Luxury Real Estate Websites: What You Need to Know About Google’s New Algorithms - Part 2

PART 2:  Gourmet Food for Thought vs.. Junk Food for Robots

 In Part 1 of this article series we discussed that Google’s new algorithm, Hummingbird, will be a game changer for many luxury real estate marketing professionals who have been building their online reputation through blogging. Content is still king. But, it is not necessarily the often-searched keywords that Google is trying to match with your keyword-laden content to bring traffic to your website.  

The user’s intent is now what Google is trying to decipher, which may not be expressed explicitly in keywords when they type in their search queries. Thus, QUALITY CONTENT, what we call “gourmet food for thought”, that truly satisfies the user’s query will reign supreme and dethrone content that was merely “junk food for Goggle robots”.  

To give you an idea of the significance of this change, look at what happened to Demand Media’s eHow, with its “content farm” business model. At eHow.com you can type in a ‘how-to” question and find multiple articles on just about any topic. To build its content library eHow was hiring freelance authors to churn out as many as 200,000 articles per month in order to capitalize on Google’s previous keyword-dominant algorithm. Today, Demand Media, which was valued at over $2 billion when they went public in 2011, has a market capitalization of below $500 million as their stock dropped 79% from its early peak. 

For luxury real estate marketing professionals the take-away lesson from eHow’ dependency on Google is this:  Take the time to examine your content “recipes”.  

If you want to be a market leader you must become a gourmet when it comes to content. Creating satisfying, quality editorial content, (including excellent photos and videos that help tell your story), this is what it takes to be newsworthy, buzz-worthy and follow-worthy. Original, quality content will serve you far better than producing junk food for robots.  But, the key is to have a unique “P.O.V” (Point of View).

If you have ever watched The Next Food Star on HGTV, which is the contest to find talent for fresh new TV content, you have seen the mentors on the show insist that the contestants have a unique point of view, an angle, or a handle.  For example, Rachel Ray’s POV is “the girl next door”. The 2013 winner, Damaris, offers Southern Style cooking lessons for men so they can attract or impress the girl of their dreams. 

We understand that it can be challenging to figure out what your unique selling proposition is, or what your extraordinary promise of value is. We help each of our clients overcome this conundrum in our personal and company branding practice.  Sharply articulating your POV is exactly what is required if you are going to offer unique editorial content and stand out from the crowd. You need to become a gourmet if you want to be an online thought leader and a luxury real estate market leader in your area. 

Written by Ron & Alexandra Seigel-

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Marketing Luxury Real Estate: The Advantage of Working with a Professional Videography Crew

We were recently in Key Largo, Florida orchestrating a video shoot for our client, a luxury real estate marketing professional in Ocean Reef, which is an exclusive private community. We had the distinct pleasure of working with Frazier Nivens, the Emmy award winning film maker of “Sharks, Killers of the Caribbean”. Frazier has over 30 years of experience as a videographer and also as a diving instructor. He has produced thousands of videos above and below water.

It makes an enormous difference when you work with professionals who are experts at their craft. The difference is in the attention to details. This was immediately evident with Frazier’s command of lighting, his camera angles, and his overall ease of production logistics. The savvy videographer views the video shoot with an editor’s eye, making post-production in the editing room easier for the editor.

Getting the sound just right is also crucial to the success of video production. This is particularly important when you need to mix the sound of multiple “actors”. We also had the privilege of working with an outstanding sound technician, Gustavo, a professional who is truly passionate about his work.

When you see the end result, which we will soon share here on our Language of Luxury blog, you will immediately be able to sense the high caliber of video production which is important for marketing luxury real estate and also for video blogging in the luxury realm.

Raising the quality bar in video production on your website and set you apart from your competition and help you to amass an audience of raving fans. Anyone can point and shoot a video camera. Working with professionals makes all the difference in the world. It can give you the superior competitive edge.

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Marketing Luxury Real Estate: 2011 is the Time to Break All the Rules Series

To be a true standout in your marketplace, as a luxury real estate marketing professional, think like a trail blazing iconoclast. The dictionary defines an iconoclast as somebody who challenges or overturns traditional beliefs, customs and values. To get into the iconoclastic mindset, check out the TV series, Iconoclasts on the Sundance Channel. Robert Redford, executive producer of the series, explains: “Iconoclasts explores the intersection where two great talents meet, and where creativity comes alive.” (The series is no longer produced, it can be found on the Sundance Channel in reruns.)

Each segment pairs two iconoclastic individuals who are great examples of a one man or a one woman brand, yet dissimilar in their life’s work. It then explores their views and their ideals. Each individual has blazed a path and has explored the leading edge in their personal inimitable fashion and passion. They have expressed their authentic selves. Each has strayed from the comfort of the normal and the average. They have each fearlessly opened doors that were considered taboo. They have stayed true to their own ideals regardless of the consequences.

