Differentiation in Branding: Confused or “Corn fused”?

As a luxury real estate marketing professional or any real estate marketing professional, if you are seeking additional market share and visibility, it is important to give a complete picture of how you are different without any potential confusion to the buyers or sellers that may seek your services.  Here is an example of confusion, which turned into more confusion or “corn fused!”

Some of you many have seen the Bud Light commercial during the Super Bowl.  This was an attempt by Bud Light to differentiate themselves from their competitors, Miller Lite and Coors Lite by stating that they do not use corn syrup, whereas the competition does.  This was an attempt to claim their unique selling proposition, and transparency. A spokesman for Bud Light as quoted in Forbes: “Bud Light’s Super Bowl commercials were meant to point out a key difference in Bud Light from some other light beers. This effort is to provide consumers transparency. We’re proud of what we put into Bud Light and what we leave out like – corn syrup, preservatives and artificial flavors”. 

In response, Miller Lite explained in a full-page ad in the New York Times, that they are proud to use they use corn syrup, and not high fructose corn syrup.  This statement creates more confusion for the consumer. The bottom line is that both forms of corn syrup are sugar.  The reason folks drink light beers is because they are concerned about their health which includes an intake of calories, especially carbs.  Whether it is high fructose or corn syrup it usually produced from GMO corn, which is another health concern for many consumers.  

Even this light organic corn syrup (pictured above) has 31grams of carbs in two tablespoons, and 130 calories. The American Heart Association recommends that most women get no more than 100 calories a day of added sugar from any source, and that most men get no more than 150 calories a day of added sugar. That's about 6 teaspoons of added sugar for women and 9 teaspoons for men.

The Bud Light spokesman went on to say:” Some beers do use corn syrup and that’s fine. In fact, our value brands use corn syrup. We use corn syrup in these brands because it makes the beer less expensive to produce and is therefore offered at a more affordable price to consumers”.

That statement leaves us even more confused. As rare beer drinkers, we are confused or “corn fused”.  Next time, we will definitely ask: “does this beer have corn syrup?”  Will you ?

Happy New Year: Chinese Wisdom in the Year of the Boar Applicable to All!

The selection of February 5, 2019 is based on the lunar cycle and today is the new moon of 2019. Two weeks later on the 19th, we will have a full moon, and that marks the end of the celebration in China. In our Qigong class yesterday, our teacher shared with us the wisdom of the Chinese calendar and the sage advice for all of us to follow in the year of the Boar/Pig, based on the Chinese philosophy symbol of Yin/Yang.

Pictured above is the Yin/Yang symbol of Chinese philosophy.“In Chinese philosophy, yin and yang describes how seemingly opposite or contrary forces may actually be complementary, interconnected, and interdependent in the natural world, and how they may give rise to each other as they interrelate to one another.” (Wikipedia)

The boar is revered for its strengths and for being grounded in the earth. We did postures to strengthen the three human burner centers, our lungs, our heart and our digestive systems. It is what grounds all to the earth’s energy, the Yang energy.  Strengthening these systems allows the Yin energy from above to flow to us easily.  We balanced this out by also incorporating Yin exercises and postures. In other words, our wishes, dreams and desires are easier to fulfill from a grounded stance.   

The Chinese Zodiac is based on 12 animals.  The boar represents the 12th.  It is time to declutter the past 12 years, in terms of waning relationships (strengthen or discard), cleaning, and getting rid of unused things. This also a way to strengthen the Yang energy, and by getting rid of unwanted things releases attention units that can focus on what is needed and wanted.  

Wishing you all a wonderful Year of the Boar!

Monday Musings: Say Something, I am Giving Up on You!

In our mastermind, yesterday morning, we discussed how often relationships suffer, fail or break down, because of our sole/exclusive reliance on the electronic world (text and email) to communicate.  We all had noticed how the reliance on email and text has created a reluctance to pick up our Smartphone and just call, often leading to failed relationships.  

