Do you know where the bones are buried?

If you want to be top of mind in your luxury real estate marketplace, you have to be the most knowledgeable agent in your area.   As we used to tell our clients, when asked why they should work with us and sign an exclusive representation, “we know where the bones are buried.” 

This meant that we knew how to find buildings that could be sold that had not been listed, because we had relationships within our marketplace.  These owners would happily sign a one party exclusive.
Not long ago, we met with a local agent who wanted us to see a magnificent estate that was on the market.  What impressed us most about the agent is her encyclopedic knowledge of her marketplace. 
We mentioned to her that prior to moving North from Los Angeles, we had put in an offer on a house on one of the streets nearby.  With our brief description from 10 years ago, she knew the house and gave us the history of it.  She knew the improvements that were done to it, and who owned it now.

This past week in Boston, we met an agent who specializes in one of the up and coming brownstone neighborhoods.  He was giving us a walking tour of the area.  What was impressive about him is that he knew the history of each building.  He knew what was being remodeled in the area. 

He knew every park and the improvements that were made.  He knew the people that lived there.  He could tell us the psychographics and demographics of the buyers.  He knew every retailer on the street.  He showed us the new dog park, and knew the people and their dogs. 

Later on, we went to lunch at one of his favorite restaurants, where everyone knew his name and were delighted to see him.  We even walked in to a competitor’s real estate office and everyone there was happy to see him!

Do you know where the bones are buried in your neighborhood?

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.

 

Brand Loyalty: Jaw-Dropping Service Makes The Difference!

As an independent luxury real estate marketing firm, who wants to compete against the big brand real estate franchises, you can have a distinct advantage by providing   “jaw-dropping service. It may cause potential clients to switch brand loyalty in your favor.

Recently, we visited our local independent pet store, instead of heading out to the national chain store in downtown Santa Barbara. They have only three locations in our area.

A young man cheerfully greeted us and was genuinely eager to find out how he could help us.  When we told him that cat food was our query he walked us over to that department and proceeded to go through every dry and wet food brand that they carry, explaining the pros and cons of each for our particular needs.  He knew the content of every product by heart, which thoroughly impressed us. 

Their cat food brands are not available at the national chain store or at supermarkets. We purchased two of each flavor of one brand for our two cats. The prices were the same as our typical choices at the national chain store.

After this gentleman explained the difference in each of their cat litter offerings, we decided to purchase a very large and heavy bag that he offered to carry to our car. He told us that this was what they do at their store unless we wanted him to divide it into smaller bags as a courtesy. Our jaws dropped!

What a difference in service between the local independent and the national chain store with 1000 locations!  Our cats love every one of the food items we purchased.  This actually represents a savings because it was always hit and miss with our finicky cats, which meant quite a bit of waste.

We started to contemplate defecting to the local independent store even thought we liked the convenient location of the chain store (next door to our most frequented market).  Then, came the clincher that overcame our switching barrier.

Ron wanted to return a defective cat toy purchased from the chain store. The checkout clerk, who knows us very well, refused to give him a full value credit ($3.99) because he did not have a receipt. He was offered a gift card for 70 cents, which is the current sales price of similar (defective) items.

An appeal to the store manager, who also knows us very well as frequent customers, was also fruitless.  He felt like he was talking with robots who were not allowed to override a policy to make important entrepreneurial customer retention decisions.

End of brand loyalty!  For about 3 dollars, they lost hundreds of dollars of business per year from us. Jaw-dropping service caused us to jump ship! 

How can you incorporate jaw-dropping service in your luxury real estate practice?

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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Luxury Real Estate Marketing: Learn a Competitive New Skill in 2014!

Staying at the top of your game is key in the New Year. It is essential if you want to gain or sustain market leadership. If you do not continue to grow in knowledge and skillset each year, you can count on the fact that your competition will.  So, it's time to turn over a new leaf and learn a competitve new skill in 2014!

Recently, Sal Kahn of Kahn Academy (the online video learning center that is totally transforming education) sent me (Ron here) this email invitation: 

“In the last week over 15 million people tried out [computer] coding for the first time as part of the 'Hour of Code' - would you like to join them? At the end of your hour, you'll have coded your very own greeting card to send to someone this holiday season” 

It was really easy and fun. You can do it too! Just click on the link above the video below.  The “card” below is what I coded for Alexandra.  

