How and Where to Use Your Headshot Effectively: The Pajama Syndrome

Over the past few years, we have noticed that many agents are not adding their headshot to their business cards.  It seems to be a growing trend and a differentiator for many real estate professionals both in luxury and the median market.

From an aesthetic point of view having a photo on one’s card limits the design of a card.  The quality of paper has to be of a certain weight, be glossy and have a UV coating, so that the card and the photo looks good.  Personally, we are not fond of pictures on a business card, and there are exceptions.

When it comes to the website, the headshot should be on the “about” page, and the same goes for an introductory video, if you choose to have one.  If you write a blog, this also is an excellent place for your headshot.  But your blog had better have original content unique to your point of view, and not be full of canned content. 

Having your photo on every page of the website is similar to the salesperson in a store, who follows you when you are just browsing.  It makes one uncomfortable, which is exactly what one client told his favorite agent.  “I often search for properties on your site in my pajamas late at night, and I don’t want to see your face on every page, it is embarrassing.” 

The website is a self service venue, and a video introduction on the home page, that starts automatically playing is unnerving, and just knowing that it will show up each time someone wants to search, your potential leads will not return.  Your competition’s site is a click away.

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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Eight Headshots Do's & Don'ts: The Eyes Are the Windows of the Soul

Here is what we have gleaned from sitting in on numerous photo shoots with some of the top portrait professionals, and what you can observe from looking at movie posters when the stars are featured as part of the advertising.  The eyes are the “windows of the soul”.  Notice that Angelina Jolie’s eyes tell the story of her as the evil character.

Do wear a favorite business outfit, appropriate to your market place, that is comfortable, and you love.

Do use a makeup artist for the shoot. This also applies to men.

Do hire a professional portrait photographer. Interview to make sure you will be comfortable working with that individual.

Don’t strike a dramatic pose, (with your head to the side) remember this is not an audition for a role in a soap

Don’t cross your arms. It is a signal that you are unapproachable and set in your ways

Don’t pose with a phone in your ear. This says, I am too busy for you!

Don’t pose with your dog, cat or horse. This is a case of too much information

Don't pose with your significant other, if they are not in the business with you.  Don't pose with your child/children, it confuses the onlooker.

One of our favorite photographers in San Francisco taught us the art of the business head-shot.  His business head-shots illustrate these principles, the eyes tell the story.  In the photo shoots, he would ask our clients to tell him about their real estate practice, and what they loved about it.

He would urge the smile to their eyes, and this would make the perfect business head shot, and sometime we left it at that.  The smile was just in the eyes, the teeth were not needed.  The photo would communicate the warmth, openness and competence of the agent.

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. 

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury

Mind Share Marketing: How to Get A Bigger Slice of the Pie

We often hear the same story from agents who want to dominate a niche in their marketplace, but the incumbent market leader intimidates them.  Here is their story: 

“So and so is dominating this area in listings, they have been in the community for years, and they are well connected.  They are not tech savvy.  And, their integrity and competence is questionable.  They take overpriced listings, and spend lavishly on print advertising.  How can I compete?”

What these incumbents have is Mind Share.   And, Mind Share precedes Market Share.  They understand the importance of visibility in their marketplace, as a means of increasing their Mind Share.  

Each marketplace is unique.  Visibility on the web is important in some communities, but it is not the end all solution to achieving high visibility.  Keep in mind that once a consumer has bought or sold their home, they are not focused on real estate.  They are focused on enjoying their lifestyle, and lifestyle is all about the community.

One of our clients in the Napa Valley has a unique form of visibility, which may or may not work in your marketplace.  She has billboards at each entrance into Napa.  When she promoted a client’s listing (who is a car buff), she bought a billboard at Concours d’Elegance, (a prestigious car show) at Pebble Beach and had gift bags for all the attendees.  She sold his home, and gained several buyers in the process.

Maintaining visibility in your community can lead to Mind Share.  The more people who know you and think highly of you in your community, the bigger your slice of the pie.

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. 

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

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Luxury Real Estate Marketing: How Do I Find My Niche?

As we have been sharing the series on how to dominate your niche, we are getting many comments essentially asking, “How do I Find My Niche?” Here is one aspect to finding one’s niche.

The first one is what we call the broader perspective, as if you were viewing the possibilities from the International Space Station. This is known as outside in thinking, or viewing real estate from the client’s perspective.  From that viewpoint, what is something that is missing in your real estate community? What or where are the needs not being met?   That is known as the under-served marketplace. 

Naturally, this takes time, focus, and dedication:  you have to study the trends, the demographics, and the psycho graphics of your market place, as well as all the current trends and influences of the world at large on your market place.  You have to be well versed in every aspect of what is happening.   This is when the obvious is revealed.  “Nothing is more deceptive than an obvious fact.” Sir Arthur Conan Doyle, author of Sherlock Holmes.

If you recall our series on the Lark Restaurant, they looked at what was missing from a restaurant goer’s perspective in the Santa Barbara restaurant scene. They are catering to what was an under served market place. Understanding this concept is what made Cirque du Soleil, Yellow Tail Wines and Apple a resounding success.

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. 

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

 GET FLUENT. GET AFFLUENT! - JOIN THE LOL COMMUNTIY 

 Linked In, Facebook, Active Rain & Twitter

CLICK HERE TO SIGN UP FOR THE LIVE ZILLOW WEBINAR