The Language of Luxury

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Monday, July 23, 2012

Personal and Company Branding: How Strong is Your Brand Recognition Part 2

Photo by Valentino Vicentini

Instant recognition, of your personal or company brand in marketing luxury real estate, is the ultimate goal of banding. The fastest route to achieve this top-of-mind status is by specializing in a particular category or niche within your market place and becoming identified with that category. An example would be the waterfront property expert.

In part 1 of this article series about brand recognition, we demonstrated the speed at which the mind recognizes an iconic brand. What is not as obvious, however, it the speed at which we categorize, or pigeon hole that which we observe in order to give it a context. The ultimate goal of branding is to become top of mind in a category. James Bond’s 007 enjoys top of mind status in a specific category or genre of films-spy thrillers. Can you think of any other lead characters in this film niche? How about Jason Bourne in the Bourne Identity, or Ethan Hunt in Mission Impossible?

Spy thrillers are a sub-category or a niche within the large category of action adventure files. For example there are numerous action adventure heroes such as Batman, Spiderman, Superman, Ironman, X Men and the Incredible Hulk. James Bond is an action hero. But, would James Bond be associated with this same group of characters?

Try another category! When you think of late night talk show hosts, who comes to mind? Did you think of Jay Leno or David Letterman? How about a daytime talk show host? Did Ellen or Oprah come to mind? Notice that Oprah did not come to mind in the late night category.

Our minds think in categories, whether it is products, services, plants, animals or entertainment. That is why it is so important for you as a luxury real estate marketing professional to stand out and become known for some specific niche within the minds of your target market.

WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Friday, July 20, 2012

Personal & Company Branding: How Strong is Your Brand Recognition?

The branding goal for luxury real estate marketing professionals is instant brand recognition. When you first saw the image above in this post, what thoughts came to mind? First, did you recognize the brand? If so, how long did it take you to recognize it? If you are like most people who are attuned to popular culture you know that this is James Bond’s logo and you recognized it in a Nano-second.

Isn’t it amazing how three numbers and a gun can communicate such a potent message? That message is spy story (suspenseful action-adventure with international intrigue). It conjures images of the main character in the story that has mass appeal. He is an archetypical action hero who is suave, debonair, charismatic, sexually attractive, a lady’s man, with tongue-and-cheek humor, who is bent on protecting mankind from evil.

Likewise, the words, “double 0 seven” have a similar impact. So do the first seven notes in the James Bond sound track (brand perfection in 7 notes). That image, the words and the sounds have made an indelible impression in your mind over the years and will likely be accessible to your recall for life. That is the power of branding!

This is the 50^th anniversary of the famed James Bond franchise. The 23rd James Bond film, Skyfall, is coming out this winter, starring Daniel Craig. The James Bond fan club is global. Are you thinking of seeing it?

Marketing luxury real estate at the level of market leadership requires that you establish an indelible brand in the minds of your target market. It requires instant brand recognition to sustain market leadership. How strong is your brand recognition?

WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Wednesday, July 18, 2012

Luxury Real Estate Branding: Do You Need a Brand?

Do you need a brand for your luxury real estate marketing business? You need a brand if you are in pursuit of market leadership in your chosen niche. A clearly articulated brand facilitates referrals and decision-making on both sides (sellers/buyers) of the real estate game.

Like it or not, we are branded from the moment we are born. Brands are labels; they are a shortcut and a time saver for the mind. They are so obvious that we take them for granted. They become invisible.

The moment we look at someone, our mind’s computer begins to assess and pigeonhole. The more we are pressed for time the more we rely on snap judgments.

With products and services, once we pigeonhole a product or service in a category we equate the category and the brand. And, we only have room for a few products or services in each category, at least from the standpoint of being able to readily recall the brand name. The goal of branding is to achieve top-of-mind status in that short list of products or services within any given category.

To stand out and reach the top of the list you have to make it easy for others to communicate about your brand to others. That is the challenge of branding. It is all about making a compelling case to be at the top of the mental list, in your category, for your target market. If they are convinced that you should be at the top of their list, you must empower them to convince others.

Think of a brand that you like. What would you tell someone about it? How did that brand get to the top of your list? Getting to the point where one wants to refer you requires a continuous strategy and marketing plan that secures your brand recognition and your dominance in the marketplace.