The title for this post comes from the lyrics of “Say Something” written by indie band, A Great Big World.  The video expressed it beautifully. Sometimes, it is a question of swallowing your pride, and picking up the phone, if you are upset, or want to salvage a failing relationship.. 

Our mastermind partner is an executive coach. He mentioned a breakdown with the Skype session he was having with his client in Dubai.  He did not hesitate to call his client’s cell directly and spend the extra dollars for this long-distance call. Part of excellent communication skills is using whatever means you have at hand to maintain a relationship, whether it is personal or business.  We have called France directly, when Skype did not work, and now have an international conference call number as an added safety net.  

Recently, we had no response to electronic communications from friends.  Since they are avid off the grid travelers, we assumed they were off somewhere on the planet enjoying themselves.  We made another recent attempt via email. We received an interesting response accusing us of “ghosting” them, by having “snail” mail (Christmas card) returned, electronic messages, and texts not responded to.  Ron promptly picked up the phone, called and left a lengthy message.  He assured them we loved them.  As of this post five days have passed, and we had not heard back.  It must be our turn to be “ghosted”!

We had another friend’s Christmas card returned by the post office also.  She jotted us a note via email, and we promptly responded.  The US post office occasionally works in mysterious ways.  We are still waiting for a jar of honey that our graphic designer sent us from her beehives three years ago…The Internet is not fail-proof either, emails and texts disappear also, we experienced that last year with the fires, power outages and subsequent mudslides. Our friends picked up the phone!

We both like the convenience of email.  At the same time, we are careful of how we write our messages, because it can be misinterpreted on the other end.  We also enjoy texting also. We love seeing photos of our grand-nieces and nephews playing with their new toys.  Again, we use it mostly with close friends in fun discussions. And with our clients, we usually text when we cannot respond to a phone call immediately!.

Talking on the phone may expose how we really feel or what is happening in our world, whereas a text or email does not, even if it is full of happy face emojis!  Many are hiding behind their keyboards.  Meaningful relationships develop through verbal communications as well as face to face.  

Yes, in a verbal or face to face communication, we may be vulnerable, intimate and misunderstood, however the reward of a real meaningful relationship is worth a potential heartache.   And occasionally you may have to swallow your pride, and say something!

Friday Photo: Old Fashioned Social Media Marketing!

Not so long ago during the dark ages prior to the invention of the smart phones, this form of social media (now obsolete) was practiced with great success. Last week, as we were having breakfast at the Summerland Café, Ron pointed out this phone plug in for a land-line in our booth. 

There was a time when aspiring and famous actors and actresses as well as businessmen would tip the bellman at the Beverly Hills Hotel, the Bel Air Hotel, and other posh hotels in Los Angeles (while dining at the restaurants, or sunning themselves at the pool) to announce over the intercom that they had a telephone call.  

Everyone would know that someone important was there.  Delighted to be "in the know” tongues would wag to spread the news.. This social media technique would occasionally benefit the "important" person.  They would be noticed for a part in a movie, or a deal would be signed.  

Gossip columnists would get a call, and have a scoop for their papers.  Then with great panache, the bellman would bring a phone on a silver tray, plug it into the wall.  And they would act reluctantly that they "just had" to take this call..  

When we were in the final negotiations in buying our home in Los Angeles, our friends took us out for breakfast at the Bel Air Hotel to celebrate the sale. Ron told the host who seated us, we were expecting a call. He also told him not to announce us over the intercom.  We were not out to make ourselves known to anyone there (not that we were even remotely famous), unlike our friends who were well known in the music industry.  Our friend was (and still is) one of the managers of the Eagles, REO Speedwagon, Journey, Christina Aguillera, and the songwriters of "Like A Virgin." This song put Madonna on the charts. 

As expected, the listing agent  called.  We have to admit that it was a thrill to have a phone delivered to our booth.  After breakfast we were going to her office to sign the final papers. He and his wife were thrilled for us, and ordered a bottle of Champagne to celebrate.

Happy Friday, wishing you all a great weekend!

The Origins of Personal Branding: My Journey in Identifying "ME" Brand!

