Thursday, May 28, 2009

Luxury Real Estate Marketing Essentials: Great Packaging Is Crucial


As a luxury real estate marketing professional, your marketing materials must look and feel different, from the competition. Great packaging is crucial. Whatever you leave behind with home sellers at your listing presentation should stand out and scream “marketing savvy”. The way you market yourself is like a test drive of what your client can expect when you market their home.

Think about it! Basically, what is in that folder, the data and the conclusions reached on the selling price are generally pretty close; the market research is identical if your competition is also competent. But, your packaging should look good enough to stay on their coffee table, like a coffee table book! And, it should make your competitors materials pale in comparison.

Here is a lesson from the world of marketing gelato or Italian ice cream. The word “gelato” means frozen in Italian. There is no gelatin in gelato as some people believe. We are aficionados of gelato in Italy. Our favorite is Vivoli’s in Florence, behind the Piazza Santa Croce church. We also treasure memories of hazelnut gelato sundaes sitting outside under the arcades in Torino.

Recently, on a whim, we decided to buy some gelato to go with the wonderful organic strawberries that we had just purchased at Santa Barbara’s Farmers Market. As first-time store-bought gelato buyers we did not have a clue about which brand to trust. We chose Talenti based entirely on the very distinct package which was comprised of a clear sturdy plastic container with a screw top. Talenti’s difference was glaring, in the middle of a dozen or more brands. Best of all, the gelato tasted great! For a moment, we were transported to Italy!

Outstanding packaging can even override the choice of another competing agent who was referred by a trusted friend. Great packaging is crucial, especially if you intend to be the market leader.

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Tuesday, May 26, 2009

Luxury Real Estate Marketing Essentials: Remarkable Client Service

How can you, as a luxury real estate marketing professional, spark word-of-mouth advertising and client loyalty with remarkable customer service? Here is an example that might inspire you, especially if you appreciate fine coffee.

While dining at Gulfstream, one of our favorite restaurants in Century City (adjacent to Beverly Hills), we discovered what is perhaps one of the most remarkable brands of decaf coffee we had ever tasted in the United States. The restaurant gladly shared their coffee source, Fonté, which we appreciated. As soon as we got home, we ordered some on their website www.fontecoffee.com .

When the coffee arrived we immediately brewed a fresh pot only to be disappointed by how weak it was compared to the restaurant brew of the same beans. Alexandra was convinced that the problem was our coffee maker. Alexandra declared that it was time for a new machine (the one she found in the Williams-Sonoma catalogue with some innovative features).

Williams-Sonoma

At our local Williams-Sonoma store in Santa Barbara, we asked the manager if the new machine really was superior. She was not sure, but she offered to give us one to test. Now, that’s remarkable customer service!

When she went to the back room to get the “loaner” she came back empty-handed. She was informed that three of these machines had recently been returned due to a leak. Instead of trying to sell us another machine (which we were not interested in buying) she suggested a technique for cleaning our coffee maker at home.

That did the trick! This was a wonderful example of remarkable customer service, with a long range view of building customer loyalty. Now, we are singing the praises of Gulfstream, Williams-Sonoma and Fonté coffee.

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Friday, May 22, 2009

Personal Branding for Real Estate Agents: Learning from American Idol, the Finale

This is part fifteen of our blog series entitled: Real Estate Agent Personal Branding: Learning form American Idol. It is a fun and easy way to learn the principles of personal branding. You do not have to be an Idol fan to enjoy!

The Triumph of Authenticity

This American Idol season finale confirmed what was evident last year as well: The triumph of authenticity. Authenticity in personal branding for real estate agents is the most important lesson from this show.

Both finalists are genuine and unpretentious which is what America responded to with a record breaking 100,000,000 (approximately) votes. The fact that more people identified with, and voted for, Kris did not take away from Adam’s success. Nor, did it take away from the other contestants in the top five-- Matt, Alison and Danny who also exemplified authenticity. Certainly, last year’s “Battle of the Davids” was not a war between opponents, but two distinct styles, each with an authentic brand signal.