Tiffany’s is the quintessential luxurious American brand when it comes to engagement rings. That is an example of equating a brand with a category. In the minds of young women about to be engaged, Tiffany’s is the place to go. It is at the top of the list in the engagement ring category. Tiffany’s has cultivated that top-of-mind status through brilliant strategy on all fronts. Last year, they premiered their now successful interactive site, What Makes Love True, solidifying their position as the premiere place for engagement rings.

Are you on the top of the list in your category for marketing luxury real estate? Or, do you need a brand?

WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Monday, July 16, 2012

Luxury Real Estate Branding: What Color is Your Tomato?

In order to understand branding in the realm of luxury real estate marketing, it is important to understand brand categories. If market leadership is your quest, as a luxury real estate marketing professional, the key is to select a brand category or sub-category in your marketplace that you can dominate.

Here is a simple illustration of brand categories. The above picture shows a variety of heirloom red tomatoes with yellow stripes. If all of real estate could be classified as a tomato, then the heirlooms could represent luxury real estate. In the kingdom of heirlooms, there are many heirloom varieties.

This photo shows a darker red heirloom with green stripes, and beside it is the yellow heirloom with red striping. These three varieties could be classified as sub-categories in your marketplace. If yellow tomatoes represent luxury condos, the opportunity here is to be the king/queen (the yellow tomato) of the luxury condo market.

The differences in the DNA makeup of these categories are minor, but the characteristics in terms of shape, color and flavor are distinctive. The heirloom tomato’s target market is discerning tomato lovers in general, but each customer has their preferences. The key to branding is to clearly amplify the difference so that the customer looking for sweet, low acidic tomatoes, for instance, can quickly be matched with the right brand, yellow tomatoes.

Buying from or listing with a dedicated specialist gives your client confidence, that they are dealing with an expert. Branding therefore, accelerates the selection process in a sea of choices, and saves time for everyone.

What color is your tomato?

Tuesday, November 1, 2011

Luxury Real Estate Marketing Brand Keys: Part 4,Your Unique Selling Proposition

Your Unique Selling Proposition

This is Part #4 of our blog series on the Three Luxury Real Estate Marketing Keys for Personal Branding. Define. Align. Refine!

In Part 1 we covered self-definition as the starting point for creating a personal brand. In Part 2 we explained the importance of personal alignment. In Part 3 we demonstrated that the result of self-definition and personal alignment is feeling centered. Here we discuss the importance of articulating your unique selling proposition which is part of the refinement process that allows you to stand out from your competition.

In Beverly Hills, on the famed Rodeo Drive there resides several high profile competing jewelry stores including Cartier, Van Cleef & Arpels, Tiffany, Bulgari and Harry Winston. Rodeo Drive is only a couple of blocks long. They have much in conmon. Yet, they are all thriving.

1. Each has a beautiful, inviting store front well-positioned on the street for walking traffic. Each is located on the right street (in the high rent district) given their price points.

2. Each is famous for their jewels and their integrity

3. Each is a reputable global luxury brand.

The unique factor is that each appeals to a different clientele.

For instance, if you are looking for rare stones (pink or canary diamonds), Harry Winston is your store. This is the primary reason to shop there. In a couple of words they sharply differentiate themselves from the others: rare stones.

Cartier is known for their intricate design of their necklaces and pendants and for having been a favorite of the Duke and Duchess of Windsor.

Van Cleef & Arpels is known for their "mysterious diamond setting," because the prongs holding the diamonds are invisible.

You are a luxury real estate agent, and your may be a well known luxury brand, or may have a luxury division. Now, what are YOU famous for? What is your appeal to sellers and buyers that is unique and distinct?

Once you have identified your unique selling proposition you must refine the way in which you communicate it so that your target market can understand it in a nano-second and can tell other how you are different from your competition.

WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Monday, July 11, 2011

50 Top Luxury Real Estate Markets: Santa Barbara, CA

Photo Courtesy of Rebecca Riskin

Jackie and John F. Kennedy honeymooned here. Prince William just played polo here. Oprah, George Lucas and many other Hollywood notables call it their “second” home. Santa Barbara, with its magnificent surrounding neighborhoods is known as the American Riviera®. According to Diana Bull, past president of both Santa Barbara Association of Realtors and California Association of Reators, “Santa Barbara is rich in culture, beauty, entertainment, and interesting people”.

Montecito

Situated just east of downtown Santa Barbara, between the coastline and the foothills of the San Ynez Mountain Range, Montecito is one of the wealthiest residential communities in the world. Yet, its sophistication is tempered by an ideal climate which makes for a very relaxed, low-key, serene lifestyle that can be enjoyed, indoors and outdoors, year round.

