Luxury Real Estate Marketing Tip: Mind Your Own Elephant

Seizing control of what you focus your attention upon, as a luxury real estate marketing professional, is mission critical in a challenging economy. Your personal economy is actually the result of where you place and hold your attention. Those who seek out and consistently focus on the positive opportunities of their marketplace experience an entirely different set of financial results compared to those who “rubberneck”, i.e., continuously fixate on what is going wrong.

Have you ever heard the story about a group of people who are blindfolded and asked to describe a different part of an elephant that they are touching? One reports that it is a spear (while touching the tusk). Another describes a hose (obviously touching the trunk that is spraying water). Each can say that they are touching the same animal but have entirely different experiences, and thus different realities. None are right or wrong in relationship to the others. They are just reporting their experience from their personal vantage point.

What is exciting to know about focus is that you actually have the power to choose where you place your attention. However, if you do not exercise this power the results, by default, will be detrimental to your practice. Rubbernecking is the sure way to bring your luxury real estate marketing practice to a screeching halt.

Have you ever driven in the furthest left lane of a freeway in bumper-to-bumper traffic and noticed up ahead that there were flashing lights of an ambulances and fire trucks on the opposite side of the freeway in the lane closest to you? Why did your side of the freeway come to a complete stop when the accident happened on the other side of the freeway? The people directly in front of you were rubbernecking. There was no traffic jam on your side.

If market leadership is your quest it is imperative that you practice the art of staying focused your own positive outcomes. Mind "your own elephant" and mind your own business. If you find yourself rubbernecking, be sure not reprimand yourself because that prolongs the fixation on the negative. Just do your very best to gently redirect your attention back on track. After consistent deliberate practice without self condemnation, your attention will shift. You will stop rubbernecking and start bouncing right back! We commend those of you who have achieved this important feat, those of you who have triumphed over your personal economy.

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Luxury Real Estate Marketing: Of Psychographics & Honey

Is it possible to roll back the hands of time? This is one of the most pressing questions on the minds of baby boomers who are entering their highest spending years en masse. It is the keystone of this generation’s psycho graphics or mindset. When marketing luxury real estate you can actually accelerate the sales process by speaking to this perennial need. This is done by expressing the features and benefits of the local lifestyle of your marketplace as means of rejuvenating the spirit.

To learn the vernacular of rejuvenation study how the major cosmetic companies compose their marketing messages. It seems that each of them is trying to outdo their competition by coming out with face serums, moisture creams and other ablutions that can smooth away wrinkles and erase the ravages of time. Take heed! With billions of dollars at stake, pitching these costly lotions and potions is luxury marketing at its best.

We have covered several top cosmetic companies each of whom is trying to best their competition. One company is focusing on this endeavor more so than others. After exclaiming that the answer to the fountain of youth lies in orchids the key ingredient in their age-reversal creams, Guerlain, has yet another breakthrough. Their latest anti-aging system is an oil-in-water emulsion called Abeille Royale Youth Serum. Abeille, pronounce “ah bay” means bee in French.

Based on honey, the serum is absorbed quickly, has a velvety-soft texture, helps heal skin and repairs wrinkles. Dr.Fredric Bonte, the Director of Guerlain Research, stated that this new product is made from pure Ouessant honey and royal jelly which is produced by the Black Bee. This insect is found on an island off the coast of French Brittany, a pollution and parasite free environment which ensures the highest quality.

In your luxury real estate marketing practice, learn the language that speaks to your target market. That is the language of luxury.

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Personal Branding: Think Iconic-Achieve Top-of-Mind Status

Madonna

Eva Perón

Personal branding for luxury real estate marketing professionals is much more than getting a new “look”. In the realm of market leadership it involves achieving top-of-mind status not only with potential clients but with anyone who could be a potential referral source for you. To understand the territory of the mind where brands reside it is helpful to consider the concept of “icons”.

An icon is an object of uncritical devotion by admirers. When you think of the word iconic which entertainers, politicians or companies come to mind?

In the music industry you may think of Frank Sinatra, Elvis Presley, the Beatles, the Stones and Madonna. In politics, John F. Kennedy may come to mind. In business, Disney and Apple are certainly iconic companies.

In real estate, certain buildings have become iconic such as the Chrysler Building in New York. The Taj Mahal in India, a mausoleum, is an icon for the entire country.

When Madonna performed Like a Virgin on the MTV Video Music Awards TV show it was considered an iconic performance in MTV history. Much controversy ensued but Madonna could do no wrong among her devoted fans. It was no wonder that she wanted desperately to play the role of Eva Perón in the film version of Evita. When the Beatles performed on the Ed Sullivan show in the 60’s it was iconic moment that signaled the “British Invasion” in pop music.

If market leadership is your quest, it is not necessary to become a local iconi or a living legend. But, understanding the concept of achieving top-of-mind status is essential to this pursuit.

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Luxury Real Estate Marketing: Romancing Your Marketplace

As a luxury real estate marketing professionals you can steadily increase readership of your blog by expressing your personal views about what it is like to live and play in your area, your local marketplace. Expressing your voice, your viewpoint is what will make your blog interesting and will attract your readers to do business with you. People like doing business with people like themselves. It is, therefore, important to express your personal point of view so other with the same values can identify with you. We call this “romancing your marketplace”. Here is an example.