All five finalists this year were clear examples of distinct brand categories:

  • Kris – soft rock
  • Adam -- hard rock
  • Danny – pop
  • Alison -- rhythm & blues- female
  • Matt -- rhythm and blues-male

The nature of the American Idol competition is such that only one person wins. That is not the case in the real estate marketplace. They could have structured the Idol competition so that there was a winner in each brand category. This would then better mirror the competitive landscape in real estate where there can be a market leader in each niche such as condos, waterfront properties, individual neighborhoods, etc. It would also mirror the voting public who votes with their dollars when they actually buy songs or albums. Those who prefer rhythm and blues would not necessarily buy Adam’s albums.

In your real estate practice, always keep this in mind: The fact that people like to do business with people that represent their personal values means that there is always room at the top. There is plenty of business for excellent real estate agents. The key is to make your brand signal so clear and strong that you attract your ideal clients and make it easy for them to identify you as their ideal agent as fast as possible. Simply stated, personal branding, done right, accelerates the match making process and is especially satisfying when that signal is authentic.

This concludes our American Idol series on personal branding. We hope you enjoyed it!

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Tuesday, May 19, 2009

Luxury Real Estate Marketing Essentials: Be In the Know & Know Your Goats

ANGORA GOAT

There is so much that can be gleaned by luxury real estate marketing professionals in studying the finest products and services that money can buy. The more you know, the more you will have in common with your target market, the wealth of the world. The more you have in common the faster potential clients or referral sources will come to trust and recommend you. Being known as a luxury real estate professional who is “in the know” is one way to distinguish your personal brand of doing business.

Be in the Know About Cashmere

The finest cashmere wool in the world comes from Mongolia and the Himalaya Mountains. Another type of prized cashmere is baby cashmere.. Baby cashmere wool comes from a special breed of goat, Hyrcus. The finest fibers are gathered by combing the kid Hyrcus goats.

To fully appreciate the power of branding just look at the variance in pricing if you were to purchase a kid cashmere shawl from a local merchant close to the source of the wool, compared to buying a similar shawl at a Loro Piana boutique in New York, Las Vegas or Milan, Italy. The price would be many times more in the boutique. Loro Piana is an Italian clothing company that specializes in high-end luxury cashmere and wool products. For their scarves and sweaters made from Hyrcus kid cashmere, they have even registered the name “Loro Piana Baby Cashmere.”

What is the added value of a fine luxury brand like Loro Piana?

  • Trust and belief in the uncompromising standards of quality
  • Having the desire to champion those values
  • Being able to afford what others cannot
  • The expression of self-worth or filling the void of the lack thereof
  • Being admired for choosing what others agree is the best that money can buy


Not all buyers of luxury real estate subscribe to conspicuous or private consumption of fine luxury services and products. But, if they do, you can differentiate yourself from your competitors by being able to speak their language-The Language of Luxury.

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Monday, May 18, 2009

Personal Branding for Real Estate Agents: What Is Your DNA Code?

DNA = Different Not Alike

The entire exercise of personal branding for real estate agents is geared to cracking your DNA Code. That is, clearly and succinctly articulating your unique selling proposition—how you are different, not alike (not like your competition).
DNA Sequence
DNA profiling or genetic fingerprinting is a technique employed by forensic scientists to assist in the identification of individuals on the basis of their DNA profile. Although 99.9% of human DNA sequences are the same in every person, enough of the DNA is different to distinguish one individual from another

In real estate agent personal branding we identify your 0.1% difference. Then we amplify it graphically, in messaging and in distinct marketing strategies that set you apart from your competition, in a nano-second, in the minds of your target market.

The faster you can tell your target market how you are different, not alike, distinct from other agents, the faster they can decide to work with you or not. People like to do business with people like themselves. The faster you let them know you are like them the faster you can build trust in your business relationship.

What’s at stake in cracking your genetic code through the process of personal branding for real estate agents? Whoever has the most high-trust relationships wins!

Here’s the best way to get started in cracking your own DNA code:

1. Look at how your competition attempts to differentiate themselves from one another.
2. Check out their websites and see how well they distinguish themselves.
3. Ask yourself how you are different from them?