To view additional photos of these magnificent homes go to slide show and, click here

Photos Courtesy of:

Suzanne Perkins, Harry Kolb, Rebecca Riskin, Susan Burns, Sandy Stahl, Victor Plana & Kathy Winter

One of the most exciting aspects of Montecito is the stunning architectural styles that can be found in many of the fine homes here. The topography and views here can be an architect’s dream. According to Cristal Clarke, “Montecito is known for its lush landscaping and large parcels”. Susan Burns, for example, represents the estate of John Saladino, a famous New York architect and interior designer who completely remodeled his 13 acre “"half farmhouse, half villa" that is nestled on a gentle country road and hidden by a grove of mature trees. The home was originally designed by architect Wallace Frost and crafted of local stone quarried onsite in the 1920's”.

Harry Kolb reflects on the preponderance of Mediterranean architecture in Montecito and Santa Barbara in general. He explained that, “Architect and painter, George Washington Smith, is known for popularizing the Spanish Colonial Revival style here in the early 20^th Century. Available for the first time in over 30 years, “La Quinta” is one of Montecito’s Seven Crown Jewels. This 1924 Carlton Winslow designed 7-bedroom Italian Villa is represented by Mr. Kolb.

Rebecca Riskin enjoys representing Montecito homes “that offer distinct architectural character and unique settings”. Her spectacular 12,000 square foot hilltop estate on roughly 20 acres features “unrivalled privacy and panoramic ocean and mountain views as far as the eye can see”, according to Ms. Riskin.

From traditional equestrian estates, to beachfront contemporaries, to hillside villas, Suzanne Perkins believes that “Montecito has matchless ownership opportunities for those with particularly discerning taste”. Dan Encell notes that, “Montecito tends to retain its intrinsic property value. With the mountains on one side, the ocean on the other and a no-growth green belt of agriculture heading down the coast there will always be an inherent scarcity of fine properties here”.

Sandy Stahl works extensively in Birnam Woods, Montecito's gated golf course community. She says, “Montecito, with its picturesque upper and lower villages, is a small town community in a rural setting but with the cultural advantages of a bigger city in nearby Santa Barbara. The Santa Barbara Bowl with its outdoor concerts, for example, may be the smallest venue of big name acts like Carole King or James Taylor, Jerry Seinfeld and Yo Yo Ma who will come to town after playing the Greek Theatre or Hollywood Bowl in L.A. just because they are in love with the area.

Beachfront Homes & Condos

According to Karen Spechler, “one of the most desirous condominium developments in all of Santa Barbara is Bonnymede, at the beach in Montecito, adjacent to the world renown Four Season’s Biltmore Hotel and the Coral Casino Beach and Cabana Club. It is also walking distance to Montecito’s lower village”. If you are like George Lucas of Star Wars fame, the ultra-exclusive beach estates in Montecito and Carpinteria can provide a level of security and privacy that simply cannot be matched in Malibu. Kathy Winter points out, “with miles of sandy beaches and sea walls to protect homes from wave damage there is tremendous value here if you long for a lifestyle that only a beachfront home can offer”.

Carpinteria

Next to Montecito and the quaint town of Summerland, is Carpinteria, “the avocado capital of the world” It arguably has the some of the best surfing beaches in California. And, it is home to the Santa Barbara Polo Club where Prince William and his new bride just kicked off the 2011 season with a gala event catered by HGTV Food Network star Giada Del Laurentis. According to Yolanda van Wingerden, “Carpinteria is a very close knit community. There is tremendous community support for local activities and local businesses”

The American Riviera®

Reminiscent of the Cote d’Azur in southern France, Santa Barbara is often referred to as the American Riviera®. Chris Palme, who specializes in the Riviera itself, explains that “many of the buyers who choose this area appreciate not only stunning ocean views but also the city lights of downtown Santa Barbara in the evenings. This provides a sense of connectedness to the pulse of the city vs. the serenity and quietude that is associated with the more remote areas of adjacent Montecito”.

Hope Ranch:

If you are seeking acreage and an equestrian community lifestyle there is no place like the private enclave of Hope Ranch, with its 25 miles of hiking and riding trails and large wooded lots. John Gough points out that “this wooded rural setting with its private golf course is just 10 minutes from the Santa Barbara airport”. “The sense of community in Hope Ranch, with only 700 households, is unparalleled” according to Linda Lorenzen-Hughes, “Where else can you find a community where families have 2-night campouts at the private Hope Ranch beach in the summer and horseback riding Christmas carolers in the winter?”

