involves cutting away the excess clay of the partially dry vase. Trimming is also done on the wheel. It requires the same mental concentration to keep the vase centered while reducing the thickness of the sides and bottom. It is a balancing process of cutting away the excess without compromising the architecture of vase. 

In personal branding, the goal is to reduce or refine the marketing message of one’s unique selling proposition or the unique promise of value, as we like to refer to it, to just a few words. What emerges from this process is a laser sharp marketing message that sharply differentiates you from your competition. 

The true test of the trimming or refinement process is whether or not you can communicate the essence of your brand, your unique promise of value, in a single image, a symbol and/or a slogan. Nike is the Greek goddess of victory.  In three very refined words their slogan communicates their entire promise of value (personal victory), “Just Do It!” 

In four refined words, The Language of Luxury communicates our own promise of value: “Get Fluent. Get Affluent! “ We hope you enjoyed our series on the three keys of luxury real estate marketing for personal branding.  Define. Align. Refine! Now, that says it all in just three words.

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Luxury Real Estate Marketing Brand Keys: Part 4,Your Unique Selling Proposition

 

Your Unique Selling Proposition

This is Part #4 of our blog series on the Three Luxury Real Estate Marketing Keys for Personal Branding. Define. Align. Refine!

In Part 1 we covered self-definition as the starting point for creating a personal brand. In Part 2 we explained the importance of personal alignment. In Part 3 we demonstrated that the result of self-definition and personal alignment is feeling centered. Here we discuss the importance of articulating your unique selling proposition which is part of the refinement process that allows you to stand out from your competition.

In Beverly Hills, on the famed Rodeo Drive there resides several high profile competing jewelry stores including Cartier, Van Cleef & Arpels, Tiffany, Bulgari and Harry Winston. Rodeo Drive is only a couple of blocks long.  They have much in conmon. Yet, they are all thriving. 

1. Each has a beautiful, inviting store front well-positioned on the street for walking traffic. Each is located on the right street (in the high rent district) given their price points.

2.  Each is famous for their jewels and their integrity

3.   Each is a reputable global luxury brand.

The unique factor is that each appeals to a different clientele.

For instance, if you are looking for rare stones (pink or canary diamonds), Harry Winston is your store.  This is the primary reason to shop there. In a couple of words they sharply differentiate themselves from the others: rare stones. 

Cartier is known for their intricate design of their necklaces and pendants and for having been a favorite of the Duke and Duchess of Windsor.

Van Cleef & Arpels is known for their "mysterious diamond setting," because the prongs holding the diamonds are invisible.  

You are a luxury real estate agent, and your may be a well known luxury brand, or may have a luxury division. Now, what are YOU famous for? What is your appeal to sellers and buyers that is unique and distinct?

Once you have identified your unique selling proposition you must refine the way in which you communicate it  so that  your target market can understand it in a nano-second and can tell other how you are different from your competition.

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Luxury Real Estate Marketing: The Inner Game of Market Leadership - Part 3

Photo by Alexa Sklar, Dreamstime.com

What comes to your mind when you think about team spirit?  High morale?  Esprit de corps?  If you have ever been on a winning team, whether it was in sports, in business or any co-created project  you know how it feels to maintain your belief in a goal, in yourself and in others. Sustaining your morale, whether personally or as a member of a team is by far one of the most important skills in the inner game of market leadership.  As a luxury real estate marketing professional, it is essential. 

Even if you are a “solopreneur” vs. a team in your luxury real estate practice, you still may need to work with a transaction coordinator, an escrow officer and title reps.  Your ability to engender esprit de corps project by project, not only helps make transactions go smoother, but also more fun.

We all love to watch sports because we get inspired by individual achievement. But, we also  are moved by those teams who can pull together tenaciously and consistently in pursuit of a common goal.  

Team spirit is definitely one of life’s true joys to experience first hand and also to observe in others.  Whether or not you were a Cardinal or Ranger fan, game six of the World Series was one of the most amazing demonstrations of consistently maintaining morale in recent baseball history.  You just had to admire each team for not giving up.  This was especially true of the Cardinals who were one strike away from losing it all and came back to ultimately win the title. 

