tag:blogger.com,1999:blog-87537650375946262632024-03-13T21:34:52.771-07:00The Language of LuxuryAnonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.comBlogger806125tag:blogger.com,1999:blog-8753765037594626263.post-81499623690900363922017-11-13T21:41:00.001-08:002017-11-13T21:41:40.786-08:00<span style="font-family: "arial";"><br /></span>
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<span style="font-family: "arial";"><span id="goog_2098837834"></span><span id="goog_2098837835"></span>Hi! </span><br />
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<span style="font-family: "arial";">As a member of LOL on Proxio you understand the paramount importance of NETWORKING in marketing luxury real estate. Watch this 3 minute video case study of a marketing leading agent in one of the wealthiest communities in the world. She has elevated networking to the level of art.</span><br />
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<iframe src="https://player.vimeo.com/video/240946982" width="640" height="360" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com1tag:blogger.com,1999:blog-8753765037594626263.post-11284286181179925722016-05-17T15:03:00.007-07:002016-05-17T15:03:43.601-07:00<div class="separator" style="clear: both; text-align: center;">
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<b>DISCOVER THE SAND BETWEEN THE MARBLES</b><br /><br />
If you have followed our blog, you know that we are proponents of niche marketing. Our mantra for challengers of market leaders and rising stars has been, discover and dominate an under served market niche. It is one of the first items we address, when we start working with our clients.<br />
<br />No one person or company can do it all and do it well, regardless of his or her claims. In looking over agent and company profiles, we are always surprised to find how many specialties they list for themselves from REO to commercial and industrial real estate. And, the worst statement is when someone says, “I will sell anything that can be sold!’’<br />
<br />A niche is specialized market segment or a particular market “space”. An example of a niche in luxury real estate would be historic homes. When we were in commercial real estate in Beverly Hills we specialized in high-end retail and the entertainment industry. One of our jobs was to find potential tenants for retail stores and shopping centers that we represented exclusively in the Beverly Hills Golden Triangle, or surrounding areas.<br /><br />We found an excellent analogy for niches by Ray Wert on his Jalopnik.com blog. He referred to niches “the spaces between the marbles in a Mason jar that is full of marbles”. The Mason jar represents the overall real estate market. The marbles represents the dominant players. If you were to pour sand in the jar it would fill those spaces and there would be a surprising amount of room for the sand. The niches exist in those spaces between the marbles that the sand fills.<br /><br />To be successful in luxury real estate, you must first identify an uncontested market “space”. The next step is to insure that the niche is financially viable and fits your interests and strengths. Here is an example.<br /><br />One of our friends loved historical homes. She had bought a historical home and rehabbed it from top to bottom restoring to its original splendor, and then bought and sold several more. This was her passion. She promoted herself legitimately as a historical expert with a proven track record of sold properties. Anyone in her area who was interested in buying or selling historical homes knew whom to call. She had found the sand between the marbles, and dominated the historical niche in her marketplace. <br /><br /><br />Written by Ron & Alexandra Seigel-<br /><br />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.Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com2tag:blogger.com,1999:blog-8753765037594626263.post-39389326767482382452016-02-08T15:17:00.002-08:002016-02-08T15:17:40.796-08:00Are You Answering Someone’s Prayers With Your Marketing?<div class="separator" style="clear: both; text-align: center;">
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<span style="font-size: 14pt;"><strong>Marketing done right is an answer to someone’s prayers. </strong> This is as true for marketing luxury real estate as it is for marketing products and other services.</span><br />
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<span style="font-size: 14pt;">An ad, whether online or in print, should focus on addressing the pain point of its target audience. <strong>It
should have a message that is so clearly stated that even if the reader
or listener is not the target market, they can easily tell someone else
about the product or the service</strong>.</span><br />
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<span style="font-size: 14pt;">Many
of us watched the Super Bowl to see the commercials. When a company is
willing to pay $5 million dollars for a 30 second slot, to sell its
product, we expect to be dazzled by the message and the production. <strong> At the very least, the ads should engender a desire to buy the product the next day, or as soon as our budgets can allow it.</strong></span><br />
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<span style="font-size: 14pt;">We
chuckled at the Dorito ads. However, neither one of us eats Doritos.
We would not buy them for a party either. Other ads were utterly
confusing when it came to messaging, like puppy-monkey-baby? How about
avocados from Mexico in outer space? Or the Budweiser political
campaign twist? Or the new laundry soap that is better than Tide?
Funny enough, we can’t remember the name of the soap, and are not even
interested in looking it up. </span><br />
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<strong><span style="font-size: 14pt;">Are You Answering Someone's Prayers With Your Marketing?</span></strong><br />
<br />
<span style="font-size: 14pt;">Written by <a href="http://www.napaconsultants.com/about/">Ron & Alexandra Seigel-</a></span><br />
<span style="font-size: 14pt;">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.</span>Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-84006585277006818262016-02-08T15:12:00.002-08:002016-02-08T15:12:34.580-08:00<div class="sqs-block image-block sqs-block-image" data-block-type="5" id="block-yui_3_17_2_1_1444326763189_15190" style="-webkit-transition: box-shadow 0.1s ease-in-out; clear: both; color: #363636; font-family: myriad-pro; font-size: 18px; height: auto; outline: transparent solid 1px; padding: 0px 17px 17px; position: relative; transition: box-shadow 0.1s ease-in-out;">
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Do not let the ants get in the way of the elephant. This means keep your eyes on the big goal (elephants-new listings and sold properties). Don’t let minor distractions (ants) become impediments to your big goals. Distractions come in many forms. Often agents focus on what is going wrong rather than holding the vision. </div>
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Here are some common examples of distractions that take your eyes off target.</div>
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Ranting and raving</div>
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Incompetent agents</div>
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Hard to please clients</div>
Lenders and inspectors</div>
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These are just the ants getting in the way of the elephant. Focusing your energy on these moments is a waste of your precious time. </div>
Another time waster is writing blog posts about these ants and having your readers sympathize with you. It hooks them in and gets them distracted too. Recounting their ant stories adds fuel to the fire and fortifies your position of suffering as the victim of the ants. The trouble with continuously focusing on these minutiae is that you wind up attracting ants deal after deal. It becomes the norm in your transactions.</div>
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Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-72503318269362693342015-06-29T13:04:00.002-07:002015-06-29T13:04:20.432-07:00<span class="author-name"><em></em><br />
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will be your response when competition shows up in your luxury real
estate marketplace? Do you take it as an opportunity to sharpen your
focus and confirm your competitive edge, which would be a win for you? </div>
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Or, do you complain and embark on a whining campaigIf you
follow business news, you probably heard about Uber (valued at $50
billion) threatening to dominate the taxi industry because of their
great service and reliability. Who would have thought that taxi
customers were an under served market niche? In the hotel
business, a similar scenario is happening with Airbnb, Inc (home-rental
service). Their value, $25.5 million, is now on par with Hilton Hotels
valued at $27.6 million. Who would have dreamed that there was a need
for travelers beyond the traditional hotel model?</div>
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The traditional
taxi business has begun the whining cycle by looking to the government
to help them out, instead of taking the opportunity to better or best
the new entries in their market. Likewise, Airbnb is facing opposition
from local governments whose revenues are enriched with a hotel city
tax. Hotel chains are also looking to the government for regulations to
stop this upstart.We have long emphasized that by finding an
underserved or uncontested market niche (like taxis and home-rental
service) you can become a dominant player in a new market category.
