Pacific Design Center on Melrose Avenue - Adjacent to Beverly Hills, CA
Stay on the Leading Edge - Don't Sit on Your Laurels!
In this article series we explored an
essential principle that can play a big role in adding value to luxury
real estate personal and company branding. Your provenance, which is
your history, background, lineage, pedigree, or heritage, can contribute
mightily to the story of your brand. It is where your brand “comes
from”.
If you are the market leader in your
area, one of your core strengths in relationship to your closest
competitors is your track record, which is a key component in
establishing your provenance. A strong track record is virtually
irrefutable and it is intimidating to your challengers.
With a strong track record, however, it
is very easy for market leaders to become complacent. To sustain market
leadership it is extremely important that you do not “sit on your
laurels”. You must stay current and relevant. You must keep innovating
to stay on the leading edge ahead of your competition.
In our strategic branding practice we
work exclusively with those luxury real estate marketing professionals
and companies who are bent on gaining or sustaining market leadership in
their marketplace or a niche therein. True brand strategy is a battle
for mind-share and market share between incumbents and challengers. Our
clients take this seriously because, at this level, it is the lion’s
share of business in their area or niche that is at stake.
We coach our market leading clients to
stay on the leading edge and not to sit on their laurels. We also help
them to amplify the provenance of their brand story, by clearly
displaying their formidable track records in their Gallery or Portfolio
of Sold Homes on their web sites. Just one look at their track records
can be enough to instantly convince a home seller to list with them, and
not even bother to investigate the competition.
Here are two examples of how our market leading Santa Barbara clients communicate their provenance. Linda Lorenzen Hughes is the market leader in the Hope Ranch area and Chris Palme is the market leader in the Santa Barbara Riviera niche. (Click on their names)
We hope you enjoyed our 7 Part series
on the added value of provenance. If you are a market leader in your
area of expertise or you are serious about challenging the incumbent,
check out our track record (Client Testimonials) and contact us.
View the Entire Series: The Added Value of Provenance
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