Recently, I published our (Ron’s and mine) definition for Peace of Mind.  One of the commenter's agreed with the general principles of the definition, but this individual had their own ideas also.  My reply was “That is wonderful, we are different.”  Another commenter said, “thought provoking it did not fit the definition of ‘me.”  They were glad that "our ideals were flexible."  

I replied,: “this explains why we our passion is branding.  We have learned that every living being is distinctly different, and we love emphasizing that distinct difference in a brand.  And we all have a common way of communicating which helps us to be friends and appreciate the differences.”

This exchange of comments has inspired this post.  Most people find it hard to understand the concept of brand and branding strategy. Perhaps, it is because we are born branded as “boy” or “girl”.  We are given names, first, middle, and last name. Some of us don’t have middle names. All brands have names.  There are brand colors for both sexes.  We are given religions to follow by our parents, and we are given nationalities also. We are also influenced by parental wishes such as “following in their mother’s/or father’s footsteps.”   

Scholastically, we are branded.  There are personality tests, Intelligence tests, Aptitude tests, and all types of other tests to determine who we are and who we should be. At some point, we may wake up and try to find the “me” in all this, or we may be content that the “me” has been perfectly branded by our parents, as well as all the outside influences (schools, religions, peer pressure, etc.).

My aha moment came at an early age. My parents recalled a time when entertaining their friends, I was sitting listening to the conversation.  One of their friends said, “she is definitely French”, whereas another disagreed and said, “No, she is Russian”, and the third friend said, “she was born in Lebanon, and that makes her Lebanese!”  According to my father, I screamed, “NO, I am ME!”  

From that moment as I continued my discovery process of “me”. I was both a thorn in my parents’ side as well as a source of pride.

Branding & Marketing Moments: Do You Have A Nose For SPIN ?

A good-looking brand identity supported with a brand story that does not ring true is not a guaranty for successfully marketing luxury real estate or any other real estate niche. A brand story needs to be congruent with the product, the marketplace, and the psychographics of the buyers and sellers.  Taking control of how you want to be perceived as a real estate marketing professional is known as SPIN in marketing.  Otherwise, it is what we would refer to as Swiss Cheese Marketing! You can see smell it and see through it!

SPIN is an acronym for the following words: Sstands for situation (collect facts: noisy street, freeway nearby), P,stands for problem (identifying the problem-old home, desire for smaller home),I, stands for implication (higher costs of maintenance in an old home), and N,stands for need payoff/buying motive (value, importance or usefulness).  These are considered the 4 top sales/marketing questions that need to be answered to entice a prospect into buying a home.  These answers differ in each marketplace and solely depends on the psychographics of that marketplace—the attitude, aspirations and interests of those who live there. 

SPIN has a negative association also.  It is often used as a cover up for mistakes made by public figures and celebrities. An unflattering synonym for SPIN is propaganda, or what some would call a creative or deceptive use of facts in order to reflect favorably in a new venture or on a negative situation.  It can also imply that the person doing the spinning has not done their research in order to contain the effect.  

In a recent discussion (re: California problems) one of the attorneys in the group blamed the agricultural states for the problems we are having today.  It was obvious that this person (although a California native) did not know that California is largest producers of food in the United States, and the 5thlargest producer in the world.  It is also the number one dairy state, the first largest producer of wine in the US, and the fourth largest wine producer in the world.

Pictured above is wine brand, which we both liked in terms of color and graphics.  We thought that it was very creative in its choice of color and presentation. Our wine expert friend called it a mistake! He cautioned us not to buy it, and not even to use as a marinade.  And that explains the bargain price from $14.99 to $2.99.  

In 2015, Motto Wine launched its brand of wine.   They hired winemaker, Reid Klei, who was the winemaker for Ste Michelle Wines Estates in Washington State for 10 years.  Here is his spin:

"We wanted to put a Washington spin on California wines, so we implemented the same approach we use for our Washington wines, but with California grapes," said Motto winemaker Reid Klei.  Our Story:  Our winemakers didn’t set out to push boundaries.  But they did.  They didn’t mean to ruffle any feathers.  But they did. So, they decided to embrace it and make it their motto, learn the rules so you can break them with style.  The result? Rich dark wine like none you have had before.”

