What’s Love Got to Do with It?
As a seasoned luxury real estate marketing professional, you have certainly had the experience of a buyer who falls in love with a home at first sight. We personally had that experience with our own home. We knew within 5 minutes that we found the perfect home, wrote an offer and were in escrow within 48 hours. But, this is not typical, especially for buyers who are not all that familiar with your marketplace.
Most of the time you need to set the stage for the buyers by first romanticizing your marketplace, then pointing out how the homes you show them could be an ideal match to their needs or their dreams. With sellers, you need to romance them with your personal or company brand before they give you their listing. Then you need to present their listings in the best possible light with stunning photography and verbal descriptions that promise a lifestyle devoid of mediocrity.
Think about a brand you love! We love Trader Joes. We cannot say enough about the esprit-de-corps that their very knowledgeable Santa Barbara “Crew” consistently demonstrates, the product selection, their return policy, the food sampling station that always has excellent coffee and friendly conversation, the human scale of the store itself, on and on. The crew here wears shorts and “island-themed” shirts that set the tone for a casual relaxed buying experience.
How do you get clients to fall in love with YOU, with your brand? You need to prove that you truly care about people, according to Wolfgang Shaefer, Global Chief Strategy Officer of SelectNY, a speaker at Luxury Daily’s Luxury Outlook 2014. And, that is what is at the heart of the Trader Joes brand. The operation is so well run that you get the sense that they really take the time to care about you.
What can you do, as a luxury real estate marketing professional to further convince your past, current and potential clients that you truly do care? Spread the love in 2014!
Written by Ron & Alexandra Seigel-
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