Personal & Company Branding: Super Bowl Cool

Courtesty of Mercedes Benz

A successful personal or company luxury real estate brand is the total package of precision communication that compels your target market to do business with you vs. your competition. For branding to work at this level the communication must instantly convey your extraordinary promise of value, i.e. how your service can readily satisfy your client’s most pressing needs. 

A great way to tune into branding on a grand scale is by watching Super Bowl commercials.  Some of them just try to be clever and create buzz, which misses the real point. People may talk about the ads but will the right people, the target market, actually go out and buy the products?  

Keep in mind that the same message that is spot on for your target market may not resonate with anyone else. That is why you need to know the psycho graphics (the mindset) as well as the demographic profile of your ideal client. For example, active teenagers will yawn when they see a commercial for a mobility scooter that is a lifesaver for the disabled or elderly, unless they see it as the perfect solution for a family member or friend. 

This year Mercedes Benz in on to something exciting and so is their Super Bowl commercial. Mercedes is out to attract a whole new generation of buyers—the young urban professionals who heretofore have snoozed through their commercials.  Making a huge bet at the 2013 Super Bowl, they are targeting this demographic with a very well crafted commercial for their 2014 CLA. 

Mercedes and their ad agency really understand the psycho graphics (mindset) of this target group.  First, their Super Bowl commercial shatters the perception that the MBZs are too expensive by driving home the message that the base price of the CLA is under $30K.   Then, they appeal to every male “yuppie” fantasy.  Note: If you cannot see the video below Click Here 

Suddenly, Mercedes Benz is cool, hip and affordable. That is a very powerful message to get across in a one-minute commercial. It shifts the mindset of their target market from NO-INTEREST OR CAN’T HAVE (because it is too expensive) to MUST HAVE (because it is within my reach and it can satisfy my most pressing needs!). Mercedes shifts from a brand position of “TRADITIONAL AND SOPHISTICATED” to “CURRENT, STYLISH AND TRENDY” in an instant with a new class of car. This is a major feat of extending their brand to include a wider customer base, without alienating their core customer. 

A key component of brand strategy is taking control of how you want your brand to be perceived and by whom.  It is all in the total package of precision communication.

Are you controlling how your luxury real estate brand is perceived?

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Luxury Real Estate Marketing Buzz: Three Coins in a Fountain

Spending your dollars and coins wisely so that they have maximum impact (capturing the attention of your target market) should be the mission of luxury real estate marketing professionals.  One of the best ways to do that is through buzz marketing.   Buzz marketing involves getting others to pick up the story you have created through a remarkable action that makes news.

Here is an example of buzz marketing on a global scale. The same principles apply to local luxury real estate marketing.

Fendi is an Italian designer known for its furs, leather goods and its unique “baguette” handbags.  It is one of the luxury brands owned by LVMH (Louis Vuitton, Moet Hennessey).  When Fendi “adopted” the Trevi Fountain it sparked worldwide buzz.

London’s Daily Telegraph reported, “Storied Italian fashion house Fendi has announced a four-year initiative which will see the brand fund the restoration of five of Rome’s best-known fountains, starting with the iconic Trevi Fountain…

Women’s Wear Daily got into the action by interviewing Fendi’s CEO, Pietro Beccarri, “We are proud of being tied to the city, but I believe not everyone knows, and this is a great occasion to do something for the city that hosts us.  Rome is a home of Made in Italy".

CNN International reported the same story solidifying Fendi’s catchy tagline: “Fendi for Fountains”.  What a great way to bring attention to the brand and reinforce the FF logo!

The Mayor of Rome, Gianni Alemanno, held a news conference stating, "The restoration of the Trevi Fountain, one of the most known Roman monuments in the World, shows the importance of cooperation between public and private support and how the best Roman brands, such as Fendi, are involved in bringing back the historic center of Rome to its original shine,"

The Trevi Fountain is one of the most famous monuments in the world.  Hollywood paid a tribute with several films, Roman Holiday in 1953, Three Coins in a Fountain in 1954,( the song, Three Coins in a Fountain, written by Jules Styne and Sammy Cahn won the Academy Award for Best Song), and Gidget Goes to Rome in 1963. Disney's Epcot Center has part of the fountain replicated in the Italy Pavilion.