In the video below, you will see how many celebrities, including Bill Gates, and Mark Zuckerberg, have joined in to help Code.org spread this important message:  The digital future depends on more people learning computer coding! 

Staying at the top of your game is key in the New Year. It is essential if you want to gain or sustain market leadership. If you do not continue to grow in knowledge and skillset each year, you can count on the fact that your competition will.  So, it's time to turn over a new leaf and learn a competitive new skill in 2014!

Recently, Sal Kahn of Kahn Academy (the online video learning center that is totally transforming education) sent me (Ron here) this email invitation: 

“In the last week over 15 million people tried out [computer] coding for the first time as part of the 'Hour of Code' - would you like to join them? At the end of your hour, you'll have coded your very own greeting card to send to someone this holiday season” 

It was really easy and fun. You can do it too! Just click on the link above the video below.  The “card” below is what I coded for Alexandra.  

In the video below, you will see how many celebrities, including Bill Gates, and Mark Zuckerberg, have joined in to help Code.org spread this important message:  The digital future depends on more people learning computer coding! 

Anybody can learn to code: A 60 second video from Code.org on how anybody can learn to code

Anybody can learn to code: A 60 second video from Code.org on how anybody can learn to code

Whereas, I have no intention of becoming a computer programmer, the mental exercise was exhilarating. My appreciation for our web developers that we work with in personal and company branding has grown significantly. 

Think of how many kids and adults can be inspired by experiencing their initial success at a new skill.  Even Gates and Zuckerberg had to learn to write their first line of code at the beginning of their stellar careers. 

So, shake things up in your world. Try something new, turn over a new leaf!. What important new skill will you learn in 2014 to expand your luxury real estate marketing practice and stay on top of your game?

Written by Ron & Alexandra Seigel-

-WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites  

Personal Branding Case Studies   Company Branding Case Studies  

About Language of Luxury 

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

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Follow Us on Twitter: LuxuryMarketing

Luxury Real Estate Tip: Fake it till You Make it? Not in Real Estate!

Not long ago someone sent us a link to a video, where a well-known speaker (a real estate broker) emphatically stated that all real estate is alike.  As long as you know the basics, i.e., farming and writing an offer, you can be tops in any of the different categories of real estate. 

This individual went on to say that all you need to be known as a Luxury Real Estate agent or a Commercial Real Estate agent is to print a card with your name and contact information.  Just put Commercial or Luxury Real Estate Agent under your name, and get on the phone, because those agents who pretend to specialize in those arenas do not farm.

When we were managing a real estate office in Napa on behalf of a client, someone inquired about buying a vineyard.  One of the agents said, I drink wine: therefore, I can take that lead!  Really?  What do you know about vineyards?  Have you sold one?  What are the permits, city restrictions, water rights involved in creating a new vineyard?  How many plants can be in a row?  Is it better to start a new vineyard, or buy an existing vineyard because one can add value if the vineyard was planted in the 60’s.  Which area of Napa is better suited for Cabernet Sauvignon, or Chardonnay? 

Here is another example.  I work in a commercial building, and I can sell commercial real estate.  Really?  How do you compute an IRR (Internal Rate of Return)?  Do you know what an Estoppel Certificate is?  What is the Cap Rate of that building?  Is the building up to handicap/earthquake codes?

I eat at restaurants: therefore I can lease and sell restaurants.  Really?  What are the handicap rules for the turning radius for a wheelchair in the bar area?  What is the size of the gas line? What are the fire restrictions, and does it have the required parking ratio?  Can you get a liquor license?

I own a Louis Vuitton purse: therefore I can sell luxury homes.  Really?  Can you tell the difference between mahogany floors and dark walnut ones?  Have you ever seen Purple Heart wood?  Do you know where the umbrella can be found in a Rolls Royce? Do you know the value of seamless glass for sliding glass doors? Have you heard of a La Cornue stove or an Aga stove, pictured above?

Passing the real estate agent/broker exam is a baby step in becoming a real estate expert in any field of real estate.    In these areas of specialization, clients often know more than you do, and they will see right through your arrogance.  The French have two applicable sayings:  “You cannot jump higher than your derriere!”. The second one is:“There is nothing worse than the arrogance of ignorance!”

Written by Ron & Alexandra Seigel-