This is exactly what Uber and Airbnb have done.</div>
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What will you do when new competition comes to town, whine or win?</div>
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Written by <a href="http://www.napaconsultants.com/about/">Ron & Alexandra Seigel-</a><div class="sqs-block-content">
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.</div>
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Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-83758523520248335022015-05-21T13:17:00.004-07:002015-05-21T13:17:40.120-07:00Do you know where the bones are buried?<span class="sqs-simple-like" data-item-id="555e0552e4b02852ebdd3f4f" data-like-count="0" id="yui_3_17_2_1_1432225314541_851"><span class="like-count"></span></span><br />
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If you want to be top of mind in your luxury real estate marketplace, you have to be the most knowledgeable agent in your area.<span> </span>As we used to tell our clients, when asked why they should work with us and sign an exclusive representation, “<em><strong>we know where the bones are buried</strong></em>.”<span> </span><br />
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This
meant that we knew how to find buildings that could be sold that had
not been listed, because we had relationships within our marketplace.<span> </span>These owners would happily sign a one party exclusive.<br />
Not long ago, we met with a local agent who wanted us to see a magnificent estate that was on the market.<span> </span>What impressed us most about the agent is her encyclopedic knowledge of her marketplace.<span> </span><br />
We mentioned to her that prior to moving North from Los Angeles, we had put in an offer on a house on one of the streets nearby.<span> </span>With our brief description from 10 years ago, she knew the house and gave us the history of it.<span> </span>She knew the improvements that were done to it, and who owned it now.<br />
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This past week in Boston, we met an agent who specializes in one of the up and coming brownstone neighborhoods.<span> </span>He was giving us a walking tour of the area.<span> </span>What was impressive about him is that he knew the history of each building.<span> </span>He knew what was being remodeled in the area.<span> </span><br />
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He knew every park and the improvements that were made.<span> </span>He knew the people that lived there.<span> </span>He could tell us the psychographics and demographics of the buyers.<span> </span>He knew every retailer on the street.<span> </span>He showed us the new dog park, and knew the people and their dogs.<span> </span><br />
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Later on, we went to lunch at one of his favorite restaurants, where everyone knew his name and were delighted to see him.<span> </span>We even walked in to a competitor’s real estate office and everyone there was happy to see him!<br />
<br />
<em><strong>Do you know where the bones are buried in your neighborhood?</strong></em><br />
<br />
Written by <a href="http://www.napaconsultants.com/about/">Ron & Alexandra Seigel-</a><br />
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.</div>
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Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-41578227413274544442015-04-20T15:16:00.002-07:002015-04-20T15:16:42.787-07:00
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<img alt="Your competition" class="thumb-image loaded" data-image-dimensions="700x466" data-image-focal-point="0.5,0.5" data-image-id="55348468e4b09a66347de2fe" data-image-resolution="750w" data-image="http://static1.squarespace.com/static/547b83bae4b0680f8d6cb1d3/t/55348468e4b09a66347de2fe/1429505176608/Your+competition" data-load="false" data-src="http://static1.squarespace.com/static/547b83bae4b0680f8d6cb1d3/t/55348468e4b09a66347de2fe/1429505176608/Your+competition" data-type="image" src="http://static1.squarespace.com/static/547b83bae4b0680f8d6cb1d3/t/55348468e4b09a66347de2fe/1429505176608/Your+competition?format=750w" /> Your Competition</div>
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Why on earth are you in the game of luxury real estate marketing if
you are not in it to win it? Sure, there are plenty of agents who just
want to eek out a living. But, they are missing out on all of the fun
because they do not know the secret of winning the game!<br />
<br />
The sweet spot in marketing luxury real estate is making the shift
from being what we call a competent “transaction engineer” to being a
true market leader. When market leadership is your quest, you become a
strategist in a game where power, <em>personal</em> power is the biggest prize and the lion’s share of business follows naturally. <span> </span><br />
<br />
As luxury real estate brand strategists we advise our clients to
look at their competitors as if they were cartoon characters. Do not
take them seriously. Factor them out of your mental equation completely
and stay 100% focused on your strategy for winning the game, the inner
game.<br />
<br />
It really gets to be fun when you identify an uncontested or under
served market niche that you can dominate, a niche that you can become
passionate about.<span> </span>Then, the competition really becomes irrelevant.<span> </span>You are not out to “get <em>them”</em>.<span> </span>You are out to achieve your personal best!<br />
<br />
So, what is the secret to winning? Keep your eye the prize of the <em>inner game</em> of luxury real estate marketing-the game of self-actualization! Be in it to win it!<br />
<br />
Written by <a href="http://www.napaconsultants.com/about/" target="_blank">Ron & Alexandra Seigel-</a><br />
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.<br />
</div>
</div>
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Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-30313112431257624252015-04-13T14:35:00.002-07:002015-04-13T14:35:40.613-07:00 Marketing Luxury Real Estate: The Drone Syndrome <div class="body">
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<img alt="" src="http://www.languageofluxury.com/storage/drone.jpg?__SQUARESPACE_CACHEVERSION=1428698105182" style="width: 500px;" /></div>
When adapting new technology in luxury real estate to your website, it is a good idea to consider the end-user.<span> </span>There
is no doubt that drone photography is impressive and the effects that
can be created are comparable to films made for I-Max. However, will
your buyer or seller want to see the effects <em>every time</em> they visit your site?<br />
<br />
In viewing a real estate site with a home page that had beautiful
drone videos, one of our friends remarked that he would need a
Dramamine to continue viewing the site.<span> </span>He would not go back to that site.Will using drone photography in a listing video be the deciding feature that will win you the listing? <span> </span>Who needs to be impressed, the buyer or the seller?
