We have often pondered why every property is not being marketed luxuriously. After all, everyone in real estate talks about the fact that purchasing a home is one of the most expensive assets that someone will buy. And yet, we are befuddled when we see flyers printed on substandard paper with bad photos, no staging, etc. Regardless of the price, one is not acting in the sellers’ best interest.
A great example of luxurious marketing can be found in the auto industry. When selling a Kia, a Fiat or any car at the lower end, the companies print beautiful brochures, create an advertising campaign, and treat the budget conscious buyer courteously and respectfully. It is no different in the luxury car arena. In Buying a Mercedes, a Porsche or a Rolls Royce you will still be treated luxuriously, the only difference is the number of zeros in the purchase price.
Can you imagine Tiffany’s snubbing a customer because they want to buy a silver item for $600, or a diamond for only $2,000 or $20,000? Can you imagine their paying attention only to the customer who is willing to pay $100,000 for a diamond?
What is different about Kia or Tiffany’s marketing versus real estate agencies is that they are thinking long range. They understand the value of repeat business. The buyer of the $600 silver necklace may become the buyer of the $100,000 diamond one day. The buyer of the Kia, may come back and buy their more expensive model, or return to buy one for his/her children bound for college.
Kia and Tiffany’s have the same goal you do. They want a customer for life who refers business to them and would not think of buying anywhere else. To do that, you may have to invest into marketing every property luxuriously regardless of the price.
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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