Photo by Jorisvo
In marketing luxury real estate, there
is no substitute for local knowledge. Some real estate portals have
been collecting local insights from agents by offering them the carrot
of a miniscule chance of winning a contest. This information cannot
replace personal contact with trusted content.
Recently one of the chefs in town
mentioned he was going to Paris for a week. He asked us if we could
recommend restaurants that we had recently eaten at. He wanted to
experience bistros, and wine bars where the Parisians ate. So, we
contacted our friend and partner in Paris with that criteria, and she
sent back several of her favorites, along with a local’s perspective
and descriptions.
When I searched Paris restaurant
guidebooks, Google gave me 847,000 results. This chef has even better
resources than Google such as other chefs and customers who constantly
travel. What he was looking for was eating at places where the locals
eat. He wanted to be where the Parisians are, i.e., the local current
experience.
Guidebooks and the Internet are great sources of local information, but is it really the genuine article, and can the reviews be really trusted to match our own standards and preferences?
When we travel to a client’s
destination, we always ask for their recommendations of places to stay
and at which to dine. We are always looking for the local experience,
and not the tourist’s experience. The same is true for us regardless
where we find ourselves in the world. Local expertise makes a world of
difference.
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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