<br />
<br />
There is no doubt that the aerial view of a large estate, a ranch, or a waterfront property is impressive.<span> </span>How often, does a buyer make a decision to buy a home based on aerial views?<span> </span>How important is it to the seller to have his/her home photographed in this manner? <span> </span>Do the sellers get bragging rights when talking to their friends, that their agent used a drone?<br />
<br />
If you are going to use drone photography hire a professional, and make sure it is legal in your area.<span> </span>However, do not get caught up in the drone syndrome just to appease sellers, and pass the Dramamine!<br />
<br />
Written by <a href="http://www.napaconsultants.com/about/" target="_blank">Ron & Alexandra Seigel-</a><br />
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.<br />
</div>
</div>
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-71459768405208161692015-04-10T13:50:00.001-07:002015-04-10T13:50:33.837-07:00The Magic of Mental De-Cluttering: The Benefit of Doubt!<div class="body">
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In our previous post on this topic, <a href="http://www.napaconsultants.com/luxury-real-estate-marketing/2015/4/1/the-magic-of-mental-de-cluttering" target="_blank"><em>The Magic of Mental “De-cluttering”</em></a>,
we advised that taking a few minutes several times a day to clear your
mind enables you to see business opportunities and possibilities that
you might otherwise miss. Here is a tip that can help you clear your
mind so you can stay focused as a luxury real estate marketing
professional.<br />
<br />
The only thing that can stop you from succeeding in becoming a
market leader (barring external circumstances that are truly beyond
your control) is not taking consistent action toward your goal once you
have identified your success formula. It may take some trial and error
to develop your success formula, but that is all part of the game.<br />
<br />
The number one enemy of consistent action is self-doubt.<span> </span>It
is self-doubts that start the process of cluttering your mind. It is
you, second-guessing yourself that precipitates immobilization.<span> </span><br />
The clutter accumulates when you allow yourself to get distracted by all kinds of people, circumstances or events. <span> </span>Sure,
there are some people who may try to immobilize you. But, it is only
when you go into agreement with them that you use them as your excuse to
slow yourself down or stop yourself from succeeding.<br />
<br />
So, what is the remedy that can keep your mind clear, uncluttered
and on track? Give yourself the benefit of the doubt! Test this out for
yourself and watch how fast your mind becomes uncluttered, and clear.
This will erase your uncertainty and restore your confidence. It is
magic!<br />
<br />
Written by <a href="http://www.napaconsultants.com/about/" target="_blank">Ron & Alexandra Seigel-</a><br />
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.<br />
</div>
</div>
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-65544114328482381852015-04-01T12:53:00.000-07:002015-04-01T12:53:03.323-07:00 The Magic of Mental De-Cluttering! <span class="posted-on"></span>
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<img alt="" src="http://www.languageofluxury.com/storage/mindclutter.jpg?__SQUARESPACE_CACHEVERSION=1427917701219" style="width: 500px;" /></div>
<div style="text-align: justify;">
<span style="font-size: 14.0pt;">I was reading <a href="http://activerain.trulia.com/blogsview/4634902/what-have-i-stopped-doing-in-2015-"><span>Michael Jacobs post yesterday</span></a>
about his progressive journey of de-cluttering the physical stuff in
his life, which led me to thinking about something both Ron and I
practice arduously on a daily basis: mental de-cluttering!</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: 14.0pt;">Mental
de-cluttering is taking a few moments several times in one's day to
clear all those thoughts that jump in and out of your consciousness that
cause you to get distracted! For example, it is that unpleasant
encounter with a client who arrived late that makes you want to rant and
rave to anyone who will listen, write a post about it, post on FB,
Twitter, etc. </span><span style="font-size: 10.0pt;"> </span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: 14.0pt;">The
clutter compounds when your well meaning friends and commenters tell
you all about the misery they suffered that morning. Or better yet they
recount a whole string of events similar to yours. This adds
momentum to your incident, as they are in agreement with you about this
client and how people today are mean, irresponsible, blah, blah, blah!
And your outrage gets even bigger, which takes up more space in your
head.</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: 14.5pt;">In
marketing real estate, we all know that a cluttered room limits
buyers' vision and diminishes their ability to see possibilities. The
same is true of the mind. Mental clutter means you have less
concentration and less focus available in your day. </span></div>
<div style="text-align: justify;">
<span style="font-size: 14.5pt;">When
your mind is clear you see opportunities and possibilities. You may be
surprised, you will find yourself working less hours and enjoying your
life more. That is the magic of mental de-cluttering.</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: 10.0pt;">Written by <a href="http://www.napaconsultants.com/about"><span>Ron & Alexandra Seigel-</span></a></span><span style="font-size: 10.0pt;"> </span></div>
<span style="font-size: 10.0pt;">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.</span><br />
</div>
</div>
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-39186422668615677952015-03-19T14:23:00.001-07:002015-03-19T14:23:25.170-07:00How Local Amenities Accelerate Home Buying Decisions -Part 2<div class="body">
<div style="text-align: center;">
<img alt="" src="http://www.languageofluxury.com/storage/yogastudio.jpg?__SQUARESPACE_CACHEVERSION=1426799497393" style="width: 500px;" /></div>
<span style="color: #292929;">In <a href="https://napaconsultantsintl.squarespace.com/config#/%7C/luxury-real-estate-marketing/2015/3/8/local-amenities-accelerate-home-buying-decisions-part-1">Part 1</a><a href="https://napaconsultantsintl.squarespace.com/config#/%7C/luxury-real-estate-marketing/2015/3/8/local-amenities-accelerate-home-buying-decisions-part-1"> </a>of
this article series we stated that buyers make mental maps of the
location of amenities that are in proximity to the home they are
considering. These lifestyle amenities such as spas, golf courses,
restaurants, shopping, parks, theaters etc start adding up and can tip
the scale that accelerates the buying decision. </span><br />
<br />
<span style="color: #292929;">We have been practicing yoga for
years. Recently, a new studio opened in a quaint neighborhood in Santa
Barbara that is within five minutes of our home.</span><br />
<div style="text-align: center;">
<span style="color: #292929;"><span class="full-image-block ssNonEditable"><span><img alt="" src="http://www.languageofluxury.com/storage/yoga.jpg?__SQUARESPACE_CACHEVERSION=1426799549963" style="width: 500px;" /></span></span></span></div>
<span style="color: #292929;">When we saw the ocean and island view
(those are the Channel Islands in the distance in the photo) from the
second floor studio we were in Heaven! </span><br />
<br />
<span style="color: #292929;">It is non-obvious amenities like these that can clinch a sale, believe it or not. It made us appreciate where we live even more.</span><br />
<br />
<span style="color: #292929;">When you close your transactions ask
the buyer what lifestyle amenities helped convince them to select one
home over another. Pay close attention to the non-obvious ones. Then,
be sure to point out these amenities to all of the buyers you represent
going forward and also those who visit your listings.</span><br />
<br />
Written by <a href="http://www.napaconsultants.com/about" target="_blank">Ron & Alexandra Seigel-</a><br />
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.<br />
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-17095304932360293672015-03-16T10:11:00.000-07:002015-03-16T10:11:20.241-07:00How to Leverage Your Strengths to the Max <div class="body">
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<span class="full-image-block ssNonEditable"><span><img alt="" src="http://www.languageofluxury.com/storage/macbook.jpg?__SQUARESPACE_CACHEVERSION=1426525009765" style="width: 500px;" /></span></span></div>
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Courtesy of Apple</div>
<br />
If market leadership is your goal as a luxury real estate marketing
professional, you must leverage your strengths to the max in order to
dominate your niche. With the right strategy you can render your
competition irrelevant.<br />
<br />
That is exactly what Apple has done once again, not only in the new
product category of wearable tech (Apple Watch), but also by
reinvigorating the smartphone (iPhone) and notebook (MacBook)
categories. With a move akin to martial arts, where you use your
opponent’s force against itself, redirecting the momentum of its
attack, Apple has put its competition on the defensive.<br />
<br />
They have launched a new app software framework called ResearchKit
that turns the iPhone into a powerful tool for medical and health
research (with user permission only-Apple does not see your data).
