In presenting your luxury real estate
marketing plan to your sellers, you should emphasize your strategy for
marketing locally as well as globally. Do you have a local brand
strategy?
We have found, in working with luxury
real estate marketing professionals, that even in the most desirable
luxury real estate markets, the global buyers represent a miniscule
percentage when compared to local buyers. There is no question that
there is an increase in global buyers especially in Hawaii, Florida and
some major US cities. But, the global buyer statistics are not
commensurate with the emphasis that much of the luxury real estate media
is touting.
To win big in luxury real estate marketing, concentrate on building your local brand! Aim for achieving top-of-mind status.
You may have heard of the Central California wine brand, Firestone. It was made famous when the son of the winery owner was on the TV show, The Bachelor.
Firestone originally produced only beer, and then branched out into
wine. Recently, they sold the winery, but created a new local beer
brand, “805” which is the telephone area code for the three adjacent
counties that include Santa Barbara.
Focusing, with laser sharp precision on
the local market, 805 signs are starting to be proudly displayed in
local restaurants, in the local Trader Joes markets and on local
billboards. Achieving brand recognition at an accelerated pace is what
great brand strategy is all about. The entire exercise is geared to
catapult a brand with zero brand recognition to top-of-mind status,
fast!
How can you accelerate the pace at which your local brand achieves top-of-mind status?
-WATCH VIDEOS-
- JOIN THE LOL COMMUNTIY -
GET FLUENT. GET AFFLUENT!
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