Seal of Approval
In Part 1
of this article series we discussed the importance of genuine
testimonials. We questioned the authenticity of social media “Likes” and
“Endorsements” as a form of social proof, a phenomenon that occurs when
prospects defer to the judgment of others who endorse you. Here, we
discuss the value of “endorser brands” in luxury real estate marketing.
One shortcut that can make it easy to
communicate your unique promise of value is to associate your personal
brand with an endorser brand. An endorser brand is like a seal of
approval. It lends the established social credibility of another
trusted person or company to your personal brand.
If your personal brand is your primary
brand, your company brand is your secondary brand that can endorse you.
The reputation and social currency of your company can either add
additional credibility to you, or diminish your personal brand.
Associating your personal brand with the right company brand can often
be the deciding factor in getting listings.
To get the idea of how endorser brands
work outside of luxury real estate marketing get the idea of Oprah
endorsing you. The “Oprah Effect” has been credited for turning books
into best sellers and making celebrities, like Rachel Ray and Dr. Oz
become overnight successes. In England if your firm receives a Royal
Warrant from the Queen that is all the social proof you need to be
extremely successful.
Endorser brands can contribute
significantly to your social profile and set you apart. Some endorser
brand in luxury real estate include Luxury Portfolio, Who’s Who in
Luxury Real Estate, Christie’s Great Estates and the Institute for
Luxury Home Marketing. These international networks and professional
development brands can give you that extra credibility that become the
tipping point in gaining a new client.
Be careful which company you select and
the affiliations you make. Think of what happens when companies who
affiliate with celebrities who run into personal problems that are
exposed in the media. This can become a public relations nightmare. At
that point social proof becomes a social spoof!
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