Tuesday, November 25, 2014

Luxury Real Estate Kismet Marketing: Are You Aligned With The Stars?

You may have heard of the “star-crossed” lovers, Romeo and Juliet. You may have experience times when everything seemed to go your way, times when the “stars aligned”.  Some call it kismet; others call it luck or joss. But, in our opinion the stars cross and align ALL the time. The big question to ask yourself as a luxury real estate marketing professional is this: “Are YOU aligned with the stars?”

Evidence of alignment or misalignment “out-there” is merely a reflection of alignment or discord within caused by self-doubts.  A perfect example of alignment within is when you are doing what you love in your career. That is when the frequency of external alignment accelerates, when positive coincidences become commonplace. Real Estate transactions fall into place more easily. People refer business to you “out of the blue”. Agents decide to jump ship and join your company without having to recruit them. 

We are constantly on the lookout for evidence out there of personal alignment within.  Recently, we brought a new kitten into our family. We named him Quincy and nicknamed him, “The Mighty Quinn” after the song that Bob Dylan wrote. On a trip to Los Angeles from Santa Barbara on Highway 101, we happened to glance at a truck that pulled up along side of us.  The logo on the truck was for an equipment company called, Quinn Cat. 

It is always astounding when evidence of internal alignment appears with this level of specificity. At those moments it becomes undeniable that there is a reciprocal relationship between your state of mind and the circumstances and events you experience.

Your success in your luxury real estate marketing practice is proportionate to the degree of alignment or misalignment within you.  That is why it is imperative, for those of you who seek to gain or sustain market leadership, to consistently put aside self-doubts and keep reaching for the stars!
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Wednesday, November 19, 2014

Luxury Real Estate Marketing Tip for 2015: Get Hyper Personal!

Hyper-Personalization is emerging as an important marketing trend in 2015.  It may seem obvious but the level of personalization has eroded with the advent of the Internet.  Most companies have become reliant on automatic personalization, rather than the genuine article. We touched upon this trend in a previous post stating that in marketing real estate, no one size fits all

Studies done by the Aberdeen group; which surveys individuals and groups as to their decisions and experiences have shown that 75% of customers prefer when the message is personalized. 
People will more likely open an email or letter if it is personally addressed, rather than a salutation that reads “dear friend, or dear property owner”.  They are more likely to pay attention and to engage with you, if they feel that personal touch.  It can increase traffic, and conversion from lead to sale on your website.

The first software we bought for our commercial real estate company was for customer relationship management.  We kept detailed profiles of our clients and sphere of influence.  We knew their children and pets’ names, their birthdays, their anniversaries, their hobbies, and their likes and dislikes.  

Our assistant knew when to send birthday cards, anniversary cards, etc.  When the holidays would roll around, we would create a list of individualized gifts for each one of our clients and sphere, which were budget friendly. 

For instance, golfers would get a subscription to a golf magazine.  We like subscriptions, because for 12 months they remember you, and you are top of mind.  One of our friends collects Christmas ornaments and is a foodie.  Last year we found a copper sieve ornament at Williams Sonoma, which pleased him to no end. Rose gardeners would receive the newest bare root rose.   It was always a pleasure to hear how much they loved the new rose, year after year. Our coffee experts were sent an annual subscription to some of the world’s rare coffees, and the same for our tea drinkers.

Our strategy is giving gifts to delight the receiver.   It took more time on our part to find the perfect gift, for each person.  It was time well spent.   We created relationships through personalization that still exist long after we moved.  No one gifts fits all!
 
How can your hyper-personalize your marketing in 2015?
 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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Friday, November 14, 2014

Luxury Real Estate Branding: Branding Starts With the Right Name!

What is in a name?  It should be everything!  When you select a name for your personal or company brand (apart from your own name) it should be the summation of your brand values, what you stand for and also your brand personality. Your logo, which contains your brand name, is a symbol that should be the distillation your entire brand story. It is the starting point of telling your brand story.  Therefore, branding is really the art of storytelling.