As part of your luxury real estate marketing practice look around your community.  There are always opportunities to contribute in meaningful ways that can also generate buzz for you.

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Luxury Real Estate Marketing: Remarkable Service Cannot Be Overstated

Courtesy of Apple

As a luxury real estate marketing professional, generating word-of-mouth adverting is of paramount importance to your practice. But, for some reason people are more generous with their complaints about service than their compliments. So, when you personally receive remarkable service, go out of your way to spread the good word. You will discover that you attract more clients that will do the same for you.  Besides, it feels good to promote what you value the most. 

Recently, we decided to convert all of our computer equipment and devices to Apple products for seamless interconnectivity.  But, the idea of setting everything up, networking, scheduling back ups, syncing documents, media, calendars, contacts and email was daunting. Fortunately, within a few blocks of us was a small company who specialized in this, and they made “house calls”.

 

Within three hours our entire wish list was complete and we were ready to go to work with the latest and greatest business equipment, totally stress-free. This saved us a tremendous amount of time that would have been spent on the phone with Apple Care. 

We wanted to tell all of Santa Barbara about our new friend, Tobias.  Then, we discovered that his company is not just a local service business.  His small global company, iPower Resale Group, specializes in resale of overstock, open box, refurbished, and used Apple hardware. He can deliver 1 or 100 units as soon as same or next day to small and large firms or to consumers.  Now, we can tell the world about Tobias! 

For example if you are interested in purchasing a laptop for your college-bound kid, but you did not want to go full pop for a Mac Book Air, iPower Resale Group can ship you a new 11” Mac Book Air (the previous model) for $699 instead of $999 for the latest model. 

Remarkable service cannot be overstated in any service sector. Become someone who is willing to go out of your way to rave about great service and watch how others will discover yours!

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Luxury Real Estate Marketing Trend: Leasing Luxury Equals Liquidity

Luxury Real Estate Marketing Trends- 2013 – Part 2

Here is a surprising luxury real estate marketing trend that the Wall Street Journal recently reported: Many high net worth individuals who can afford to buy are leasing luxury homes instead!

According to the WSJ, “The rise of the trophy rental comes as many Americans continue to abandon ownership in the wake of the country’s housing crisis and credit crunch.  The US homeownership rate was 65.3% in the third quarter of 2012, its lowest rate since 1996, according to the Census Bureau.  In the midst of the housing boom, in 2003, the homeownership rate reached 69.4%.”

Why are people willing to pay top dollar to lease a trophy property (in NY $35,000 per month or in LA $45,000 per month)? Renting offers the flexibility to change your mind about what neighborhood you want to live in.  Apparently, the sentiment is that your primary residence does not need necessarily need to be an investment. 

Some of these trendsetters do not want to tie up their money in colossal down payment. They would rather invest in the financial markets or in their own business.  Others want to maintain liquidity.

Recently, we were talking to a real estate company who specializes in relocating professional athletes.  The athletes’ financial managers are advising them to lease rather than buy in the new city they are playing in, even if they have long -term contracts in that city.

Some investors are purchasing luxury properties for the purpose of renting as an investment.  The growth in the rental market has made this an attractive real estate investment.

Stay tuned for our next luxury real estate trend.  Here is a clue, "dead tree marketing"!

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Luxury Real Estate Marketing Trend: The Luxury Effect of Targeted Snail Mail

It is important for anyone involved in the Luxury Real Estate Marketing game to stay abreast of the trends.  In this series, we will be discussing the marketing trends that are leading the way in the business of luxury marketing and luxury real estate marketing.   One of the continuing trends we have been observing is the strong and effective return on investment of targeted snail mail.

With the advent of e-mail, the ease of jotting a quick note, and the no cost aspect, we are all being bombarded by email.  As a result many of these emails are getting lost and go unread or are relegated to junk/spam mail. 

What continues to work in the luxury industry is targeted snail mail campaigns for luxury auto makers and other purveyors of luxury goods and services. In order to bolster sales, Audi and BMW sent out beautiful oversized postcards and brochures to people who own other luxury autos to encourage switching brands by coming in for a test drive.   Tiffany and Cartier sent personal letters signed by the store managers to their target market.   Both of these campaigns resulted in new customers in the door as well as sales. 

