It is
said that the only people who like change are babies. In the last two
decades, the new technological advances have disrupted what once seemed
to be the order of things. In marketing luxury real estate or
anything else, change is a constant.
With the
rapid means of communication via the Internet, we are aware that we
constantly need to reformulate or refresh in order to adapt, (you
snooze, you loose). The experts tell you that yesterday’s marketing
plan is so five minutes ago. How do we stay sane and ready to adapt?
Focus on
the fundamentals that represent a constant. In luxury real estate
marketing, the most important fundamental of success is impeccable
communication. It is creating an ideal working relationship that gets
the desired outcome. It is only then, that you decide on the latest
and greatest technological advance not because everyone says it works,
but because it works for your marketplace.
For
instance, many experts have insisted that print advertising in real
estate is a waste of money. However, there are many marketplaces where
the target market has the paper delivered to them, read the real estate
section, or pick up magazines to view the latest listings on the
market. So don’t tell those people that print advertising is so five minutes ago!
In life,
we all have fundamental values that we enjoy living with, where we
dismiss the technology. Many enjoy reading books in print, rather than
downloading them to their tablet reader, or shopping in stores to feel
the fabric and see the colors of clothes they buy, rather than shopping
on line. This is what works for many, their fundamentals of life
style. It may be so five minutes ago for some, but not for others.
As a
child living with my grandparents, I remember how every morning my
grandfather would wind his pocket watch that sat on his desk. Although
he had a wristwatch, this pocket watch was his favorite timepiece,
pictured above. It was his grandfather’s given to him when he was
child. If he was alive today, I am sure he would wind it everyday, even
if he had the latest timepiece. For him, it would not be so five minutes ago.
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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