Gathering research in real time on a global scale is a TOTAL GAME
CHANGER for the medical field!<br />
<br />
This trivialized Samsung’s slogan, “The Next Big Thing is Here”.
And, in a pre-emptive move, it beats Google (Android) at its own game
by providing an open source platform for this app that can be freely
used, changed, and shared by anyone.<br />
<br />
Helping doctors and scientists gather data more frequently and more
accurately creates an added value to the iPhone within the medical
niche. World-class research institutions have already developed apps
with ResearchKit for studies of asthma, breast cancer, cardiovascular
disease and more. Can you see how this strategy will boost sales in
all Apple product categories for this target market, including the iPad
and MacBook?<br />
<br />
The new MacBook is another astonishing breakthrough in engineering
and design. It is the lightest and most compact Mac notebook ever! It
required reimagining every element to make it not only lighter (just 2
lbs!) but also thinner, including the keyboard, the trackpad and the
batteries.<br />
<br />
Apple has leveraged its strengths including exquisite design to the
max to fortify its dominance across the board in all product
categories. It is now adding value way beyond just the consumer market
as it takes on the niches of science, medicine and business.<br />
<br />
How can you apply Apple’s latest strategies to leverage your
strengths to the max as a luxury real estate marketing professional?<br />
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<br /></div>
<div style="margin-left: 0px; margin-right: 0px;">
Written by <a href="http://www.napaconsultants.com/about" target="_blank">Ron & Alexandra Seigel-</a></div>
<div style="margin-left: 0px; margin-right: 0px;">
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.</div>
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-69336718468282522942015-03-10T10:30:00.001-07:002015-03-10T10:30:28.869-07:00How Local Amenities Accelerate Home Buying Decisions – PART 1 <div style="text-align: center;">
<img alt="" src="http://www.languageofluxury.com/storage/Sandwich.jpg?__SQUARESPACE_CACHEVERSION=1425947612571" style="width: 500px;" /></div>
<div style="text-align: justify;">
<span id="yui_3_17_2_3_1425947395163_9004" style="font-size: 12.0pt;">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.</span></div>
<div id="yui_3_17_2_3_1425947395163_9020" style="text-align: justify;">
<span id="yui_3_17_2_3_1425947395163_9027" style="font-size: 12.0pt;">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. </span></div>
<div id="yui_3_17_2_3_1425947395163_9024" style="text-align: justify;">
<br /></div>
<div id="yui_3_17_2_3_1425947395163_9024" style="text-align: justify;">
<span id="yui_3_17_2_3_1425947395163_9023" style="font-size: 12.0pt;">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 <em>The Honor Bar.</em> One item on the menu is so good, that we plan on dining here just about once per week. It is <em>Ding’s Crispy Chicken Sandwich</em>
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.</span></div>
<div id="yui_3_17_2_3_1425947395163_9046" style="text-align: justify;">
<br /></div>
<div id="yui_3_17_2_3_1425947395163_9046" style="text-align: justify;">
<span id="yui_3_17_2_3_1425947395163_9048" style="font-size: 12.0pt;">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). </span></div>
<div id="yui_3_17_2_3_1425947395163_9030" style="text-align: justify;">
<br /></div>
<div id="yui_3_17_2_3_1425947395163_9030" style="text-align: justify;">
<span id="yui_3_17_2_3_1425947395163_9029" style="font-size: 12.0pt;">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. </span></div>
<div id="yui_3_17_2_3_1425947395163_9033" style="text-align: justify;">
<br /></div>
<div id="yui_3_17_2_3_1425947395163_9033" style="text-align: justify;">
<span id="yui_3_17_2_3_1425947395163_9043" style="font-size: 12.0pt;">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!</span></div>
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<br /></div>
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Written by <a href="http://www.napaconsultants.com/about" target="_blank">Ron & Alexandra Seigel-</a></div>
<div id="yui_3_17_2_3_1425947395163_9059" style="margin-left: 0px; margin-right: 0px;">
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.</div>
</div>
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-80811239927159870802015-02-24T14:52:00.002-08:002015-02-24T14:52:40.482-08:00Luxury Real Estate Marketing Tip: Is Your Voice Mail Fresh Or Stale? <span class="posted-on"></span>
<br />
<div class="body">
<div style="text-align: center;">
<img alt="" src="http://www.languageofluxury.com/storage/lightbulbphone.jpg?__SQUARESPACE_CACHEVERSION=1424463453939" style="width: 500px;" /></div>
Some of the best luxury real estate marketing ideas can be the
simplest ones. We recently had the pleasure of speaking with a member
of the <em>Language of Luxury</em> community, <a href="http://bozemanluxuryrealestate.com/" target="_blank">Sally Uhlmann of Platinum Properties</a>,
who shared a simple, yet brilliant, zero-cost marketing tip that has
helped to make her the market leader in Bozeman, Montana luxury real
estate. Sally was kind enough to let us share this with you.<br />
<br />
When was the last time you refreshed your cell phone voicemail
message? Do you have a generic voice message or is it in your own
voice? Does your message say the same boring things that almost every
real estate agent voicemail message conveys? If so, you are missing a
tremendous opportunity to make a great first impression or re-enforce
your personal brand in the minds of your current referral base.<br />
<br />
Sally changes her voicemail message every two weeks! She believes
that in a 30 second message you have the opportunity to identify your
unique style, your distinct brand of doing business in a very personal
way. <br />
<br />
Every holiday is an opportunity to spread good will with a fresh
message. Sally’s Valentines message was quite endearing. She advises
that you should never get stale or predictable. Even her long-term
friends and family look forward to hearing her latest installment, if
they cannot reach her on the spot.<br />
<br />
Keep your personal brand fresh in the minds of your target market
and referral sources. Refresh your voicemail message regularly.<br />
Written by <a href="http://www.napaconsultants.com/about/" target="_blank">Ron & Alexandra Seigel- </a><br />
ABOUT: <a href="http://www.napaconsultants.com/" target="_blank"> Napa Consultants, International</a>
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<br />
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com2tag:blogger.com,1999:blog-8753765037594626263.post-47299381025445173562015-02-20T12:22:00.001-08:002015-02-20T12:22:12.558-08:00Staying On The Leading Edge of Luxury<div class="body">
<div style="text-align: center;">
<span class="full-image-block ssNonEditable"><span><img alt="" src="http://www.languageofluxury.com/storage/Phakimata.jpg?__SQUARESPACE_CACHEVERSION=1424296221362" style="width: 500px;" /></span></span></div>
<div style="text-align: center;">
Apple store on 5th Avenue in New York. Photo by© <a href="http://www.dreamstime.com/phakimata_info#res864184">Phakimata</a></div>
<br />
It is tempting to dilute your position as a leader in luxury real
estate marketing by taking on whatever properties come your way in
various price ranges. The temptation comes either from greed, fearing
that you will miss out on other opportunities, or from losing confidence
that your chosen niche has the capacity to fulfill your financial
goals.<br />
<br />
A great case in point is the reversal of fortunes of Samsung in the
smartphone market. After an outright assault on Apple, Samsung
surpassed Apple in overall smartphone sales. Their tactic was to create
phones in all price ranges and go for sheer volume.<br />
<br />
Apple stayed focused on the top-tier where the margins are high and
regained supremacy after selling over 75 million phones in their last