Here is their introductory video that reinforces their brand story! 

Make sure that you are presenting yourself with a genuine SPIN, and not one that someone can smell or can see through, like a piece of Swiss cheese.!

The Importance of Commenting—"We Read to Know That We Are Not Alone”

“We read to know that we are not alone” is a line from Shadowlands, a play by British writer William Nicholson, which was also made into a film. We would add that “we write to know that we are not alone.”

Why read a blog post you like, if you are not going to comment?  When you comment, you leave an impression for all to see which includes the writer, those who subscribe to the blog, and the public at large. Commenting is a way to engage in conversation with the author.  It is letting them know that they are not alone!

That conversation can lead to a discussion.  Discussions can often generate a new understanding for both the author and the commenter.  It can lead to a friendship.  The ones who read the comments also benefit from additional information that may in turn spark a desire to join the conversation.  Good conversations and discussions lead to intellectual satisfaction.  A post may inspire someone to write a related post.

Commenting is also a way to acknowledge and appreciate the writer’s time and effort in writing a post. The writer of the post has just given you a gift. It resonated with you. Just liking it is not enough.  It leaves the author wondering, what did you like? The least you can do say is “thank you.” Thank you, for that book recommendation, thank you for the information on this subject, thank you for the beautiful picture that made me smile. Here is a picture that may make you smile.  Or you may have a suggestion, here is a book I liked and would recommend you read, etc. 

Commenting is a feedback to the author, on the post and on the commenter. The author may choose to comment back if a question is asked. The author may be sparked by the comment into a further discussion.  And as the blog post catches the public’s eye, they learn so much about the author and the commenters. 

Do not forget, we read to know that we are not alone, and we write to know that we are not alone.  We are all in this together!

Omni Channel Marketing: Are Your Listings Visible In The Right Places?

Omni Channel Marketing is often mistaken as plastering whatever you are selling in every visible corner of the world, print, billboards, online, public relations releases, etc..  without consideration of the optimal target market. However, Omni Channel marketing means being seen in the right place by the right people, in other words those who are going to buy or sell.

Pictured above is Disney's Omni Channel marketing for their latest movie release, Mary Poppins.  We saw this display yesterday  of three magazines featuring the movie with an interesting story at Barnes and Noble.  Disney did their homework.  

They know their target markets still subscribe to magazines and newspapers, like billboards, and some get their news on line.  This movie is geared to all who have relationships with children, whether they are parents, grandparents, aunts and uncles.  

They also wisely cast Dick Van Dyke who starred in the original film, And then there are Academy Award Winners Angela Lansburry, Meryl Streep and Colin Firth are part of the cast. This cast is an additional draw to movie goers.

We have seen many luxury real estate or other real estate marketing professionals claim that they will market a listing everywhere.  They usually have a beautiful list replete with colorful logos of all the places they market as part of their listing presentation. You name it, they send their listings to exotic locations.  They leave no stone unturned, even if the stone yields nothing. Marketing everywhere is a colossal waste of money.  

Marketing done right is being visible in the right places at the right time.  It is about spending where it will do the most good to bring the maximum attention to your listings.  It is about researching where the potential buyers for your listings are.  It is knowing your feeder markets by constantly staying aware of this.

For example, Santa Barbara has several feeder markets,  Los Angeles, Denver, Dallas, Chicago, Seattle to name a few, which is why many agents here concentrate on promoting their listings in those areas.  Those who succeed stay aware of changes. The feeder market 3 years ago may not exist today, as times change.  

Omni Channel marketing requires awareness and research that you may or may not find on line or from reading magazines.  Marketing changes and adapts to circumstances as they evolve in each city, village or second home markets.  What will remain a marketing pillar is knowing your target market and marketing directly to them... 

Are Your Listings Visible In The Right Places?

Not So Wordless Wednesday: Silver Waves AKA Sunny Side Up Camellia!