How can you amplify your own DNA code?

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Tuesday, May 12, 2009

Luxury Real Estate Marketing: Small Things Can Make a Big Difference


Eyebrow Pencil Sharpeners: Sisley (top) & Chanel (bottom)

Luxury real estate marketing professionals should always pay close attention to details in their marketing materials, their website and their client services. With personal branding for real estate agents, it is the little things that can distinguish you from your competitors. The more sophisticated your target market the more they will appreciate the details. But, almost everyone appreciates even minor acts of kindness and thoughtfulness. Small things make a big difference.

To tune into the importance of details as a strategic differentiator study the major luxury brands. We are firm believers in out-thinking not out-spending your competition to achieve more market share. Here is a very simple example of how a very minor design element can completely influence a major buying decision and even cause someone to switch brands all together.

Chanel and Sisley are two French luxury cosmetic brands. Chanel is by far the most well known. Both produce basically the same quality eyebrow pencils. But, Sisley’s eyebrow pencil sharpener, an item that costs pennies to manufacture in volume, is so far superior, in terms of user experience, that it is enough to prompt a customer to switch brands.

The Sisley eyebrow pencil sharpener has a cover and the Chanel does not. The cover prevents the shavings from the pencil to scatter and cause a mess especially if you are in a hurry. Clean up is faster and easier with Sisley, a feature that has nothing to do with make-up but everything to do with convenience and a quality user experience.

In today’s time-starved world paying attention to details and taking the time to be thoughtful can be enough to win you more business. Here are some small things that you can do that can make a big difference:

  1. Write a hand written note to stay in touch
  2. Remembering birthdays
  3. Remember the names of clients’ kids and pets
  4. Open the car door for your clients when you show them property

How can you pay more attention to detail in your day-to-day practice of real estate and win more business?

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Friday, May 8, 2009

Personal Branding for Real Estate Agents: Promote Your Marketplace More Than You

As a luxury real estate marketing professional it can be strategically advantageous to anchor your locale as a major component of your personal brand identity. Doing so can add significantly to the emotional appeal of your brand because it promotes the fact that you an ambassador of good will in your marketplace. Promoting your marketplace more than you demonstrates your marketing expertise and sells you in the process.

Donna Karan

Here is an example of a luxury fashion brand that incorporates geography in their marketing strategy and how it can be applied to personal branding for real estate agents:

Donna Karan New York (clothes for men and women targeting the urban chic crowd): In a recent article in Interview Magazine, Donna Karan explains:

“When Donna Karan started, I didn’t like the name Donna Karan. I had a real problem with it. I was so used to designing under somebody else’s name that I didn’t want to go out there with my own. I’m sitting in the kitchen, and I see the name “Maud Frizon/Paris, London” on a shoebox. I’m thinking, “That’s cool. What about Donna Karan New York?” Because it won’t be about me. It will be about New York City. Why New York City? Because New York City says the world. I wanted an international brand. Donna Karan’s just another boring name. I want everything to be about New York people living. I mean, everybody relates to New York as a bridge to the world. So that’s how New York came in.”

Our clients, Crown & Crown, AKA The Downtown Crowns (downtown San Diego mother-daughter luxury real estate team): Sharyn and Victoria Crown are experts in promoting their marketplace through their popular blog. And, they are very active participants in their community. Visit their website.

The United States is replete with geographical gems. Which one is yours and how can you demonstrate your marketing expertise by promoting your marketplace more than you?

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Wednesday, May 6, 2009

Personal Branding for Real Estate Agents: Why Study Big Brands—Part 2

Wisdom is gained through the application of Knowlege--

The Goddess of Wisdom by R.L.Reid

How to Apply What Big Brands Do

There is a lot to be gained by real estate professionals who study big brand marketing, especially if market leadership is your quest. Personal branding for real estate agents is not just getting a new outfit or a new look. Person branding is all about positioning yourself to win BIG!