quarter. A significant percentage of 2014 sales were in China where
competition for lower price range phones is fierce and margins are slim.<br />
<br />
Last year Apple unseated all of the iconic European luxury fashion
and jewelry brands as the number one luxury brand in China. With the
Apple Watch soon to launch, Senior VP of Design, Jony Ive, and the new
head of retail, Angela Ahrendts (who was credited for turning around
luxury retailer Burberrys) are in the process of revamping the design of
its stores. Apple is doubling down on luxury to strengthen its
dominance in this arena.<br />
<br />
Continuously refining your marketing message and luxury real estate
brand esthetics is an important part of staying on the leading edge. It
is essential if you want to stay ahead of your competition in the long
run.<br />
<br />
Written by <a href="http://www.napaconsultants.com/about/" target="_blank">Ron & Alexandra Seigel- </a><br />
ABOUT: <a href="http://www.napaconsultants.com/" target="_blank"> Napa Consultants, International</a>
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<br />
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-81203376970927003242015-02-18T13:42:00.001-08:002015-02-18T13:42:34.059-08:00Expressing Your Brand: Finding Your Perfect Pitch<div class="body">
<span class="full-image-block ssNonEditable"><span> <img alt="" src="http://www.languageofluxury.com/storage/notesfork.jpg?__SQUARESPACE_CACHEVERSION=1424286037790" style="width: 500px;" /></span></span><br />
In the art world there are forgeries that only trained experts can
discern. But, when it comes to authenticity in your personal luxury real
estate brand most people can spot a fake from a mile away.
Authenticity is the key to longevity in your business.<br />
<br />
If you are a lover of pop music you certainly can appreciate the
originality and authentic voice of singer-songwriter Adele. She has
sold over 40 million albums worldwide and has won numerous awards
including a Grammy, Golden Globe and Academy Award for “Skyfall”, from
the James Bond film with the same name.<br />
<br />
This year a new talent emerged to take the top awards, Sam Smith. His
golden voice is pitch-perfect. When you hear Sam, it is clear that you
are experiencing the depth of his soul. You hear his truth.<br />
What you are striving for with your personal brand is authenticity
in every communication you have with current and past clients,
prospects and also with your entire potential referral base. The
clients you want are those who can discern the real deal, the genuine
article. You do not want the ones who can easily be fooled by a false
front, a mask, or a people-pleasing façade.<br />
<br />
The message from a personal brand that is phony will sound and feel
discordant to those who value authenticity. It takes guts to put your
authentic self on the front line. But, in the long run you will strike
the right chord with your ideal clients.<br />
<br />
Written by <a href="http://www.napaconsultants.com/about/" target="_blank">Ron & Alexandra Seigel- </a><br />
ABOUT: <a href="http://www.napaconsultants.com/" target="_blank"> Napa Consultants, International</a>
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<br />
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-89783695998641465172015-02-10T14:11:00.000-08:002015-02-10T14:11:06.368-08:00Setting The Angel Free: Finding Authenticity In The Branding Journey <div class="body">
<div style="text-align: center;">
<img alt="" src="http://www.languageofluxury.com/storage/angelwithsudarium.jpg?__SQUARESPACE_CACHEVERSION=1423604555410" style="width: 500px;" /></div>
One of the challenges of branding a luxury real estate professional
or company is whittling away at their currently projected image or the
hype that is erroneously attributed to their success. Many individuals
and companies are blocked from their genuine selves, what they stand
for, and their own personal truths. In our strategic branding
practice, we seek to identify the authentic soul of the personal or
company brand and make what is implicit explicit.<br />
<br />
We are reminded of one of Michelangelo’s quotes, <em>“Every block of
stone has a statue inside it and it is the task of the sculptor to
discover it, I saw the angel in the marble and carved until I set him
free”</em>.<br />
<br />
Recent events in the world of celebrity, sports, and news figures
have revealed the shortcomings of some high profile individuals. They
fell prey to the hype of their unauthentic personal brands, driven by
the desire to maintain their visibility and marketability.<br />
<br />
Sooner or later, they find that they cannot maintain this false
image, and are hugely relieved when the truth comes out. Yearning to be
set free from the imprisonment of an inacurate brand identity, it is as
if they orchestrated their own downfall.<br />
For us branding is not about creating a spin, or something that will
please the target market. It is a journey of rediscovering and
re-affirming our client’s authenticity, and then, developing a brand
strategy together that fits like a glove.<br />
<br />
When a luxury real estate professional or a company is the genuine
article and recognized as such, trust is gained rapidly and referrals
abound. An angel set free has no limitations.<br />
<br />
Written by Ron & Alexandra Seigel-<br /><br />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.<br />
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-34391938097463645142015-02-06T13:41:00.005-08:002015-02-06T13:41:58.977-08:00Beyonce’s Personal Brand Extension: Will You Bite? <div class="body">
<div class="sqs-block-html html-block sqs-block" id="block-yui_3_17_2_1_1423257160263_20287">
<div class="sqs-block-content">
<div style="text-align: center;">
<img alt="" src="http://www.languageofluxury.com/storage/beyonce.jpg?__SQUARESPACE_CACHEVERSION=1423258322629" style="width: 500px;" /></div>
<div style="text-align: justify;">
<span>Many celebrities have launched
and endorsed their own businesses to leverage and extend their personal
brands. Beyonce just launched a home delivery Vegan food service based
on her 22 Days Vegan Challenge. Will you bite?</span></div>
<span> </span>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span>In our <a href="http://www.napaconsultants.com/luxury-real-estate-marketing/2015/2/3/money-talks-or-ride-the-horse-in-the-direction-it-is-going" target="_blank">previous post</a>
we discussed the importance of researching and anticipating the needs
of your target market in your luxury real estate practice. Beyonce
definitely spotted multiple trends that converged in her new business
model: the vegan trend, the non-GMO trend and also the trend of home
delivery of groceries and prepared meals that can be ordered via the
Internet. <strong>In selecting this business she is “riding the horse in the direction it is going”.</strong></span></div>
<span> </span>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span>While home grocery delivery has
attracted millions of venture capital dollars, the space is becoming
extremely crowded. Why would anyone enter this highly competitive field
at this stage in the game?</span></div>
<span> </span>
<div style="text-align: justify;">
<span><strong>Beyonce’s brand extension (beyond singing and acting) exemplifies our approach to this question</strong>: <strong>identify an uncontested and/or under served NICHE (within this larger category) that you can dominate.</strong>
She also has an “unfair” competitive advantage: her personal brand is
very well known and she apparently “walks her talk”, i.e., she is a
vegan and she looks stunning! </span></div>
<span> </span>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span>Often, when we work with
incumbent market leaders in luxury real estate, we are asked, “How can I
expand beyond my current niche that I already dominate?” The same
approach applies. <strong>Once you dominate one niche, your strong
reputation as a market leader precedes you if you want to extend your
brand into another niche. </strong></span></div>