In luxury real estate marketing, many of our clients regularly send oversized postcards to communities/streets with luxury homes.  The cards are beautifully designed with compelling images that are worth a second look.  Some homeowners were so impressed that they had them on their refrigerators, and others put them in their purses to show friends over lunch.

The response has been great.  The homeowners have called our clients to discuss selling their homes, and/or buying a new one. In some cases, homeowners have passed the card to a friend looking to buy a home in the area.  A personally written hand-written note on beautiful stationary thanking the homeowner for taking the time to hear their listing presentation has clinched the listing for many of our clients.

Targeted snail mail will increase the probability of getting a luxury real estate listing as it speaks volumes.  It says that you understand the language of luxury by taking time to write a note personally and treating people luxuriously.  What a great way to stand out !

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Personal & Company Branding: Are You Listening with Big Ears?

In order to engender brand loyalty and generate a continuous flow of referrals you must find ways to listen to and interact with your target market. If you listen with “big ears” you will come to know your target market very well and you will be able to serve them better than your competition does.  Here is an example of how a LA radio station has built a loyal audience over 27 years by listening with big ears.

What is the first radio station that comes to your mind in your marketplace? For us, it is 94.7 THE WAVE.  Their brand category is smooth, adult, contemporary music. Broadcast from, Los Angeles, it reaches us here in Santa Barbara.  Some of the artists you hear on The WAVE are George Benson, Adele, Sade, John Legend, Beyonce, Kenny G, Simply Red, Vanessa Williams, Dave Koz, Santana, Anita Baker, Boney James, Luther Vandross, Chaka Khan, Sting, David Sanborn, Seal, Norman Brown, Mariah Carey and many others.

This station really has its branding act together! They call the station the “smoothest place on the dial”. And, they know their target market very well indeed.  Each Sunday, the station broadcasts live from two restaurants in the area.  Fans can meet the crew and each other while enjoying Sunday brunch during the broadcast.  They also produce major concerts featuring the artists that they play on the air.

These live events allow the station to listen to and interact with their target market and that encourages brand loyalty.  We have been listing to THE WAVE since they first launched in 1986 and missed them when we lived in Napa.

Organizing events that are not entirely focused on marketing luxury real estate and then inviting your sphere of influence can give you the opportunity to interact with and really listen to your target market.  For example, host a wine tasting at your office and feature a local winery or purveyor of wines.

How can you listen and interact more with your own target market?

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Luxury Real Estate Marketing: Telling the Story Wordlessly

Marketing luxury real estate is just as much an art as it is a skill.  In this article series, we will cover the key principles of the art of photographing luxury real estate.

In Part 1, we talked about using a “wow” photo as the lead photo.  We also emphasized that the lead photo should tell the entire “story” about the property as well as the lifestyle.  The photos should tell the story wordlessly, and lets the viewer imagine himself/herself in the home.

The photos we are featuring is of an exquisite Spanish Villa estate in the “American Riviera®” in Santa Barbara.  Casa della Riviera is located at 1105 Las Alturas Road is listed for $3,295,000 by our client, Chris Palme.  The lead photo tells the whole story of the Santa Barbara Riviera’s Estate District. 

This section of the Riviera overlooks the Pacific Ocean and Downtown Santa Barbara.  The picture taken at Sunset has the shadow of a palm tree reflected on the home emphasizing the temperate climate.  The adjoining deck with fire pit and hot tub brings to mind a serene moment of unwinding after a day’s work with a glass of wine while feasting your eyes on the view and warming your body by the fire pit. In this one picture the lifestyle of Santa Barbara is expressed. 

Chris and his photographer, Tom Ploch, have included several close ups of the deck to emphasize the serenity and the lifestyle.  Tom’s photography is exemplary, especially his superb sense of lighting.

Take the time to peruse the slide show on the site.  Notice the balance of interior and exterior photos. Each picture tells the story of what it would be like to live there—waking up to an ocean view, having a cup of coffee on the terrace/balcony, gazing at the sunset, etc.   It is easy to fall in love with this property without words or conversation.  All one has to do is pick up the phone or jot an email to Chris and schedule a showing.

In Part 3 of this series, we will take you to Aspen, Colorado, where  snow sports are part of the lifestyle.