To sustain high morale on your team you need to keep your own spirits up. This does take practice to be consistent. But, when you reach those critical moments when things do not appear to be going your way, that is when the practice truly pays off.

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Luxury Real Estate Marketing: Lessons in Design and Branding from Tiffany's

We love visiting the Westside of Los Angeles, where we used to live.  As part of our design study, we decided to visit the newly refurbished Santa Monica Mall. The mall was transformed from an indoor facility to an outdoor facility which was a successful architectural feet.  The result is elegant, uncluttered and very pleasant to walk around in.. 

When we saw the Tiffany store, we were inspired by the uncluttered presentation featuring  a jewelry vignette in one of the windows.  The other side of the store had the identical look with a different jewelry vignette.  The overall feeling is balanced, inviting and attracting the customer to come in and shop. The brand colors of Tiffany blue and silver are represented beautifully.

Like a store, a website has to attract the customer to stay and shop,  If the store or web site is unappealing, you walk away or click on to the next store or web site.

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The Three Luxury Real Estate Marketing Keys for Personal Branding, Part 3

 CENTERING

This is Part #3 of a new blog series on The Three Luxury Real Estate Marketing Keys for Personal Branding. Define. Align. Refine!

Pottery, as an art form, clearly illustrates the principle of feeling centered which is the by-product of the process of self definition and personal alignment covered in previous posts. As students of pottery, we highly recommend that luxury real estate marketing professionals take a pottery class to gain a visceral, hands-on experience of centering. Like the personal alignment process pottery is also a meditative experience because you have to concentrate and focus to keep the clay centered on the wheel as you transform it into something both beautiful and useful. 

When you prepare the clay for throwing a vase using a potter’s wheel all these steps need to come into alignment in order to achieve your end result:

• You cut a piece of clay from a large block and wedge the clay. That is, you knead the clay until all the molecules are literally aligned and no air bubbles remain in it. This will add to the structural integrity of the finished bowl.
• You shape this clay into a ball and place it on the middle of the wheel
• You start the wheel, flatten the ball, and center the weight of the mass on the wheel.

If the clay is not kneaded or wedged properly air bubbles will remain. Air bubbles will create holes or cracks when you fire it in the kiln. The personal alignment process is similar to wedging clay. It is essential that you rid yourself of the air bubbles of doubt and self contradiction.

You center the clay mass on the wheel in order to open the very center of the vase and evenly pull the sides up. Suddenly, from a lump of clay you give it definition and a shape. Centering yourself through the process of self-definition and personal alignment quiets your mind, so that you can focus on shaping, crafting the vase of your unique selling proposition (which we cover in Part 4).

The last step prior to firing is called trimming. Once you have let the newly formed vase dry (partially) overnight, you bring it back on the wheel, center it again and trim away any excess clay. This trimming process is akin to what we call refining your marketing message which is covered in Part 5.

We find that so many luxury real estate marketing professional do not take the time to establish their personal alignment and get centered. They simply are unable to clearly articulate how they are distinct from their  closest competition. And, their results are usually not consistent.

Personal alignment gives you a sense of balance, confidence and a sense of being centered.. Only then can you be authentic and create a genuine personal brand..

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Luxury Real Estate Marketing Tips for Personal Branding: Part 2

Personal Alignment

This is part #2 of our blog series on The Three Luxury Real Estate Marketing Keys for Personal Branding. Define. Align. Refine!

The second key of successful luxury real estate marketing after Self-Definition is personal alignment. Alignment as defined by Webster’s Dictionary is “the proper positioning or state of adjustment of parts in relation to each other.” What then, is personal alignment? It is the clarification and the formulation of your thoughts in such a way that you eliminate self-contradictions. It is also the convergence that occurs when these mental gears are in sync: 

•    Your values and beliefs (what matters to you the most and what you stand for)
•    Your passions and personality  (what you personally love doing the most)
•    Your unique talents and abilities (What you can do better than anyone else in your marketplace)

The process of personal alignment is taking the time to formulate and reformulate your success formula by trying out different ideas in your imagination until all these gears click into place. Only then can you send a clear, non-contradicted signal to your target market. Anything less is like tuning in a radio and hearing static.

Without alignment your target market is getting mixed signals from you or cannot even hear your broadcast. And, you wonder why all of your hard work isn’t paying off as you had hoped it would. It’s not for lack of effort on your part. It is lack of alignment!

