One of
the most important aspects in luxury real estate marketing is to be
able to shift paradigms. The dictionary defines it: “as making a
fundamental change in an individual’s or a society view of how things
work in the world.” It is seeing life from a new perspective and
aligning to it.
When you
are looking for a niche, you may need to change your frame of mind on
how you view your marketplace. If only for a moment, let go of your
assumptions that tell you that there is nothing new to specialize, and
you have the facts to prove it.
In the
crowded wine industry, Yellow Tail wines is a perfect example of a
company that found an under served market niche. Yellow Tail noticed
that young adults wanted to drink wine, without having to be experts in
grape varietals or vintages. CEO, John Cansella, expressed it this
way: "People can’t be bothered by all the hype and nonsense of wine. They just want to drink it." Yellow Tail provided their target market with an easy way to select the right wine for the occasion.
This
Australian company has become the number one imported wine to Britain
in 2000 surpassing their usual import of French wine. In the USA they
held that distinction in 2003. Yellow Tail established a new category, a
niche for those who want to drink wine without confusion and
intimidation. They have recently come out with bubbly versions and
sangria.
Clue # 3
Practice looking at situations from new perspectives, and shift your
paradigm. Focus on the picture above, you can see the different
perspectives!
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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