Like it or not aesthetics play a very big role in the realm of luxury real estate marketing and the marketing of most luxury goods and services in general. Millions of dollars are spent each year on package design because it is human nature to make “snap” judgments based on outward appearance. In our time-starved world, people often do not take the time to look below the surface and make decisions, even unconscious decisions, based on aesthetics alone. As a luxury real estate marketing professional, you are doing yourself a tremendous disservice if your website (which may be the first point of contact for potential clients) does not reflect both your inner beauty and your competence.
You may recall the story of The Ugly Duckling by Hans Christian Andersen. The cygnet’s egg rolled into the nest of a duck and the hatchling was mistaken for an ugly duck. The “duckling”, who later transformed into a magnificent swan, was teased, criticized and ostracized. This classic story, among other wonderful lessons, points out the aesthetic cultural biases that most humans have been taught or have absorbed in the absence of unconditional love.
For better or for worse, aesthetic cultural biases exist. Why not turn this to your advantage? The internet has created an unprecedented hyper-condition known as “competition for attention or eyeballs”. Your competition’s website is just a click away. Never have consumers had such a plethora of choices. A stunning website that makes your competition’s site pale in comparison can not only capture attention, but also has a higher probability of capturing the lead.
Few luxury real estate marketing professionals pay enough attention to their “personal packaging”. Nor, do they realize what is at stake. We often hear the excuse “if my website is not broken, why fix it?” Your website may work, but if it is not remarkable in appearance and eye catching, it may not be used by potential clients in the first place.
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