Jim and Ann Sarborough say that, “the people who live in Hope Ranch are noticeably happy. For the most part, they don’t have to live here for economic reasons. They choose to be here. As a result, there is a wonderful generosity of spirit that is demonstrated through many local philanthropic endeavors”.

The Mesa

Heading up the coast from the centrally located Santa Barbara Harbor and Marina are the coastal hills that comprise the Mesa with fabulous ocean views. According to Mike Richardson, “it is usually 12-15 degrees cooler in the summertime and conversely warmer in the winter than the Riviera area which is set back above Highway 101 that runs through Santa Barbara”.

We asked several agents to give us a quick take on the Santa Barbara lifestyle and its unique culture. Here is what they had to say:

“It’s good comfortable living”- Kevin Schmidtchen

“It’s a veritable brain trust here with seven institutions of higher education in the immediate area. People who graduate from our schools often decide to come back here to live” --Steve Epstein

“Vacationers stop here, have lunch, fall in love with the area and feel compelled to buy here”-- Daniel Zia

“Buyers, especially from colder climates, are attracted by the ability to live an active outdoor lifestyle year round”—Nick Svensson

“With the quality of life, the clean air, clean water and the off-shore, close-by Channel Islands, it’s the closest thing to Hawaii on the mainland”—Victor Plana

“Santa Barbara is one of the most resilient markets in the US today. We are starting to see multiple offers, again “—Alyson Spann

“As a 4^th generation Santa Barbaran I have come to appreciate the sense of spiritually, grounding, and positive energy which is the heritage of the California Indians who lived here. There is a true felling of security in this city”—Tiffany Dore

“With all that Santa Barbara has to offer, there is a window of opportunity for buyers to take advantage of some very attractive prices”—Adam Pirozzi

“Santa Barbara is the biggest small town on the California coast and the pace of life here reflects that”—Mike Calcagno

The Santa Barbara wine country now rivals Napa and Sonoma in many ways. Be sure to also check out our article on the Santa Ynez Valley, the area that became famous in the movie, Sideways.

Monday, June 20, 2011

Luxury Real Estate Marketing: What Is Your Brand Worth?

Choosing the right brand name is extremely important for luxury real estate marketing professionals. Some of the best brand names deliver an emotional impact that makes it easy to remember and also propels sales. Striking just the right chord with your target market is the key. What emotions are summoned with the name Shark Tank?

Have you ever watched Shark Tank, the TV reality show on ABC? It stars Barbara Corcoran, the luxury real estate marketing professional who sold her highly successful brokerage firm in New York several years ago, and other successful venture capital superstars including billionaire Mark Cuban, the owner of the Dallas Mavericks. The premise of the show is that entrepreneurs seeking venture capital give their pitch to a panel of investors who fight, like sharks, over who will offer the best deal.

On a recent episode, a couple of guys pitched the idea of investing $50,000 in their clothing business in exchange for a 25% interest in the company which is called Hill Billy™. Comedian Jeff Foxworthy (one of the sharks) immediately recognized the value of the Hill Billy brand name because he has made a fortune with his “red neck” humor and Blue Color TV.

The entrepreneurs, who trademarked the name, proved that there is a market for Hill Billy™ brand clothes by selling them at country music concerts and often outselling the performers T-shirts and concert paraphernalia. But, none of the sharks took the bait. Instead, they all insisted that the true value of the company was in the trademarked brand itself, asserting that the clothing business is extremely risky. They did see value in the brand name, but only in its limitless licensing potential.

Three of the sharks agreed to offer $25,000 each to buy the Hill Billy™ brand name for licensing purposes and not to invest in the manufacturing of the clothing line. They also offered to give the entrepreneurs a 7% royalty on all licensing fees. The deal was accepted.

The term Hill Billy refers to people in the United States who dwell in remote, rural mountainous areas, such as Appalachia, or the Ozarks. It sometimes has a derogatory connotation depending on the context of its use or the attitude of person using of the word. But, all of this meaning plus the values that are inferred are wrapped up in the brand name. The brand obviously offers a form of self-expression for certain consumers who can identify with it whether or not it is taken seriously.

The Hill Billy™ brand clearly strikes the right emotional chord with its target market that drives sales. That is exactly what makes it a valuable brand. How much is your brand name worth?

Check out our popular Blog Series: So You Want to Be a Market Leader

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Tuesday, May 17, 2011

Personal & Company Branding: The Top 25 Ad Slogans of All Time

Brevity of communication when it comes to conveying your unique promise of value is of paramount importance for luxury real estate marketing professionals who seek market leadership. Millions of dollars are paid to advertising companies to achieve this for products and services. Why not learn from the best when crafting your own marketing message?

