Throughout this article series we focus
on an important question that is often asked of us by luxury real estate
marketing professionals who want to challenge the incumbent market
leaders in their marketplace:
“Why am I not on the "A List" when others who are less competent, less communicative or less caring are being invited to listing presentations for prestigious properties?”
Our answer is quite simple: YOU GOTTA
HAVE GLAM! But, this requires a depth of understanding of the real
meaning of glamour, its counterpart, “charisma” and also the ability to
seize control of the way you are perceived by your target market.
Glamour is the “secret sauce”, which is at the core of personal and
company branding in luxury real estate marketing.
Men, be sure not to dismiss the word glamour as being gender specific
because there is so much more to the full concept of glamour than just
the style or appearance of women. The allure of an expensive sports car
or the rugged lifestyle of the Marlborough Man or the accolades of a
famous athletic hero, or the call to duty to serve your country at a
time of war is also at the root of glamour.
When we behold glamour, in its many
forms, it offers the promise of a different or better self or
lifestyle. Most importantly, as it pertains to marketing luxury real
estate, it influences our decisions about what we buy as a consumer or
whom we hire to sell our most expensive assets.
In Part 2 of this article series we will
begin to answer the question about How to get the most coveted
invitation in our industry, the invitation to the High-End Listing
Presentation?
Written by Ron & Alexandra Seigel-
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