Luxury Real Estate Marketing Tips: 3 Ways to Prepare for a Market Upswing

Courtesy of Wikipedia /Public Domain Limpet from Cyprus

As the luxury real estate market recovers in your area you will notice that more new agents are diving back into marketing luxury real estate.  That means competition is heating up. Now is the time to prepare in order to out-think your competitors.

The median sales price for homes in San Francisco jumped 16% in 2013, according to the San Francisco Association of Realtors.  This is primary due to a stronger demand among the “Technorati” who want to live in the city and are content to commute to nearby by Silicon Valley.

Whereas, your area may not be rebounding as fast as San Francisco, you must be prepared to protect your turf.  To do so, think more like a limpet!

The limpet is a sea snail with a conical shell.  The limpet attaches itself to hard surfaces in the ocean. They feed on the algae in the waters and what makes them unique and interesting is that they maintain a garden, which surrounds their home base. When another creature dares to graze in their garden, they push them off by ramming them with their shell, so that their garden can continue to thrive.

California Limpet

For luxury real estate marketing professionals, limpet thinking means keep your garden in order and watch out for interlopers.  Here are three ways to prepare for a market upswing:

Refresh your personal or company brand

Create a new full featured luxury real estate website or update your current one

Stay in close communication with your sphere of influence on a regular basis

So, think like a limpet, and protect your garden in 2014!

Written by Ron & Alexandra Seigel-

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Luxury Real Estate Marketing Tip: The Courage of Kindness

“Kindness is the language which the deaf can hear and the blind can see” Mark Twain

Whenever we are asked to define what it takes to be a great luxury real estate marketing professional, our answer is: “Cultivate the courage of kindness”.  Kindness (and a good sense of humor, of course), is the ultimate luxury.

Courage is defined in the dictionary as: “The state or quality of mind or spirit that enables one to face danger, fear, or vicissitudes with self-possession, confidence, and resolution; bravery.”  Kindness is defined as: “the quality of being friendly, generous, and considerate.”

It takes courage not to react when someone is disagreeable, or to automatically assess someone as being less than you, incompetent or one of “those” people.  Our minds are constantly labeling and pigeonholing people and situations into categories.

For instance, while driving. someone honks at you or tries to cut you off. It is natural to react by honking back and letting out a stream of expletives, etc. 

How can you stop your mind from doing that?  Perhaps, you could entertain the thought that the reason they are going crazy is that they may be having the worst day of their life.  It does take courage to for you to let them pass you, instead.

Here is an example of the courage of kindness in luxury real estate.

One of our clients sold a lovely estate to a couple.  The couple was very happy.  Several months later our client received a call from the wife saying the house was haunted! The ghost was telling her, in the middle of the night, “Get out of my house, or else!”  She wanted our client to put the house on the market, immediately. Her husband did not want to sell; nor did he hear the ghost.  

Our client knew that selling the home would be a colossal mistake.  Instead of trying to talk her out of the sale, she came up with a brilliant solution.   Knowing the wife was a devout Catholic she sought the help of the local priest. With the client’s permission, the priest came over to bless the house.  After he did that, the ghost disappeared. 

This instance of courageous kindness developed its own momentum.  Our client regularly gets referrals from the couple, as well as from the priest, even though she is not a member of his church.

Taking a moment to practice kindness by overriding the mind’s automatic evaluations, takes courage.  In the long run if we all did that we would be better people for it. We would also become outstanding luxury real estate marketing professionals.

“There is no need for temples, no need for complicated philosophies.  My brain and my heart are my temples; my philosophy is kindness.” Dalai Lama

Written by Ron & Alexandra Seigel-

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Luxury Real Estate Marketing Tip: English vs. “Googlish”

Recently, we saw an article by a Forbes magazine writer titled, Is Blogging Dead?” and that got us thinking about how that question might apply to luxury real estate marketing.  Blogging has been around for some time now.  Has it already become passé?  We think blogging is alive and well providing you are blogging in English vs. “Googlish”. 

Blogging isn’t going anywhere any time soon because good journalism is and always will be an integral part of our human experience.  As long as people seek the opinion of experts in a given field and the Internet can instantly connect you to opinion leaders blogging in some form or another will always be relevant. 

The real question for you is: Do you know who your target market is, precisely? Is your target comprised of humans or robots? Are you speaking to your audience in their language? Are you provided compelling original content that is newsworthy, buzz-worthy and follow-worthy? Or, are you cramming a bunch of empty keyword phrases together that are repeated far too many times in order to court the Google robots?  If the latter is the case you must be blogging in “Googlish” not English. 

Sure, there are excellent benefits from being recognized by Google as an authority.  But, your page ranking will reflect that naturally. Google wants to match up the experts with those who seek their advice. They can sell more ads if they do this well. 

Advertisers are looking for eyeballs that are seeking quality content. You may have heard the expression, “Content is King”.  We say, ORIGINAL content is still king” because that is what builds an audience and raving fans.  But, if your heart in not in your blog you are engaged in an activity that is a colossal waste of time, time that could be spent much more productively, like actually meeting new people who could become new referral sources for you.

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