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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