The top 25 ad slogans of all time is a great place to start. See how many of these slogans you recognize. If you score more than 50% you are certain to understand the core concept of branding. These brands are forever imprinted on your brain with these slogans. The advertisers want their brand to come up first whenever you think of the corresponding product category. Coming up "Top-of-Mind" is what branding is all about.

Jingles are slogans put to music. Numbers 1, 4, 6, 18 & 19 are jingles. Can you remember the tune?

The answers are at the bottom of the list.

Plop, plop, fizz, fizz, oh what a relief it is
You're in good hands with _______.
Don´t leave home without it
Reach out and touch someone
A little dab'll do ya
M'm! M'm! Good!
Please don't squeeze the ________.
The pause that refreshes
Look, Ma, no cavities
When it absolutely, positively has to be there overnight
Snap! Crackle! Pop!
Finger lickin' good.
Betcha can't eat just one.
Because I'm worth it
The milk chocolate melts in your mouth, not in your hand.
Good to the last drop.
Just do it!
You'll wonder where the yellow went when you brush your teeth with ________.
Sometimes you feel like a nut, sometimes you don't.
The Uncola.
Think Small.
Where's the beef?
Let your fingers do the walking.
When you care enough to give the very best
The Breakfast of champions

1. Alka Selzer,2. Allstate, 3. American Express, 4. AT&T, 5. Brylcreem, 6, Campbell’s Soup, 7. Charmin, 8. Pepsi, 9. Crest, 10. Fed Ex, 11. Rice Crispies, 12. Kentucky Fried Chicken, 13. Lay's potato chips, 14. Clairol, 15. M&Ms, 16. Maxwell House Coffee, 17. Nike, 18. Pepsodent, 19. Almond Joy, 20. 7UP, 21. VW, 22. Wendy's, 23. Yellow Pages, 24. Hallmark, 25. Wheaties

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Friday, January 14, 2011

Luxury Real Estate Branding: Striking the Right Balance for Your Marketplace

Here is a recent email we received from a prospective client who wants to create/refresh their brand,

"In my marketplace, we have about 800 homes in our two town MLS with only about 16 priced from the mid-fives to about 2.6 million. Affluent buyers want someone who is very well-versed in luxury homes, but with so few available, is it wrong to also be a great agent for lesser priced properties? I don't want to be all things to all people, but I don't want to lock myself solely into a niche that may not have sufficient inventory to maintain a viable business. Your feedback would be greatly appreciated.

Here is our answer,

We understand what you are reaching for. It's a matter of striking the right balance. The key is to develop an upscale personal brand that is sophisticated but not pretentious. A perfect illustration of this concept is to view the big department store retailers: Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman are the luxury brands stores, Macy's brand appeals to a wide range of customers. and Nordstrom’s is more upscale. However, Nordstrom's does not intimidate Macy's customers.

Another example of a balanced brand is Ralph Lauren. He is known as the quintessential American designer. He has many lines that he manufactures for every demographic. The clothing line is accessible to everyone who likes his designs.

That is the balance you are looking for.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Sunday, December 5, 2010

Marketing Luxury Real Estate: The Pursuit of Personal Mastery

Courtesy of Tom Collins - Wine Country Master Potter -Napa Valley, CA

Have you ever contemplated becoming a master at marketing luxury real estate? This is what every market leader in every luxury marketplace has pondered before actualizing this attainment. What is the standard for mastery? Is it consistently out-producing the closest competitor? Or, is it the consistent demonstration of artfully matching buyers and sellers and satisfying their express needs? However you measure the success of a master in your field, it ultimately comes down to the personal satisfaction of reaching your own self-defined standards.

Andre Agassi has won every major tennis tournament in the world. By all outward standards he is a true master of the game. Yet, he admits that he hates tennis because it was not his goal to become be a superstar. Rather, he was pleasing others in his pursuit of becoming a champion.

When mastery is viewed as an inner game, one that involves the quest of your personal passion, it takes on an entirely different meaning. From this perspective, success is measured only by your own standards of excellence regardless of the criticism or praise that is bestowed upon you by others. The real reward of mastery is the self-satisfaction that comes from actualizing your own self-determined values.