One of our favorite attractions here in Santa Barbara County is the Carpinteria Salt Marsh Nature Park. The park encompasses 110 acres of prime ocean front land, and is reserved as a sanctuary for rare and endangered plants, birds and wildlife. It is located within a few blocks from our home. The trails of the salt marsh, that we love exploring, meander through the estuaries that lead to the beach.

Chaparral Mallow

This Sunday, as we walked to the beach, we saw a blue heron preening his feathers, a snow white egret fishing on the banks of the waterway, a couple of cottontail bunnies hopping along our trail, and a family of mallards gliding on the water. One of the paths was bordered with a riot of pinkish purple blooms on silvery bushes called chaparral mallows, which are native to the California seaside. On Saturday mornings, there are docents present for those who like guided tours.

The reason potential clients and referral sources follow your blog is because it speaks to their interests and values. The connection and often the referral happens when they find out that you love wildlife, nature walks or the environment too, not necessarily when you tell them about the latest real estate statistics.

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Personal Branding: Does It Work to Use Your Name as Your Personal Brand?

Using your own name as your personal brand name can be tricky in luxury real estate marketing. It may work well to help you sustain a “top-of-mind” position among sellers, if you already have achieved celebrity status in your marketplace. But, buyers, particularly those from out of your marketplace, cannot differentiate one agent from another, especially if your website does not stand out as unique.

To grasp the significance of how using your name as your personal brand plays out in the minds of consumers here is an example in the realm of celebrity perfumes.

Last month Harrods department store in London was the “launching pad” for Jennifer Aniston’s new perfume. The brand name of the perfume is Jennifer Aniston. It was supposed to be called Lolavie which means “laugh at life”. Now, that would have been an excellent brand name because Ms. Aniston is most famous for her role in Friends, a situation comedy on television and also for her romantic comedies on screen. But, the name was changed at the last minute because another brand would have been too easily confused with her new product. Expediency won out and the perfume now has the celebrity’s own persona brand name.

So, here is the big question for the ladies: Would you buy a perfume with another woman’s name? Elizabeth Taylor has her own perfume line. But, the main brand names are White Diamonds and Passion. Gentlemen, would you buy Lebron James cologne? Certainly, if you identify with this celebrity, a better brand name would be King James. Imagine your wife or girlfriend asking you what scent you are wearing and you answer, “LeBron James”.

If you already have an established website with your name as your domain it may be wise to keep it because starting over with a different domain name may upset your current ranking with Google. Keep the domain but create a new brand name for your blog and play up the blog brand. However, if your current website does not rank well you are better off to begin anew with a new domain name and a brand that people can easily remember.

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Luxetera, Etcetera: Celebrating Fiesta, Santa Barbara Style

The Santa Barbara Mission

Luxury real estate marketing is all about romancing your marketplace. This week in Santa Barbara is our annual Fiesta known as “Old Spanish Days”. Each community has their special events, and an opportunity for involvement. This five day event begins at the Santa Barbara Mission, the tenth California mission established by the Spanish Franciscan monks.

The original celebration began in 1924 for the purpose of commemorating and appreciating the history, customs, and traditions of the Santa Barbara cultural legacy. Through the years, it has been an opportunity to enjoy the culture of the American Indian, Spanish, Mexican, and the early Western settlers.

The Santa Barbara Fiesta draws thousands of visitors from all over the world. Performers are from various part of the United States and also from s Mexico. Historically, celebrities such as Will Rogers, Shirley Temple, Delores del Rio, William Randolph Hearst, and Charles Lindberg have participated in the festivities. Parades, food, music, and rodeos, are just some of the highlights of this exciting home town party.

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Luxury Real Estate Marketing Tip: Harness the Power of WOW in Your Marketing!

What if your closing gift could perpetually keep you “top-of-mind”, and create a buzz about you or your company for years after your clients take possession of the property? If you have clients, in your luxury real estate marketing practice, who are passionate about the environment, here is a buzz marketing idea for you.

Buzz marketing is creating a remarkable story about you or your company that others feel compelled to pass along to their friends, co-workers and family. Great buzz attracts the media who is hungry for buzz-worthy stories. Online, buzz is like a virus that spreads exponentially as others share your story with a click of their mouse (or the touch of their screen). Offline, buzz is at the core of word-of –mouth advertising. When you harness the power of WOW! you can trigger a chain reaction and unleash the driving force of buzz!

Recently, we met with Steve Cushman, the CEO of the Santa Barbara Chamber of Commerce. He offered us a glass of cold purified water from a device that looked like a typical office water cooler, but without a bottle of water on top and no direct waterline. The appliance, called DewPointe, is an atmospheric water generator that converts moisture in the air, an abundant inexhaustible resource, into as much as 8.4 gallons of filtered water per day. Now, that is a WOW!

The DewPointe appliance was a gift to the Chamber by the Chamber member in San Luis Obispo who sells the appliance. It is a gift that keeps giving. The buzz about the DewPointe in the Chamber office is a return on investment that keeps paying off.

Imagine the buzz you could create if you gave your client the DewPointe as a closing gift. Alternatively, you could attach a plaque with your company name and phone number on it and donate the appliance to a school, a service organization, to your church or temple.

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