We both love Camellia's. Pictured above is the beautiful camellia plant which which graces our neighbor's outdoor entry way.  It reminds us both of a sunny side up egg.  However, the real name of this beauty is Silver Waves. Its semi-double blooms are 4 to 5 inches wide. 

The camellia flower was one of Coco Chanel's favorite flowers. It inspired the line of accessoriesmade in the shape of the flower.

Coco fell in love with camellias after reading Alexandre Dumas novel, La Dame Aux Camélias. This novel was later adapted to the stage by the author who was 23 at the time.  It was also created as a ballet.

Happy Wednesday...

Branding Analysis: The Power of Perception & Positioning In The Right Marketplace!

When you understand your marketplace and where the fish are biting, you may have to narrow or expand your target market if that is where the sales are happening.  Chances are the market leader is complacent because no one is challenging them, and they have sold the aura that they are the expert in that market/niche.  No one is aware that there is an alternative choice.  It presents an opportunity for a smart real estate agent to step in and really take over, by creating a new brand and a new marketing strategy.

This morning while shopping at our favorite gourmet markets, we noticed this new brand of cat food in the cat food aisle. This cat food is sold at one the high end grocery stores in Santa Barbara. How does this cat food pictured above relate to luxury or any other niche in real estate?  Here is the analysis:

This market is located in one of the oldest and wealthiest communities here.  

The breed of the cat pictured is rare and expensive.  It is a Bengal ,known for being highly intelligent and playful.  

The words "natural" ingredients speaks to the soul of their owners, as well as other owners of cats with pedigrees.  

It also speaks to those who have shelter cats and treat them like aristocrats, aka aristocats.

The price is much higher that other dry cat foods available stating that the ingredients are of a higher quality.

The brand name is clever and it implies that your cat will be ultra-happy eating Applaws, which give hope to those who are owners of finicky cat eaters.

According to management, this brand is doing well on its shelves.

When you are marketing in the right venue and in the language of the marketplace you are setting yourself for success using the power of perception and positioning.

Monday Musings At The Summerland Café: Stay Out Of Your Own Way!

We have recently rediscovered the Summerland Café.  They have great coffee and their fare is fresh and delicious.  As we were sipping our coffee, we talked about the best of our experiences in 2018...there were so many, and like we say every day, "we are grateful and thankful,and especially thankful that we stay out of own way."

Ron and I do not make resolutions, simply because a resolution is an invitation to contradictions. Contradiction is defined as: a combination of statements, ideas, or features of a situation that are opposed to one another. " The best illustration of this is the peak of membership gyms have at the beginning of the yea. By mid to late January all those resolved souls are no longer there.  Contradictions have taken over and rule the day!

Instead we set forth our intentions, and stay out of our OWN WAY! We don't repeat them daily, we don't write them down...we don't measure it, we don't judge it, we don't anticipate it or wonder when will it happen. These are some examples of contradictions. We just focus on the now.  What we have learned is that at the right time, the right circumstances, the right people show up and our intentions are realized...It is not magic, it is just staying out of our own way.

Merry Christmas & Happy Holiday Season!

Ron and I wish you all a very Merry Chirstmas and a joyous 2019.  May all your dreams and wishes be realized for yourselves, your loved ones, and the dream of the world at peace!   

 "Great changes start with individuals; the basis of world peace is inner peace in the hearts of individuals, something we can all work for."

Dalai Lama

Branding Moment: Unforgettable Marketing, With Just A Few Words!

One of the aspects of good branding is marketing the product or the service in such a way that it is unforgettable. This ad from the October Architectural Digest exemplifies this concept.  What you are seeing in this photo is trim that is used as a finishing detail on upholstery, pillows, bedspreads and drapery.  This also includes tassels.

We appreciated the trim pictured above transformed to look like desserts complete with smaller trim to look like cherries and raspberries on top. It was also presented on marble and placed in gold trimmed china.  Very little text was needed to get the message across: just the credit to the designer, Timothy Corrigan--An Elegant Indulgence For The Home, and the brand statement, Samuel & Sons Is Trim, with the URL.