First, it is important to think BIG because that is what market leaders do. They know what is at stake-the lion's share of business. You need to think big in order to out-think, not out-spend your competition. Secondly, you need to think globally not just locally if you want to compete in today's marketplace. Here are some examples of how you can apply big brand strategy to your personal marketing practice:

1. KFC-- they now give health-conscious customers the option of grilled chicken. Send your farm a 7 day healthier menu for a family of four, including recipes. You could list stores where those ingredients are located.

2. Toms Shoes-- they give shoes away to the needy. You could donate a part of your commission to a client's cause, or find someone in need at a private school and sponsor them.

3. Heineken-they help prevent DUI (driving under the influence). Encourage employment. Pick up donated clothes suitable for single moms returning to the work force who live in your farm.

4. Range Rover-they build long lasting luxury cars. Range Rover says, "A well made product is "luxury beyond luxury". How about having all your marketing and sales materials not only look sharp, but stand out because they are congruent and cohesive? How about designing your web site so it is truly user friendly? A refreshed look and website that is built to last is a luxury for you and your clients.

Study the big brands to help craft your personal real estate agent brand. Think big. Think Global. And, win BIG!

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Tuesday, May 5, 2009

Personal Branding for Real Estate Agents: Why Study the Big Brands

When it comes to personal branding for real estate agents, we are often asked this question: Why do we point out what the big brands are doing rather than focus on what real estate companies and agents are doing. In order to innovate, one has to look outside one’s own industry. Here are three reasons.

1. Big brands have large ad budgets. They hire the best talent for the job to craft their messages.

2. Big brands have brand managers. They are constantly looking for ways to maintain the brand identity, refresh it if needed, and make adjustments to stay current and relevant to the trends.

3. They think outside the box, they innovate, and they are a source of inspiration.

Here is how four brands are handling the concept of “Know Your Customer, their values, and show them you care”.

  • Kentucky Fried Chicken has unveiled Kentucky Grilled Chicken as a new item on their menu.
  • The alcohol industry has a tag line on all their ads, “Drink Responsibly”. Heineken’s new slogan is better, “Let a Stranger Drive You Home”.
  • Tom’s Shoes will donate a pair of shoes to a needy person, every time you buy a pair.
  • Range Rover tells us their vehicle is so well built that 75% of the Rovers that they have sold are still in use. As they express it, “This is a luxury that is more than a luxury!”

These messages are irresistible to their target markets. Yet all the messages have one thing in common expressed in four ways: We care about our customers, and this is how we do it.

How can these four brands inspire your message and express your brand of caring for your clients?

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Friday, May 1, 2009

Personal Branding for Real Estate Agents: Humorous Slogans

As a luxury real estate marketing professional do you have an engaging slogan? We have mentioned in a previous post, using slogans as a personal branding marketing strategy for real estate agents is an excellent way to differentiate you from the competition. The entire purpose of using a slogan is to engage your target market and get them talking about you. A humorous slogan is one way to accomplish this.

Here is a good definition of what a slogan is: In his book, Creative Advertising, Charles L. Whittier says a slogan:

“A slogan .should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worthwhile for the public to remember, and is phrased in such a way that the public is likely to remember it."

For some agents a humorous slogan can be an excellent personal branding strategy. It is not for everyone. But, if you have a good sense of humor you can engage your target market in this manner and really stand out from the pack.

A very successful lender in Santa Rosa, California built a strong persona brand by placing a fresh ad in a popular local magazine each month, usually wearing a funny costume that evoked a movie star role or other pop culture icon. A humorous tagline that tied in the lending theme always was included. It seems like everyone you talked to in her marketplace knew her and looked forward to seeing the next installment.

One brand that exemplifies this approach is Altoids who has successfully sustained visibility over time by repeatedly coming up with new slogans and taglines. Their original slogan was "The Original Celebrated Curiously Strong Mints". To differentiate itself from its competitors in the breath mint category, Altoids has relied extensively on very funny puns. Here is an example:

The latest TV commercial from Altoids introduces their small mints. A nervous woman in an elevator talks about an upcoming “big day, a big opportunity.” To calm herself she stretches, takes deep breaths and consumes an Altoid. The slogan appears, “Are You in Mint Condition?"

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