This is a new article series about a subject that is essential to understand if you want to thrive as a luxury real estate marketing professional: Provenance. The term provenance comes from the French provenir, "to come from", referring to the chronology of the ownership, custody or location of a historical object.
Provenance can play a key role in luxury real estate personal and company branding. It also pertains to historic homes, art, antiques, manuscripts, vintage cars, boats, planes, and more. Gaining a deeper appreciation of this topic, which is important to many of your high net worth clients can give you a distinct competitive advantage.
In Part 1, here, we lay the foundation for the topic of provenance in relationship to the location of origin. In Part 2, we will explore how location of original can be used to your advantage in branding yourself or your luxury real estate marketing firm.
It’s March, Trader Joe"s is featuring this green Gouda (pictured above), as the “cheese of the month” or their "Spotlight Cheese". If it were any other time of the year, most likely, customers would not consider buying a green cheese. But, this one, made with basil pesto, was a novelty.
On the package it says, “Product of the Netherlands", which gave it an immediate provenance, a context of added value. Gouda (actually pronounced ‘how-da”) is one of the most popular cheeses in the world. The name Gouda refers to a number of cheeses produced according to the traditional Dutch method including the original Dutch variety.
This added value of provenance based on location can become a highly successful branding strategy. Watch for Part 2 where we will discuss this significant aspect of luxury real estate marketing.
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