Friday 27 April 2012

What Message Are You Sending?

One of the key components of strategic branding and marketing, when marketing luxury real estate is thoroughly knowing the mindset of your target market and speaking to them in their language. That is what is known in marketing terms as messaging. When you can communicate your extraordinary promise of value succinctly, i.e., with an economy of words and graphics, and you can do so on an emotional level, with passion, your chances of success increase exponentially The client should feel as if what they get from you isn’t just a product; rather the ability to do more of what they love, for as long as they want. That’s should be your promise. The message you send forth should be one that lures and captures your client keeping them for a lifetime!!

Thursday 5 April 2012

Company Branding Start With Trust

Developing a personal or company brand for luxury real estate marketing professionals involves the same branding process that is required by any major corporation. The fundamentals are the same whether you are targeting the upper demographic or Middle America, whether you offer a product or a service, locally, regionally or globally. The primary goal of branding or rebranding is regaining, obtaining and retaining trust.


Here is an overview of the branding process:

1.Take the time to understand the most pressing needs of your customers or clients in the context of your capacity to fill that need.
2.Tune in to your own “DNA” and determine precisely what your unique promise of value is or can be in that context.
3.Distill that promise of value into a compelling marketing message that can be expressed in just a few words.
4.Craft a symbol (logo/brand identity) that further accelerates the speed of communication of that promise of value and also the speed of trust
5.Align all of your marketing efforts (from the first contact with your client to the follow up after the sale) in such a way that you consistently communicate this singular message

Wednesday 4 April 2012

Be Above Average!

As a luxury real estate marketing professional, you know that referrals are the best way to ensure the success of your business. The number of referrals you get are indicative of the service you give, and the success you will continue to have. When you give your clients something remarkable to talk about, they will go out of their way to refer you. Go above and beyond to provide excellent service!

Monday 2 April 2012

Know How Your Clients' Minds Work!

Understanding the mindset of your high net worth clients is a high priority when you are marketing luxury real estate. The ability to temporarily step out of your own mode of thinking and see the world through they eyes is one of the keys to becoming a market leader. It is essential to maintaining any great relationship.

People take different routes to arrive at the same place. They solve problems from different angles. They see the world through different paradigms or frameworks of thought. Your ability to see their way and demonstrate that you can solve problems using their methodology can go a long way in gaining their trust. You do not have to abandon your own preferences in the process. Most people just want to be understood.

Here is an example of how it works. Remember word problems in math? Some of you might cringe at at the thought. But, try this one for fun.

If you have 8 balls of yarn and it takes 2/3 of a ball to make a scarf, how many scarves can you make with this much yarn?

Using typical mathematic methodology this can be accomplished by dividing 8 by 2/3, which is the same as multiplying 8 by3/2 (inverting the fraction 2/3 to 3/2 and multiplying), 8/1 x3/2 =24/2 or 12 scarves.

Someone else might that I can get at least 8 scarves out of this because it does not take a whole ball to knit one. That would leave a 1/3 ball from each of those 8 scarves, and I need 2 of those remaining 1/3 balls to make another one. Since I have 8 (1/3 balls left, I need 2 of those for each additional scarf. I can divide 8 by 2 and get 4 more scarves for a total of 12 scarves.

Both approaches get you to the same place. Which method is right? Which method is best? Is there only one way to get there? Perhaps you prefer one method over the other. But if you can understand how others think and are willing to demonstrate that you understand their approach, you will find that they are suddenly more receptive to understanding your way, too.
This can translate into more listings and more closed transactions.