One of the earlier episodes paired Norman Lear and Howard Schultz. Norman Lear is best known for his 1971 production of All in the Family, a comedic sitcom exploring bigotry and race, which according to the experts was doomed to fail. Howard Schultz is the CEO of Starbucks, and he recounted his efforts to raise money to fund Starbucks and how everyone told him, he would fail because he wanted all of his employees, including the part timers, to get have health insurance and stock ownership in the company.

In our series, we will highlight iconoclasts from all walks of life. It confirms that all is very well with our world as long as there are iconoclasts to blaze new trails. Are you an iconoclast?

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Luxury Real Estate Marketing: 8 Tips for Staying Positive & Creating Your Personal Affluent Economy

Affluence begins with an affluent state of mind. One of the best ways to stand out as a luxury real estate marketing professional is to hold the vision of a vibrant economic future, yours in particular. View the present marketplace as a place of opportunity rather than focus on the reality as presented to us by the media and other naysayers. What is true is that some luxury homes are selling in most upper tier marketplaces. The question is, “are you in this rosy part of the picture?”

Maintaining a positive point of view definitely requires continuous practice. It is not like you need to hide from the negative, the trick is not to DWELL on it and “accentuate the positive”, as the song says.

Here are 8 tips to get you back on the positive train of thought and keep you there more often.

1. Appreciate someone or something around you.

2. Focus on something beautiful such as your pet, a flower, a tree, or the abundance of cherries that are currently in season.

3. Distract yourself with a few deep breaths

4. Take a walk around the block, or exercise

5. Give a sincere compliment, or two, or three.

6. Share some good news

7. Make maintaining a positive viewpoint a top priority in your life

8. When all else fails, lie down, pull the covers over your head, and don’t move till you feel better. In other words, keep a good sense of humor. And, remember that life is just a bowl of cherries.

Here is an excerpt from today’s post in the Mayo Clinic blog regarding the advantages of positive thinking for your health:

Researchers continue to explore the effects of positive thinking and optimism on health. Health benefits that positive thinking may provide include:

• Increased life span
• Lower rates of depression
• Lower levels of distress
• Greater resistance to the common cold
• Better psychological and physical well-being
• Reduced risk of death from cardiovascular disease
• Better coping skills during hardships and times of stress

Think more positively! It not only is good for your personal health, it is good for your personal wealth, your personal affluent economy.

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Luxury Real Estate Blogging: Do You Feel Like a Fish Out of Water?

As a luxury real estate marketing blogger do you feel like a fish out of water? The source of the “disconnect” that you are experiencing could very well be your lack of passion about that which you are writing. If so, you are OFF your personal brand signal. Unless you discover both your passion AND your own unique voice, which is your personal brand and style as a blogger, you are much better off channeling your energy into other marketing strategies.

Passion alone is not enough! If you are passionate about what you are blogging, the trick is to discover how to present your content CONSISTENTLY in your own inimitable way. You must be relentless, as your own editor, to STAY ON YOUR UNQUE BRAND SIGNAL. If you need an outside opinion, hire an editor who can immediately tell when you are on or off your brand signal.

As we stated in Part 1 of this series, ORIGINAL content is what your target audience is craving! Regurgitated or generic information is worthless because your audience can find it elsewhere. Eventually, they see right through you. They will brand you as a copycat and stop following you. Even worse, you will feel hollow (if you are honest with yourself) when you publish non-original material because you are cheating yourself out of the satisfaction that can only come from being original.

When we coach authors and bloggers, which is a subset of our strategic branding practice, we are hired to help our clients discover their unique voice and DNA, to identify their inimitable brand signal, and also what they are most passionate about. Usually, it is not a question of discovering something new. But, by drawing out their unique way of expressing their passion it confirms or reaffirms what they already know intrinsically. We help them by reminding them that they are like fish swimming in water but have taken the water for granted. And, that is always a revelation!

We learned how to decipher and refine our own original ideas when we wrote an internet advertising technology patent in 2002 with our partner, John Ullmen. It took us two years to file. Our patent attorney was an absolute task master. He was the fourth patent attorney that Bill Gates hired and actually wrote many of the patent policies for Microsoft. He was unrelenting in insisting that what we wrote was original because it simply would not fly at the US Patent Office, otherwise.

Many, many times after arduous work, putting in many 18 hour days we would realize that what we thought was original was already originated by someone else. Finally, we were granted our patent in 2007 because there simply was no precedent (what is known as prior art) for our original work.

Without passion, you simply will not sustain your course of action over time, as a luxury real estate marketing blogger. The real rewards of blogging occur, in addition to generating new business, when your audience offers you feedback that you are indeed a one-of-a-kind author.

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