Much can be gleaned about the process of mastery by observing masters at work and also by viewing their masterpieces. We were privileged to study with the Wine Country master potter, Tom Collins, when we lived in the area. It was one of the most gratifying experiences of our life. We consider the ownership of some of Tom’s pieces to be among our most cherished possessions.

Pottery is both an art form and utilitarian objects. When we serve pasta we usually serve it in a bowl that either Tom has crafted or we made under his tutelage. When not using these objects they are on display for us to enjoy as art.

Tom recently sent us this photo (above) of one of his latest works which we consider to be one of his masterpieces. We have seen dozens of his pieces. Yet, the glazing of this one in particular is, in our opinion, truly outstanding. This piece is on display at the prestigious Beatrice Woods Center of the Arts in Ojai, California.

To play the inner game of marketing luxury real estate, find a niche within your marketplace that you can pursue with passion and set your own standards of excellence. Derive satisfaction not from the praise of others, but from yourself as you incrementally become masterful at what you do. When others shower you with accolades, accept them graciously. But, consider them to be confirmations of what you already know about yourself.

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Tuesday, September 28, 2010

Luxury Real Estate Marketing: Is Your Slogan Laser Sharp or Is it Gibberish?

Have you considered billboard advertising to establish your personal brand in your luxury real estate marketing practice? In most upper tier markets this just does not work. But, then there are other markets where billboard advertising can help you achieve top-of-mind status rather quickly. We saw this work quite effectively for our client, the reigning market leader in the most highly trafficked tourist destination in California, Napa Valley.

With billboard advertising you only have seconds to create a lasting impression. The key is to get your messaging laser sharp so that it resonates with the most pressing needs of your target market.

While driving at 65 miles per hour on a Southern California freeway we noticed an outstanding billboard for a boutique bank by the name of OneWest Bank. The message was absolutely brilliant:

“Jumbo Loans without the Mumbo Jumbo”

In just six clever words OneWest Bank conveyed their entire promise of value for their luxury real estate lending services. For those of you who have not heard the expression “mumbo jumbo” it means complicated language usually intended to obscure and confuse—gibberish.

The distillation of your extraordinary promise of value into a single marketing message that conveys the essence of your brand, and how you are distinct from your competition, is vitally important in our over-communicated, time pressed world. Brevity in your messaging is your best weapon in the race for top-of-mind status and market leadership. That is the thinking behind the Language of Luxury slogan: "Get Fluent. Get Affluent!"

- WATCH VIDEOS-

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!

Bu zz-Worthy Luxury Website Design

Broker Agent Social, Proxio, Real Town, & Bigger Pockets

Wednesday, July 7, 2010

Luxury Real Estate Branding: Express Yourself!

You have certainly heard the expression, “beauty is in the eye of the beholder”. As a luxury real estate marketing professional it is important to tune into the tastes and preferences of your client when selecting properties to show them, properties that they may like. Some homes may not appeal to you personally from an aesthetic standpoint. And, that is why you need to put aside your own standards to be of maximum help to your clients.

However, when it comes to personal branding, that is the time to get personal and express yourself. Your personal brand, from an aesthetic perspective must reflect your own tastes, your core values and your own personality. Yet, you must take into consideration your target market. That is, who you intend to attract as ideal clients.

Who are your ideal clients? As it turns out, when you really think about it, your ideal clients are people who share your values. For example, if you value a lighthearted sense of humor, your ideal clients would definitely not be curmudgeon s, killjoys or wet blankets.

In our strategic branding consulting practice our job is to help luxury real estate agents and companies dial into their unique DNA (different, not alike) and also dial into their target market. Then, we find a brand signal that can be expressed as a fusion of the two.

Too many luxury real estate marketing professionals are so busy trying to please others that they disregard their own very important personal perspective. As a result they attract clients who are less than ideal. Others go to the opposite extreme and disregard their target market altogether. For example, their chosen brand identity is too formal for a relaxed vacation destination where second home buyers want to leave the formality of the city behind them.

What is amazing about this process of personal branding is that there is always a way to articulate your personal brand signal so that is harmonious with your target market without compromising your DNA or your integrity. The key is to express yourself fully and have fun in the process. Your ideal clients will have a much easier time finding you that way.

If you want to have a really fun time practicing the art of self expression go to: http://artpad.art.com/artpad/painter . We created the image above on the fly for free at this site and it was a blast. It may not be art to you. But, for us art is having fun at whatever you are doing.

- WATCH VIDEOS -

Personal Branding Case Studies Company Branding Case Studies

- JOIN THE LOL COMMUNTIY -

GET FLUENT. GET AFFLUENT!