Most professionals are too eager to rush into action before achieving personal alignment. Then they wonder why they are getting mixed results. Do not underestimate the importance of this vital step in building your luxury real estate marketing practice.  Any time you notice that you are not getting consistent results, take more time out for personal alignment or realignment.

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The Three Luxury Real Estate Marketing Tips for Personal Branding: Define. Align. Refine! Part #1

Self-Definition

This is Part #1 of a new blog series on The Three Luxury Real Estate Marketing Keys for Personal Branding: Define. Align. Refine!

For luxury real estate marketing professionals the process of self-definition is the starting point for creating a personal brand. In subsequent posts in this series we will cover how self definition and personal alignment lead to being centered and focused which is the prerequisite for refining your competitive advantage. In order to begin creating a successful marketing strategy that effortlessly attracts your target audience, take some time to complete these self-defining exercises:

1. Define your core values and your beliefs. This is the time to be honest with you. These are not the values or beliefs you think you should have because somebody will like you better for it. You will no doubt come up with many of these; however, it is important to identify the most important ones to you. Some values and beliefs are more cherished than others. What do you stand for?

2. Define your authentic personality and your passions. This is not what others think your personality is. It is not what you think you should be or have to fix. What makes your heart sing? How can you use that passion to create an avenue to better relate to others?

3. Define your unique talents and abilities. Everyone one of us has a unique blend of talents. It is your DNA. What can you do better than anyone else in your marketplace?

This is not a process to rush through. Take your time, deliberate. Check out each answer by questioning it thoroughly. You will know the process is done when you can articulate your answers to all of the questions above in one clear paragraph that says it all.

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Luxury Real Estate Marketing: The Inner Game of Market Leadership - Part 2

Here is success secret that you can apply not only to marketing luxury real estate, but to all aspects of life, as well.  It is an essential pillar of what we call the inner game of market leadership.

There are two types of action: effortful action and inspired action.  One is definitely more fun than the other.  Inspired action just feels better.  But, why is that so?

Effortful action is the result of a mindset that is riddled with self contradictions and/or self-doubt.  You want to list a luxury home but, the sellers insist on an unrealistic sales price. You have the notion that there is a scarcity of potential listings and you take it against your better judgment. Then, to make it more palatable, you justify this choice by telling yourself that it is a trophy listing, that it  will help you get more listings of this caliber and attract more buyers.

Every action that you take to market this home can potentially be effortful because of your internal contradictions.  You say to yourself, “I just closed a deal on another house because I acquired a buyer who was originally interested in this over-priced listing, so it was worth it”.  But, then you dread having to fight with the owners to lower the price. 

It is entirely  possible this is your M.O. (modus operandi) and you actually enjoy this listing game plan. For you, it is fun. But, if you are taking overpriced listings because you believe that there is a scarcity of business, this approach will be fraught with effort, even if you do  not readily admit it (to yourself).

We once met a luxury real estate marketing team that had no less than ten over-priced homes listed. Suddenly, they were perceived as “players”, as potential challengers to the incumbent market leaders. Between themselves then knew that this perception was just temporary, that it had no foundation. They knew that these homes would not sell anywhere near the listing price. However, the bottom line with this team was that they were completely worn out mentally and physically.

Contrast this to a market leading client of ours who refuses to take on overpriced listings.   He has built his reputation on accurately assessing home values and consistently beats out his competition because of it.  But, that is what it looks like from the outside. 

In his inner game, he knows that people like to do business with people like themselves.  His ideal client is not the unrealistic seller, the one who needs to be flattered going into an overpriced listing and beaten down in price going out.  By not wasting his time with these people he is able to attract more clients like him. Those clients appreciate his realistic price assessment and his willingness to walk away without getting listing.

There is no effortful action required when you have an accurate price in an active market.  That does not mean that proven negotiation skills are not required. Under these circumstances, negotiations are usually based on inspired actions making the transactions challenging at time but much more fun. 

At times, it takes resolve to keep your self-doubts and scarcity mentality at bay. Maintaining an abundant mindset requires consistent focus, and that takes practice. But, the rewards of inspired action that flow from this state of mind, vs. effortful action are plentiful: pure joy, loving what you do, enhanced health and a grounded sense of well being. This is what it feels like to win the inner game of market leadership.