Although, we are not in the market for trim, we took a look at the website and enjoyed seeing the variety of trim available.  If someone were to ask us for trim, we would know who to recommend, based on the elegance and creativity of this ad!

Branding Moments: Taboo Marketing!

We noticed this point of sale display while shopping at the Santa Barbara Nordstrom's recently.  We watched shoppers go by, look, shake their heads and move on.  Others laughed at the double meaning, and moved on. 

Taboo marketing can definitely bring a brand into focus by those they are hoping to attract.  It creates an instant effect!  It will no doubt attract some to buy!  

We have seen taboo styled real estate videos and other ads.  The only message it may send to the sellers of these properties is that their agents will go to any length to bring attention to their listings...

What is your take on this?

Branding Moment: Brand Extension-- Rich, Sweet and Chic!

There are those in every profession who are in the mindset that their brands have to appeal to all segments of the marketplace.  Their logic is that as one segment of the marketplace moves into another economic strata, their customers will remain loyal to their product line or services.  This is what is known in the marketing world as Brand Extension.

The same goes for real estate firms who appeal to luxury clients, over 55 communities, first time home buyers, commercial, industrial, investment real estate, and so on and so forth.  You name it, they have it, and if some new branch of real estate is invented, they will add it to their firm!

Pictured above (below the title) is the latest brand extension of a well known Champagne House, Veuve Cliquot.  Veuve Cliquot's marketing has been a favorite of ours, because it always has been innovative and creative.  They definitely understand innovative packaging as pictured below.!

We even wrote a post about their then latest packaging in November of 2017, which they continued this year adding new cities. Below is the packaging for 2018 adding these three cities to their marketing.

As lovers of Champagne, we were intrigued by the label and promptly researched this new product, the Rich line! The target market of the Rich brand is the cocktail drinkers.  According to the Veuve Cliquot website, champagne that can be poured over ice, or have an ingredient or two added to the glass. Below is a link and and the explanation from their site:

Created expressly for mixology, VeuveClicquotRich and Rich Roséare our most versatile Champagne designed to allow anyone to create their own playful drinking experience. Known for audacity and innovation, the Maison VeuveClicquothas introduced an entirely new way to drink champagne : It’s as easy as 1, 2, 3 !

Furthermore, this Champagne edition is sweet champagne.  Veuve Cliquot explains that in the olden days of Russia, Tsars and other noblemen and women would add sugar to their champagne to make it more palatable.  (My Russian grandparents (A) would have had an apoplectic fit, if I would have added sugar to my Champagne)

The branding for this line extension is to appeal to the HENRY(High Earners Not Rich Yet, aka affluent millennial) psycho-graphic.  This is also known as the aspirational set.  A large percentage of this category, follow what is cool and in based on social trends and derive their identity from owning and purchasing specific brands that they feel reflect who they are or what they stand for.

Just for fun, I showed the "Rich" image to other Champagne loving friends.  Some of them felt that it lessened the Veuve-Cliquotbrand image, some did not like the label, some thought it was fun but they would never buy it, as some felt the word "rich" was pretentious and unappealing!   What do you think?

Branding Moments: Finding The Perfect Brand Colors-A Case Study

Many have asked how we come up with brand colors for our real estate clients and the companies we work with.We have a three part process.  The first is to give our client a comprehensive color test defining their favorite colors, the mood they want to convey, and the style of their practice.  The second involves the colors of their marketplace and the lifestyle.   And lastly, we combine all three into the brand.

Here is the case study.  Pictured above is the bark of a eucalyptus tree.  Note the myriad of colors and shades on the bark.  Since the target market lived among eucalyptus trees, this became our inspiration for color.

Our client's color preference were in the pastel family accented with a bright color.  Her market was a high end community with stately traditional homes.  The residents even named their eucalyptus trees.  Pictured above is the bark of a eucalyptus tree.

Together we selected the colors of the brand, and used a touch of orange (you can see it on the left lower side of the picture) and used it sparingly as an accent to the slate grey blue which became the main color.  This also is the color of the leaves on eucalyptus trees.

