Sunday, January 26, 2014

Luxury Real Estate F.A.Q's: How Do I Break Into Luxury Real Estate?#2

This is part 2 of the first post on the subject of FAQ's, how to break into Luxury Real Estate.  The first rule of any venture, is KNOW YOUR MARKET.

Pick a luxury real estate market, in which you would like to become known as the go to person.  Study the demographics, and the psycho-graphics.  Demographics are the first order of business, which defines your target market and who the audience is.  Once you are well versed in that, study the psycho-graphics.  This defines the personality, values, attitudes and lifestyles of the community.  Remember, the adage, "birds of a feather flock together."

If you don't think that these two studies are important, think again.  In Santa Barbara, we have several different luxury real estate communities.  The demographics are impressive in all of them, although the psycho-graphics are distinctly unique.  

Two high-end businesses opened their doors in a particular community without understanding psycho-graphics. Two years later, the high-end national chain steak house restaurant closed in that community, as did the international high-end leather goods store.  The communities within the area could well afford eating there, or shopping there.  These businesses did not reflect their values.

These people preferred their local steak house, whose prices were not in their opinion as inflated, and when it came to the store they did not see the value to the merchandise.  Both of these stores would have been a success on the other side of town in a community that would have loved their presence.

Once you understand the psycho-graphics, you are way ahead of the game.  In our opinion this type of study is valuable regardless which area of residential real estate you are specializing in, if you want to be the go to person.

Stay tuned for Part 3...

Written by Ron & Alexandra Seigel-
ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 

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