Luxury
real estate marketing professionals often underestimate the powerful
part local amenities can play in the emotional buying decisions of high
net worth consumers. Buyers make mental maps of the location of
amenities that are in proximity to the home they are considering. Then,
there is certain point when the amenities start adding up and tip the
scale, which accelerates the buying decision.
In
this article series we will point out some of the non-obvious
amenities that can clinch a sale. You will be surprised how simple the
amenities can be.
We
were delighted to discover that the Los Angeles based Hillstone
Restaurant Group just opened one of their concept restaurants here in
Santa Barbara called The Honor Bar. One item on the menu is so good, that we plan on dining here just about once per week. It is Ding’s Crispy Chicken Sandwich
with Baby Swiss cheese, sliced tomato & vinaigrette slaw on a
homemade sesame seed bun that looks enormous, but is light as air. The
textures and spices compel you to stop whatever you are doing, close
your eyes and just savor this simple yet layered culinary experience.
And, it is plenty for two people to share.
Given
that Los Angeles is the primary feeder market (no pun intended) for
Santa Barbara homebuyers, The Honor Bar represents a sure bet for
comfort food with the same polished level of service that they have come
to expect from Hillstone’s LA restaurants (Houston’s, Bandera’s, Gulf
Stream and R&D Bar).
Can
you imagine that a great sandwich could become an emotional reason to
buy a home? We are not saying that these amenities are the major
emotional reasons to buy, just the ones that can tip the scale if there
is indecision.
As
a luxury real estate marketing professional you need to know all about
these amenities and point them out to your buyers. What are some of
the scale-tipping amenities in your marketplace? Stay tuned for more
on this topic!
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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