It was a perfect marriage of colors.  Every aspect of the luxury real estate marketplace was represented: our client, the market place and the lifestyle.

Wishing you a great weekend!

Branding Moment: Brand analysis (No Couch Needed)!

If you are going to come up with a brand for your real estate marketing business, be sure that: 1.)It attracts your target market, 2.) It has a genuine differentiator like a niche or a specialty, 3) a good story behind it.

Ron and I happen to be a perfect target for the bottle of olive oil pictured above.  We often buy special olive oil for ourselves and for our "foodie" friends as gifts for birthdays, Christmas or Hanukkah.  We liked the bottle and the color of the label, however, we did not buy it.  Here is our reasoning.

The name "Bare" meant nothing to us.  Seeing that the olive oil originates from Portugal. I looked up the translation of "bare" from Portuguese to English.  What came up is "barge."The word "bare" is used as part of many URL's.

In English, the word "bare" is not one we would choose for a luxury product.   Wanting to be fair-minded, I found their beautiful website.  What the company means by "bare" is nothing added just the olives are in the bottle.  It mentioned their wonderful aged trees and the care they put into maintaining the quality.  This idea is no different for any fine olive oil.  One presses the olives and puts the oil in a bottle.

The words "gluten free" also made no sense to me.  Olives have no gluten, and olive presses are made solely to press olives.When we lived in Northern California's wine country, we visited the Community Olive Pressin Sonoma County that presses olive oil for wine country residents at .75 cents per pound.   No gluten ever touched that press, which was the insinuation that the site made, when it came to differentiate themselves from the olive oil competition.  

It took us all of 5 seconds to decide not to buy this brand. It did not resonate with our standards. For the same price, we can purchase a bottle of Organic Extra Virgin Olive Oil from one the finest Olive oil producers in Italy.

Use this as a basic guideline to take a moment and analyze why a service or a product appeals to you or does not.  It will help you understand the power of branding, and the importance of getting it right!  

You want your target market to say: “Yes, I want to list my home with this you! 

What Is in Your Half Empty or Half Full Glass: Nectar or Poison?

We have always answered the age-old question: Is the glass half full or half empty, and we say: it depends on what is in the glass.  Is it Nectar or is it Poison? We love maintaining a positive mindset— drinking nectar.

The most successful luxury real estate and other real estate niche marketing professionals have developed a genuine positive mindset. As a result, they attract more clients (sellers and buyers).  One of the ladies we worked with a young 78- year-old was thriving during the worst of the recession unlike some of the other agents in her market.  She knew without a doubt that there is always an abundance of business regardless of the economy and its fluctuations. Another one of our clients had one of her highest all-time years during the same time period.  Neither one focused on short sales, they just repeated their well-honed formula consistently.

We both grin with great delight and take it as a compliment, when s­­­­­omeone critiques us as being “too” positive or unrealistic when it comes to our approach to life and people in general. Some will tell us that we are ignoring the world’s tragedies and proceed to enumerate them.  On the contrary, we are aware of them, we just do not choose to dwell on them, and we take comfort in the fact that there are many wonderful people working on these issues, which are outside of our sphere of influence.  

We steadfastly have maintained an optimistic approach going in the worst of times.  We even give ourselves permission to moan and groan for all of 5 minutes.  We know that we can choose, how we decide to approach or feel about any problematic or disastrous situation.  We can dwell and rue about it and engender sympathy, or we can find the positive aspect and find a way to make it work.  This mindset has given us strength and inspiration in the best of times and in the worst of times.

Two weeks ago, in our Qigong *(defined below) class our teacher demonstrated the power of the positive mindset.   Using a simple muscle strength test, he used to measure one of the participant’s strength.  Now, he had us (50 students) say aloud, to this man, that he has many problems. Afterwards, our teacher went over to him and checked his muscle strength. It had markedly diminished.  Then he had the audience say, he is a wonderful problem solver!  The muscle strength test improved beyond the initial measurement.   

