Luxury Real Estate Marketing: The Luxury of Pursuing Your Passion

Luxury is pursuing your passion. If you are truly passionate about luxury real estate marketing it is likely that you will enjoy a tremendous advantage over your competitors. And, great things must unfold in your practice.

For inspiration, just look to others outside of the realm of real estate, those who are passionate about their careers. Some people are passionate about collecting art; others collect vintage cars.

Enzo Enea, a Swiss landscape architect, is also one of the world’s most famous tree collectors. His tree collection will be on display at the Tree Museum that he developed. It opened in June, 2010 near Lake Zurich in Switzerland.

What is extraordinary about this open-air museum is the series of open spaces delineated by stone walls that create outdoor “rooms”. About 120 trees will be on view at a given time, in this 75,000 square meter environment, there will be exhibit themes such as different types of trees and various ways of shaping trees.

The techniques of transporting mature trees is Mr. Enea’s particular claim to fame, techniques that were inspired by his study of bonsai. He is most passionate about weeping willows and Japanese maples in particular.

Most of the trees in Mr. Enea’s collection were given to him. For example, a tree was about to be cut down in a property renovation and Enzo asked if he could remove the tree for his collection instead.

Discovering these kinds of opportunities that others overlook is the sign of a passionate person. It is the same in marketing luxury real estate. When you are passionate about your work not only is it a luxury, because it makes you feel alive, but it is also gives you the competitive edge.

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Introducing LUXETERA, ETC.-- The Language of Luxury

LOL is both a professional networking community and a learning community. It is a place where you can gain access to the wealth of the world by acquiring social currency. That is, by becoming fluent in the Language of Luxury.

Our purpose is to help you attract and better serve more high net worth clients.

We now have a name for the language of luxury itself, LUXETERA, ETC. which is a featured category on the LOL Blog. Here we highlight luxury news from around the globe, courtesy of our LOL media partners, and also share insights from our own continuous research in the world of luxury.

Please take a moment to watch the VIDEO introducing Luxetera, Etc. Be sure to join the LOL Community and subscribe to the LOL Blog. Thanks for Watching!

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Happy Valentine's Day

One of the true joys of working as a husband and wife team is that you get to spend more time with your true Valentine. Now, we realize that this is not for everyone and many couples are much better off pursuing separate careers or just being apart more of the time. But, for us, two people who are passionate about the same things, such as strategic branding and lifelong learning, it is truly a luxury to work side by side.

A key to a great partnership relationship, in addition to precision teamwork and open communication, is finding the time just to have fun. One of our favorite romantic things to do here in Santa Barbara, California is to stroll along the beach and look for heart-shaped rocks, sand dollars, sea shells and coral. In fact, we now have quite a collection of these Valentine stones. (See photo above). They give a new meaning to the concept of a “private collection” because they have no intrinsic value to others. But, to us they represent the luxury of time simply to enjoy life to the fullest and to fall in love with each other all over again.

So, this weekend, take the time to do something fun with the one you love, with your family or friends. Find some reason to fall in love with life. We wish you a very Happy Valentine’s Day!

Luxury Real Estate Marketing: Is Luxury Out of Style?

1957 Mercedes Cabriolet

Luxury real estate marketing professionals need to stay abreast of current etiquette when conversing with high net worth clients. Economic conditions tend to affect the degree of conspicuous or inconspicuous consumption. But, is flaunting one's wealth ever in style?

Given the current economic conditions and the propensity of the media and talking heads to point out the downfall of the luxury retail market this holiday season, the following question comes to mind: Is luxury itself out of style?

The answer is NO. The essence of luxury is an object or a service that is well made/well done. Again the governing concept of an item is that is of exceptional craftsmanship which implies its long lasting value. A great service implies that you will return for that great service over and over again because it is worth it. The very well to do populace is not the only ones who buy luxury. There are quite a few people who may buy an item because of its "superior quality or performance." They understand that because it is a superior product, its longevity will make the purchase an economically sound decision.

Thomas Chippendale chair

There are people who will drive their Mercedes for 20-30 years. Divide the original purchase price by the number of years, and you will discover that given the performance and the lasting quality with which the vehicle is built, it is a bargain. In addition the resale value is higher, and if the model is sought after by collectors, it resale can be astronomically more than its original purchase price. A well made piece of furniture last lifetimes and is often passed from generation to generation. An authentic Chippendale is worth a fortune on today's market. With falling prices on many durable luxury items, those in the know are purchasing them.

The same could not be said about some luxury purchases. If one were to purchase a pair of satin Christian Louboutin shoes for $1500, the chances of those shoes surviving into the next century are not so great, even though they are well made and well crafted. The intention here is not to condemn the purchase but to illustrate the concept of long term luxury. It is possible that the wearer may be so careful as to avoid every possible scuff and not damage them at all and hand them off to a granddaughter with the same exact shoe size at some point in time!

What is out of style and what has always been out of style is in your face luxury i.e. bragging about and flaunting recent purchases. Etiquette is a lifelong pursuit and is not dependent on economic conditions to practice it. It depends on one's understanding and appreciation of all the conditions that life has to offer and reacting to them in a gracious manner.

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Luxury Real Estate Marketing: The Luxury of Lemon Grass

Lemon grass by Velela

Luxury real estate marketing has become an international game. Understanding what is considered to be a luxury in multiple cultures is now a requisite education for luxury real estate marketing professionals.

For example, what is considered to be luxury in Singapore, the fifth wealthiest country in the world? Its rapid economic growth and favorable business climate converted a port city into a major urban capital. In razing orchards and plantations to build high rises and an urban infrastructure, the country’s agricultural output became non-existent. Singapore is a country that imports the overwhelming majority of its food (eggs are the exception) and half of its water. Now, home grown vegetables, fruits, and herbs have become the new luxury.

Greening up the concrete façade of the city began with the chefs of the luxury hotels such as the Four Seasons and the Fairmont, who were not satisfied with the imported organic fare. These chefs began growing herb gardens on their rooftops. This expanded to growing banana trees, chilies, bell peppers and more. Other business and restaurants have followed suit, and are growing lemons, curry leaf, lemon grass and mint.

In a country proud of its gastronomic heritage and a people who value diversity in gourmet fare, this trend of homegrown produce has become vitally importance to continue its dominance as a culinary capital. Using organic produce is also beneficial to the environment as it has an impact of lowering greenhouse emissions. Now, the government of Singapore is supporting residents to grow their vegetables on their rooftops, or participate in community gardens.

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