As brand strategists for the luxury real estate industry naming a company is one of the most exciting parts of our job.  The art of naming a brand involves part logic and part intuition. First we conduct a strategic brand analysis in which we assess our clients, their marketplace and their ideal target clients.  After this extensive “discovery process”, which is very analytical in nature, we switch to our left-brain, engage our creativity and open ourselves to be inspired.

It is truly a magical experience when we develop a brand name that fully tells the brand’s story in a Nano-second. If it is spot-on it not only resonates with the individual or company we are branding, but becomes indelible in the minds of their target market.

In a previous post we announced the launching of Cornerstone Coastal Properties, our Fort Meyers, Florida client who decided to go independent rather than renew their franchise agreement. After completely rebranding the company that is comprised of 50 agents, something amazing occurred.
Many people who did even take notice of their previous brand have said, “We see your signs everywhere”.  Two homeowners approached them to list their multi-million dollar estates that would not have considered hiring them before, just based on a new perception of the brand and the new brand story.

Branding is storytelling.  And, it all starts with the right name!

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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Wednesday, November 12, 2014

The Symbolism and Nuances of the Color Orange in Branding

Orange is a hot color.  It has many attributes such as; extroverted, energizing, thrilling, fun, awe inspiring and playful.  Orange is dramatic and friendly at the same time thanks to its ancestry of red (drama) and yellow (cheerful and good natured).  It is one of the dominant colors of autumn and sunsets.

Orange captures attention.  It entices people to buy.  Like red and yellow, it has an effect on the part of our nervous system that stimulates the appetite. Restaurant often use orange or lighter shades as part of their d├ęcor, and their brand identity.   One of the most iconic French brands, Hermes, has orange as part of its packaging and brand identity.  Like Tiffany’s blue box, the orange Hermes box promises a wonderful gift within it.

The lighter shades of orange also attract the affluent and the sophisticated.  Peach, apricot, coral and melon evoke pleasant feelings of warmth and comfort.   These colors are great for the beauty industry also.  Peach and coral walls evoke serenity and wellbeing. 

Is orange one of your colors?

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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Friday, November 7, 2014

The Symbolism and Nuances of the Color Blue in Branding


The color blue evokes consistency in our lives.  The sky is blue, the ocean is blue and they are still here.  It also is associated with reliability, trust, and dependability. We refer to loyal friends as true blue.  IBM is known as "big blue," even though its logo has transitioned to black and white!
The other attribute of blue is that it is restful, which explains why we feel at peace, staring at a body of water or at the sky.  This also explains why hospitals use blue gowns for their surgical staff.
Not all blues are restful; turquoise, electric blue, royal blue engage as well as evoke exhilaration, vibrancy, and drama. Think of the many blue hues in the plumage of a peacock.  Royal Blue, navy blue and teal blue are associated with luxury and are considered rich and upscale.  Navy blue is also associated with authority and power and is seen in uniforms (naval, police, and pilots.)
  In selecting your brand colors is blue true for you?

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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Wednesday, November 5, 2014

The Symbolism and Nuances of The Color White In Branding


Recently we noticed two examples of extra virgin olive oil brands that are packaged in opaque white instead of the usual clear tinted bottles.  Although they stood out, the only connection we could make for the use of the color white is its association with the word, virgin, or the symbolism of a white wedding dress. Oddly, we were not inclined to buy either brand, because we are conditioned to purchase olive oil in see-through bottles.
Could this be a new trend?  Many national and international brands are re-packaging their websites and products using white as their dominant brand color.  Here are the reasons people are attracted to the color white.

The human eye interprets white as a bright color, which is why white is a good contrast color, and not a neutral.  Symbolically it expresses purity, simplicity, lightness, delicacy, minimalism, and sophistication.

In the case of olive oil brand packaging, do you think this is taking this trend too far? Or, would you be tempted to try either of these brands because of the unique packaging?

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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 GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNITY