Russian Nested Dolls In marketing luxury real estate, one of the traps that market leading agents fall into is attempting to be all things to all people. They figure, for example, that since they are the expert in selling single family homes in a particular geographic farm they certainly can ex
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06/30/2011
Courtesy of Coca Cola As a luxury real estate marketing professional, what does your personal brand stand for in the minds of your target market and how is that distinct from your closest competitor? What is your X Factor? This is a question that baffles even the most seasoned consumer brands.
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06/28/2011
Identifying and serving an underserved market niche better than anyone else can take the notion of sales out of your business equation, all together. In your luxury real estate marketing practice a niche may be a geographic area or a category of properties or a group of consumers with the same
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06/27/2011
As a luxury real estate marketing professonal, it is vital to understand the importance of contrast and texture in design. As we design brand identities and web sites, we are studying elements of design native to our locale. In this shot we loved the edges of the rocks, and how their colors tha
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06/27/2011
We woke up to a wonderful sight! Sunshine is here. We don't need to wait for the marine layer to lift. So we decided to get to the beach for a walk before everyone else wakes up! As the low tide begins uprooted kelp decorates the beach in garland patterns. The joggers, fishermen, and the dog
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06/26/2011
This photo is from the 13 acre estate we visited last week. What is notable in this section is the river of blue/green succulents that continues down the hill around the trees. It mimics a creek running down the property. It is a lovely effect, because of the contrast it creates in an area th
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06/25/2011
On July 9, 2011, Prince William (aka Duke of Cambridge) and his wife Kate Middleton (aka Duchess of Cambridge) will attend a Polo match at the Santa Barbara Polo & Racquet Club. The duchess will be presenting a trophy specially designed for the event by Tiffany's who is a perennial sponsor of
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06/24/2011
Courtesy of Apple We have identified the phenomenon of “complacency” as is one of the potential vulnerabilities of market leaders who have outdistanced their closest competitors by a considerable margin. There is tendency to coast on their momentum instead of continuously reinvest in staying s
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06/22/2011
Courtesy of Apple Customer or client loyalty is one of the aspects of marketing luxury real estate that can be measured with reasonable accuracy. We recently heard a story about an agent who thought she had the loyalty of a particular client. Then, after spending a considerable amount of time
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06/21/2011
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
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06/20/2011