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Luxury Real Estate Marketing: The Inner Game of Market Leadership - Part 1

This is the beginning of a new article series for luxury real estate marketing professionals who have embraced the personal quest of gaining or sustaining market leadership.  Here we cover the “inner game” of market leadership. 

We have all heard or experienced firsthand that winning the game of golf or tennis, or sports in general, is more mental than physical.  True, it is important to have the right physical attributes required to win.  But, what matters most, the determining factor for beating a worthy opponent is mindset. In marketing luxury real estate anyone with the means can outspend their competition. But, out-thinking your opponent requires tremendous focus and momentum.

Cultivating and maintaining peak performance in business and in life involves having the right attitude which is the starting point of the inner game. It also requires the alignment of your thoughts and inspired (vs. effortful) action.  A negative attitude diminishes your perspective. It is the indication that your thoughts are not aligned. Effortful action follows the misalignment of thought.

Your attitude is a reflection of your belief in yourself or lack thereof. If you do not believe you can become the market leader or if you believe that you cannot hold on to the leadership position that you have achieved it will taint every other thought you have about your luxury real estate practice.

The bottom line on gaining and sustaining market leadership comes down to sustaining the “I Can” belief overtime, without allowing the contradiction of that thought to have any power.  Like the children’s story, “The Little Engine that Could”, it is a matter of creating a focused momentum of belief, “I think I can, I think I can, I think I can”.  Then, you must notice and appreciate any and all evidence of progress that supports this belief, until you can say “I thought I could”, I thought I could, I thought I could”.

Again, the experience of achieving this state of mind necessitates total concentration.  That is, ignoring those who may attempt to distract you, discourage you, or try to convince you that you are not worthy of success.  Additionally, there is almost a magnetic pull that you must defy, a pull to conform to mediocrity, a pull to not change the status quo. But, once you break free of this “force field”, another magnetic force field draws you nearer to your goal. That is when momentum propels you faster with even less effort.

You are never too old to listen to the wisdom and optimism of that story about the momentum of belief in yourself.  It is a key component in the inner game of market leadership.

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Personal & Company Branding: When You' re Hot, You' re Hot !

Photo by Wellesenterprises

When you're hot you're hot. When you're not, you're not!  So is the the world of personal branding as a public figure.  But, when you are not hot, how do you make a comeback? Your reputation is at the core of your brand value as a luxury real estate marketing professional. And, the importance of managing the perception of your personal brand in the minds of your target market cannot be underestimated. The story of Tiger Woods is a case in point.

Rolex, the Swiss watch company just signed Tiger as its newest brand ambassador.  It has been two years since his public relations debacle occurred, a fiasco that cost him dearly in terms of lucrative company endorsements. Most of his sponsors dropped Tiger or did not renew his endorsement contracts. But, with a well crafted co-branded marketing message, “Partnership for a New Challenge”,  Rolex has committed to help him redeem his well deserved reputation as one of the greatest athletes in the world.

This story illustrates just how much is at stake when it comes to public opinion and how much the media can amplify your reputation. The same media that helped to build Wood’s reputation tore him down. It will be also be instrumental in building him right back up again. But, what is behind the story is even more important.

People are very quick to judge others.  Often, those who have the most secrets to hide are the ones who are the most critical of public figures. But, what about the inner conflicts that Tiger Woods has had to deal with?  The opportunity for personal transformation under intense, self-induced circumstances like Mr. Woods created for himself, can be nothing short of life changing and life giving.

No one can truly put themselves in Tiger Woods’ golf shoes. He was famous beginning at a very young age.  Could it be that he needed to deconstruct his life, a life that may have been built to a large extent on admiration from others?  We need to be less critical and more allowing of others, giving them the room to find themselves, to reinvent themselves. 

Branding can be a mental shortcut. We get lazy and forget to give people and companies a fresh chance to demonstrate who they are today, each day. What does it say about Rolex, who was willing to stake its international reputation on giving Tiger Woods a fresh start as a partner in a new challenge? 

As a luxury real estate marketing professional, your reputation is built with each transaction you complete. Your personal brand is not only your trademark it is your “trust mark”.

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