The second part of this demonstration was to ask several members of the group to stand next to the man.  They too had their muscle strength assessed.  We all repeated the negative mantra.  What was revealing is that the onlookers also lost muscle strength in the process.  The action of sympathizing with his dilemma created a weakening of their strength as well as he weakening of strength of the audience.  We all repeated the positive mantra and everyone’s strength was improved.

Wishing someone harm, bitching and moaning, dwelling on negative aspects of the real estate profession, the government, the leadership, your city, your family, your clients, and so on and so forth reduces your problem-solving capacity and inspiration. It impacts your health, your relationships, and your effectiveness in business. It is a bona-fide form of self-destruction.  This quote illustrates this, “resentment is like swallowing poison and expecting the other person to die.”

Ultimately, it is your choice!  What is in your glass nectar or poison?!

Qigong (pronounced "chee-gung," also spelled chi kung) is translated from the Chinese to mean "energy cultivation" or "working with the life energy." Qigong is an ancient Chinese system of postures, exercises, breathing techniques, and meditations. Its techniques are designed to improve and enhance the body's qi or( chi) . 

“In China, qigong is used n conjunction with other medical therapies for many chronic conditions, including allergies, AIDS, ,cancer, headaches, depression, mental illness ,strokes, heart disease, hypertension, asthma and obesity.”*,

HAPPY THANKSGIVING FROM US TO ALL OF YOU

We wish all our friends, and subscribers a delightful Thanksgiving weekend. We thank and appreciate all of you who have taken the time to read our posts and comment.

I am grateful for what I am and have. My thanksgiving is perpetual. —Henri David Thoreau

Not In Your Face Marketing VS In Your Face Marketing!

Pictured above, is a wonderful example of subtle marketing vs in your face marketing.  In this window, you see 3 dogs and a puppy playing pool or billiards.  There are three pieces of merchandise displayed.  The tie around the dog wearing a striped shirt, the hat on the black and white dog, and the jacket on the hook.  

When marketing luxury real estate, or any other segment of real estate many choose the "In Your Face" style of marketing the homes they have listed or for that matter themselves.  Depending on the clientele you want to attract, these two forms of marketing as displayed by two famous stores in Beverly Hills will work for some and repel others depending on their psychographics. "Psychographic segmentationis dividing your market based upon consumer personality traits, values, attitudes, interests, and lifestyles. Segmentation will allow you to better develop and market your products because there will be a more precise match between the product and each segment's needs and wants."

The subtle version attracts those who are confident in themselves and do not to flaunt the origin of their purchases.  They do not delight in letting you know which store they bought it in, and what they can afford. And the last thing, they would do is wear the initials of said store on their clothing.  The Hermes brand is a perfect example where this psychographicis more likely to shop.  Since Hermes is fully aware of their clientele values and personality traits, they market accordingly.

Right next door to Hermes is Bijan'swindow display, which is an example of in your face marketing.  As you looks at this window, the bulletin board which is the background is full of photos of famous people who shop here, fabric swatches and scissors.  The table displays all kinds of items for sale.  Your eyes go all over the window.  There are apples, flowers, ties, bags, etc..  

Bijan is appealing to those who express themselves and gain their confidence from the objects they can afford to buy.. (If you got it flaunt it mentality!)They  will tell you that "This famous person" buys their clothes and accessories here! And Bijan'sson took a picture of them also, which will be displayed in the window along with actors, presidents and heads of state. And with that, they are establishing their importance in their social world.

We are not critiquing either company's products, nor the people who prefer one or the other, nor are we saying that one marketing form is better than the other..  We are not saying that an individual may be attracted to both places.  We are just saying that the majority who will shop at Hermes will be more attracted to their stores than to Bijan's.  And the same is true for Bijan.  The majority who are attracted to Bijan will not necessarily be trotting over to Hermes...

Our advice: Know the pyschographicsof your marketplace and market accordingly.  Neither is good or bad, they just are the way they are.  And you will be more successful if your personal psychographics match your clientele's.  People like to do business with people like themselves.