<span> </span>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span><strong>By leveraging your strengths you can more readily conquer your next challenge</strong>. <strong>Your credibility makes it easier for your new target market to “bite”.</strong></span></div>
<span> </span>
<br />
<span>Written by <a href="http://www.napaconsultants.com/about" target="_blank">Ron & Alexandra Seigel-</a></span><br />
<span> </span>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span>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.</span></div>
</div>
</div>
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-21486774425241270542015-01-13T14:20:00.004-08:002015-01-13T14:20:57.381-08:00Brand Surgery Or Brain Surgery: It Is Not As Simple As Buying A Logo<div class="body">
<div style="text-align: center;">
<img alt="" src="http://napaconsultants.com/storage/brain.jpg?__SQUARESPACE_CACHEVERSION=1421076410175" style="width: 500px;" /></div>
<div style="text-align: justify;">
Refreshing your brand is a very
important task if you want to maintain your position as a market
leader. Staying sharp, relevant and up-to-date technologically is
imperative! But, take it from us; get some expert help! Performing your
own “brand surgery” is like performing your own brain surgery.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
We are just now completing our own brand
surgery. It was a grueling experience for many reasons. The process of
further distilling your own extraordinary promise of value to its bare
essence and then communicating it with even fewer words and images is a
daunting task.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
This challenge is exacerbated by the new
constraints of contemporary website design that has to work not only on
desktop computers but also on all mobile devices (both in landscape
orientation and portrait). We are excited about the results. And, we
will share the new Napa Consultants, Int’l website with our readers by
the end of the month.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Refreshing your brand is not like
shopping for a logo. Sure, you can update your look. But, a look is not
necessarily a brand. Your brand needs to empower your entire current
and future referral base to spread the good word about you. It needs to
be remarkable to spark word-of-mouth advertising.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Your website needs to become your silent
salesperson. It needs to be a polished presentation that communicates
who you are and how you are different from your competition with an
economy of words. </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Do not attempt brand surgery on your
own. It is hit or miss at best. It took us six months to figure out our
own rebranding. Think of how many homes you could sell in six months.
It is not as simple as buying a logo, get some expert help!</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<a href="http://napaconsultants.com/about/" target="_blank">Written by Ron & Alexandra Seigel-</a></div>
<div style="text-align: justify;">
ABOUT: <a href="http://www.napaconsultants.com/">Napa Consultants, International</a>
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.</div>
<div style="text-align: center;">
<strong><span style="color: #f79646;">-WATCH VIDEOS-</span></strong> </div>
<div style="text-align: center;">
<strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/web-design"><strong><span style="color: #0037ec;">Buzz-Worthy Luxury Real Estate Websites </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/personal-branding-1"><strong><span style="color: #0037ec;">Personal Branding Case Studies </span></strong></a><strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/company-branding-1"><strong><span style="color: #0037ec;">Company Branding Case Studies </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/about-lol"><strong><span style="color: #0037ec;">About Language of Luxury</span></strong></a> </div>
<div style="text-align: center;">
<strong><span style="color: #f79646;"><strong> GET FLUENT. GET AFFLUENT! </strong>- JOIN THE LOL COMMUNITY</span></strong></div>
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-44617180285318639702015-01-05T10:52:00.003-08:002015-01-05T10:52:46.546-08:00Luxury Real Estate Marketing: Buzz and Ants!<div class="body">
<div style="text-align: center;">
<img alt="" src="http://napaconsultants.com/storage/ants.jpg?__SQUARESPACE_CACHEVERSION=1420481768454" style="width: 500px;" /></div>
<div style="text-align: justify;">
Word-of-mouth is, by far, your best form
of advertising. But, very few luxury real estate marketing
professionals seize the opportunity to spark word-of-mouth advertising
(buzz) <em>ON PURPOSE</em>. </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
If you want to accelerate the pace at
which you achieve top-of-mind status in your marketplace, or within your
niche, the art of deliberately triggering buzz should definitely become
part of your skillset. If you can leverage social media channels such
as You Tube or Twitter you could score a grand slam in publicity!</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
During the Holidays Disney released a trailer for its upcoming feature film, <em>Ant-Man.</em>
The screen size was tiny, so you could not actually view the trailer.
But, it said that the “human” size trailer could be viewed if you watch <em>Agent Carter</em>,
the new ABC TV series starting on January 6th. The clever trailer went
“viral” with over 2 millions views on You Tube. Both Ant-Man and Agent
Carter are based on Marvel characters, a company owned by Disney. <em>Ant-Man</em> premieres in July.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
To capitalize on the buzz, Disney
released a teaser of the full-length human sized trailer. Huffington
Post for one wrote an article on this and featured the teaser.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
How can you leverage buzz to spark word-of-mouth advertising for your luxury real estate marketing practice, on purpose?</div>
<div style="text-align: justify;">
<a href="http://napaconsultants.com/about/" target="_blank">Written by Ron & Alexandra Seigel-</a></div>
<div style="text-align: justify;">
ABOUT: <a href="http://www.napaconsultants.com/">Napa Consultants, International</a>
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.</div>
<div style="text-align: center;">
<strong><span style="color: #f79646;">-WATCH VIDEOS-</span></strong> </div>
<div style="text-align: center;">
<br /></div>
<div style="text-align: center;">
<strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/web-design"><strong><span style="color: #0037ec;">Buzz-Worthy Luxury Real Estate Websites </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<br /></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/personal-branding-1"><strong><span style="color: #0037ec;">Personal Branding Case Studies </span></strong></a><strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/company-branding-1"><strong><span style="color: #0037ec;">Company Branding Case Studies </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<br /></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/about-lol"><strong><span style="color: #0037ec;">About Language of Luxury</span></strong></a> </div>
<strong><span style="color: #f79646;"><strong> </strong></span></strong><br />
<strong><span style="color: #f79646;"><strong> GET FLUENT. GET AFFLUENT! </strong>- JOIN THE LOL COMMUNITY</span></strong><br />
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-71615928470618134262014-12-30T13:41:00.004-08:002014-12-30T13:41:59.763-08:00Focus, And Say (Grilled) Cheese! <div style="text-align: justify;">
<img alt="" src="http://napaconsultants.com/storage/gcheese.jpg?__SQUARESPACE_CACHEVERSION=1419975057804" style="width: 500px;" /></div>
<div style="text-align: justify;">
Focusing on doing a few things really
well is a surefire way to success. This was Steve Job’s mantra at
Apple. Yet, specialization is, by far, one of the most challenging
concepts for luxury real estate marketing professionals to embrace.
They are afraid of losing out on other opportunities that comes their
way.</div>
<div style="text-align: justify;">
Recently we had lunch at a restaurant in our neighboring town of Ventura that exemplified the power of focus. <a href="http://www.805barandgrilledcheese.com/menu.html" target="_blank">805 Bar & Grilled Cheese</a>
specializes in grilled sandwiches that are simply out of this world. In
fact, grilled sandwiches comprises their entire menu (with a choice of
complimentary side orders) And, they have an excellent wine list. The
restaurant is located right on the marina in Ventura Harbor where you
can sit outside, see the boats and enjoy waterfront ambiance.</div>
<div style="text-align: center;">
<img alt="" src="http://napaconsultants.com/storage/moreview.jpg?__SQUARESPACE_CACHEVERSION=1419975115914" style="width: 500px;" /></div>
<div style="text-align: justify;">
Growing up, one of our most comforting
comfort food combinations was a grilled cheese sandwiches and tomato
soup. 805’s tomato bisque is best in class. It is rich and spicy with
plenty of tomato chunks, the perfect compliment to the sandwich.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
The name, 805 (our area code) Bar &
Grilled Cheese tells you exactly what the brand category is, local
comfort food, and also its niche within that category. This not only
makes it easy to remember, but also easy to spread the good word via
word-of-mouth advertising. And, that is the power of focus and
specialization!</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<a href="http://napaconsultants.com/about/" target="_blank">Written by Ron & Alexandra Seigel-</a></div>
<div style="text-align: justify;">
ABOUT: <a href="http://www.napaconsultants.com/">Napa Consultants, International</a>
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. </div>
<div style="text-align: center;">
<strong><span style="color: #f79646;">-WATCH VIDEOS-</span></strong> </div>
<div style="text-align: center;">
<strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/web-design"><strong><span style="color: #0037ec;">Buzz-Worthy Luxury Real Estate Websites </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/personal-branding-1"><strong><span style="color: #0037ec;">Personal Branding Case Studies </span></strong></a><strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/company-branding-1"><strong><span style="color: #0037ec;">Company Branding Case Studies </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/about-lol"><strong><span style="color: #0037ec;">About Language of Luxury</span></strong></a> </div>
<div style="text-align: center;">
<strong><span style="color: #f79646;"><strong> GET FLUENT. GET AFFLUENT! </strong>- JOIN THE LOL COMMUNITY</span></strong></div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-33347357489033889892014-12-19T09:47:00.003-08:002014-12-19T09:47:48.774-08:00A Branding Challenge: Don’t Sing Opera to a Rock & Roll Audience! <span class="full-image-block ssNonEditable"><span></span></span>
<div style="text-align: center;">
<img alt="" src="http://napaconsultants.com/storage/JKcolors.png?__SQUARESPACE_CACHEVERSION=1419009478761" style="width: 500px;" /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
What works in creating a brand in your
real estate market place is focusing on your audience. Choosing colors
follows the same logic. So when you are thinking of branding
yourself, think twice and don’t necessarily default to your tastes.
Take a moment to analyze why you are creating your brand and the
audience you are appealing to. In other words don’t sing opera to a
rock and roll audience!</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Recently, when we working with a client
in the wine country, we identified her color preferences, and it was
clear that they would not necessarily be a fit for the marketplace. So
we started to walk around and focused on at the environment and the
colors of nature that surrounded us. </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
We noted the colors she loved in the
environment that represented her her market niche in the wine county.
We took our inspiration from the golden hills, the tawny color of the
light, the dark green and brown of the oaks growing on them and the
reddish umber colors of the soil. These colors became part of the
brand’s identity, as represented in the color swatch above. </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
By using a mix of the colors of the
environment for her brand identity, she is singing on key, the right
song for her marketplace. Her brand is her silent salesperson. It
tells her story: who she is, where she is, and makes it easy for her
clients to refer her. We will be sharing her brand identity and web
site which is presently under construction.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Remember your marketplace is the
economic driver! Don't default to your tastes or someone else's ideas.
It is more important to create a brand that will work rather than one
you like. Don’t sing opera to a rock and roll audience! And if you are
an opera singer, find your marketplace, and your audience!</div>
<br />
<a href="http://napaconsultants.com/about/" target="_blank">Written by Ron & Alexandra Seigel-</a><br />
ABOUT: <a href="http://www.napaconsultants.com/">Napa Consultants, International</a>
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.<br />
<div style="text-align: center;">
<strong><span style="color: #f79646;">-WATCH VIDEOS-</span></strong> </div>
<div style="text-align: center;">
<strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/web-design"><strong><span style="color: #0037ec;">Buzz-Worthy Luxury Real Estate Websites </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/personal-branding-1"><strong><span style="color: #0037ec;">Personal Branding Case Studies </span></strong></a><strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/company-branding-1"><strong><span style="color: #0037ec;">Company Branding Case Studies </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/about-lol"><strong><span style="color: #0037ec;">About Language of Luxury</span></strong></a> </div>
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<strong><span style="color: #f79646;"><strong> GET FLUENT. GET AFFLUENT! </strong>- JOIN THE LOL COMMUNITY</span></strong>Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-61442209744169485952014-12-15T13:41:00.000-08:002014-12-15T13:41:14.251-08:00Do You Have A Remarkable Slogan? Part 2 <div class="body">
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<img alt="" src="http://napaconsultants.com/storage/friend.jpg?__SQUARESPACE_CACHEVERSION=1418679194606" style="width: 500px;" /></div>
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A great slogan artfully articulates
your extraordinary promise of value with brevity of communication. The
trick is to create a clever slogan that instantly sticks in the mind of
your target market and triggers word-of-mouth advertising. </div>
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In<a href="http://napaconsultants.com/luxury-real-estate-marketing/2014/12/11/do-you-have-a-remarkable-slogan-part-1.html" target="_blank"> </a><a href="http://activerain.trulia.com/blogsview/4555022/do-you-have-a-remarkable-slogan--part-1" target="_blank">Part 1</a> of this article series we challenged you to identify the business category of this 3-word slogan:</div>
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FINDER OF KEEPERS</div>
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This is one of the advertising slogans for the market-leading matchmaking firm in North America, <em>Selective Search</em>. Their tag line, which consistently accompanies their logo, is, <em>“Executive Search Meets Personal Matchmaking”</em>. In just 5 words they communicate their unique value proposition here as well. </div>
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“Meet Your Future” (just 3 words) is
the name of their proprietary process for helping their clients find
true love. Selective Search claims to have the highest success rate in
the matchmaking industry. </div>
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Most real estate professionals do not
realize that it is not just your immediate sphere of influence that
encompasses your referral base. ANYONE in your marketplace who may know
a buyer or seller currently in the market can become a referral
source! Here we are, a happily married husband and wife business team,
spreading the word about a matchmaking service just because their
slogan is remarkable.</div>
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Can you see how empowering all of your
potential referral sources with a remarkable slogan that communicates
your extraordinary promise of value can help you or your company gain
or sustain market leadership? <strong>We hope we made our point in fewer than 250 words.</strong></div>
<br />
<a href="http://napaconsultants.com/about/" target="_blank">Written by Ron & Alexandra Seigel-</a><br />
<div style="text-align: justify;">
ABOUT: <a href="http://www.napaconsultants.com/">Napa Consultants, International</a>
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. </div>
<div style="text-align: center;">
<strong><span style="color: #f79646;">-WATCH VIDEOS-</span></strong> </div>
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<strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/web-design"><strong><span style="color: #0037ec;">Buzz-Worthy Luxury Real Estate Websites </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/personal-branding-1"><strong><span style="color: #0037ec;">Personal Branding Case Studies </span></strong></a><strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/company-branding-1"><strong><span style="color: #0037ec;">Company Branding Case Studies </span></strong></a><strong> </strong></div>
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<a href="http://www.napaconsultants.com/about-lol"><strong><span style="color: #0037ec;">About Language of Luxury</span></strong></a> </div>
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<strong><span style="color: #f79646;"><strong>GET FLUENT. GET AFFLUENT! </strong>- JOIN THE LOL COMMUNITY</span></strong></div>
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Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-77880815794070913592014-12-12T06:55:00.000-08:002014-12-12T06:55:10.530-08:00Do You Have A Remarkable Slogan? Part 1<div class="body">
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<img alt="" src="http://napaconsultants.com/storage/thoughtblock.jpg?__SQUARESPACE_CACHEVERSION=1418315808301" style="width: 500px;" /></div>
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One of our biggest challenges as brand
strategists is to refine, condense and distill our clients’
extraordinary promise of value into a remarkable slogan in just a few
words. After brainstorming with our clients and gathering a tremendous
amount of information about them and their marketplace, it usually
comes to us in a flash! We know we have nailed it when the slogan
sticks in the minds of their target market, including any potential
referral source, and sparks word-of-mouth advertising.</div>
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You may have heard the expression,
“Finders keepers, losers weepers”. Recently, we came across an ad for a
service that conveys their extraordinary promise of value in just
three words. It is a play on this expression.</div>
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FINDERS OF KEEPERS</div>
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For fun, we will not tell you the
category of business this is. In part two of this article series we
will reveal the answer and also analyze this brand’s other tag line
that further defines its value proposition in 5 words. </div>
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Do you have a remarkable slogan? Can you guess the category of business “Finders of Keepers” belongs to?</div>
<br />
<a href="http://napaconsultants.com/about/" target="_blank">Written by Ron & Alexandra Seigel-</a><br />
ABOUT: <a href="http://www.napaconsultants.com/">Napa Consultants, International</a>
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.<br />
<div style="text-align: center;">
<strong><span style="color: #f79646;">-WATCH VIDEOS-</span></strong> </div>
<div style="text-align: center;">
<strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/web-design"><strong><span style="color: #0037ec;">Buzz-Worthy Luxury Real Estate Websites </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/personal-branding-1"><strong><span style="color: #0037ec;">Personal Branding Case Studies </span></strong></a><strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/company-branding-1"><strong><span style="color: #0037ec;">Company Branding Case Studies </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/about-lol"><strong><span style="color: #0037ec;">About Language of Luxury</span></strong></a> </div>
<div style="text-align: center;">
<strong><span style="color: #f79646;"><strong>GET FLUENT. GET AFFLUENT! </strong>- JOIN THE LOL COMMUNITY</span></strong></div>
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Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0tag:blogger.com,1999:blog-8753765037594626263.post-67049479822687108712014-12-10T08:13:00.000-08:002014-12-10T08:13:01.259-08:00 Planning For 2015: Dream Big Or Go Home! <div class="body">
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<span class="full-image-block ssNonEditable"><span><img alt="" src="http://napaconsultants.com/storage/jerrywaynepal.jpg?__SQUARESPACE_CACHEVERSION=1418227024163" style="width: 500px;" /></span></span></div>
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<span style="font-size: 90%;">The Garden of Dreams in Katmandu, Nepal, Photo by Jerry Way</span></div>
<br />
Dream Big or Go Home is the saying our French partner’s father told
her time after time. If you are going to dream, why not dream big! My
father (A) had a similar mindset. As a child when I admired a Rolls
Royce, and indicated that I wanted one; his response was “Why just one,
why not one for each day of the week?”<br />
<br />
As many of you are planning for 2015, take a moment to dream big
without limiting your thinking. Shut down all negative thoughts and
considerations, and take a flight into the realm of “everything is
possible”. This is the wonderful world of creators and innovators.
Don’t focus on details and the how to. Work on creating images and
experience what it would feel like to be in the dream and realize all
you want to achieve.<br />
<br />
This past week in Florida, Ron and I walked into a dream, the
inaugural event that launched a new venture that we have been creating
with our ideal partners for over a year and a half. It was heady and
exceeded our expectations.<br />
<br />
<br />
Using your imagination without self-imposed limitations is what it takes to dream big. Dream Big or Go Home!<br />
<br />
<a href="http://napaconsultants.com/about/" target="_blank">Written by Ron & Alexandra Seigel-</a><br />
ABOUT: <a href="http://www.napaconsultants.com/">Napa Consultants, International</a>
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.<br />
<div style="text-align: center;">
<strong><span style="color: #f79646;">-WATCH VIDEOS-</span></strong> </div>
<div style="text-align: center;">
<strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/web-design"><strong><span style="color: #0037ec;">Buzz-Worthy Luxury Real Estate Websites </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/personal-branding-1"><strong><span style="color: #0037ec;">Personal Branding Case Studies </span></strong></a><strong><span style="color: #101010;"> </span></strong><a href="http://www.napaconsultants.com/company-branding-1"><strong><span style="color: #0037ec;">Company Branding Case Studies </span></strong></a><strong> </strong></div>
<div style="text-align: center;">
<a href="http://www.napaconsultants.com/about-lol"><strong><span style="color: #0037ec;">About Language of Luxury</span></strong></a> </div>
<div style="text-align: center;">
<strong><span style="color: #f79646;"><strong>GET FLUENT. GET AFFLUENT! </strong>- JOIN THE LOL COMMUNITY</span></strong></div>
</div>
Anonymoushttp://www.blogger.com/profile/16969418488081036246noreply@blogger.com0