luxury real estate marketing tips: How To Best Your Competition - 03/19/15 10:18 AM

A recent report by the Luxury Institute reported that 75 percent of wealthy customers across every generation (boomer, generation X and millennial) expect superior customer service from salespeople. How do they define superior service? 
In the report, knowledge, professionalism, and politeness were cited as the top qualities.  The millennial generation in particular expects sales professionals to know more than they do, since they are known to do their research prior to buying.  
There are some important implications here for luxury real estate marketing. For example, in terms of knowledge, one of the things you need to … (24 comments)

luxury real estate marketing tips: Luxury Real Estate Marketing Tip: “Pizza with a Purpose!” - 08/14/14 08:57 AM

One of the aspects of marketing is making yourself well known and well thought of in your community.  Here is an example that we feel could be applied to the real estate industry.
 We received a postcard titled “Pizza with a Purpose” which caught our attention (.03 seconds).  The Animal Shelter Association Program sent it to us.  The “FUNdraiser" is a co-marketing effort with California Pizza Kitchen. 
On Tuesday,August 19th between the hours of 11:00am-10:00pm, 20% of the check will be donated to the Animal Shelter Association Program.

 Every savvy real estate marketing professional has a sphere of … (20 comments)

luxury real estate marketing tips: Luxury Real Estate Branding: The Power of Color in .03 Seconds! - 08/12/14 10:51 AM

When you are refining your luxury real estate branding and marketing package, it is important to focus on the power of color.  The response to color is often subliminal. The eyes see color in .03 seconds equivalent to the blinking of an eyelash.  In that brief moment, colors have to convey the message of the brand which helps create interest and eventually the sale.  This makes it worth the time for a second look.
Yesterday, we were cruising the aisles of luxury stores and looking at different products, and their packaging for inspiration.  We apply the .03 seconds principle … (25 comments)

luxury real estate marketing tips: Luxury Landscaping with Drought Resistant Plants! - 08/11/14 04:23 PM

We took off late morning to go look at various luxury brands and study what is working and what is new out in the universe.  As we were walking through the luxury sector in this shopping center, we noticed a wonderful way of xeriscaping.  Xeriscaping is defined "as landscaping that reduces and eliminate the need of supplemental water." (Wikipedia).

Drought resistant succulents were planted in two different and a mound of blue recycled glass gave the illusion of water.  The second photo uses large boulders as part of the background and taller plants.  
We found it this charming, attractive and water … (21 comments)

luxury real estate marketing tips: 3 Ways to Sharpen Your Strategic Thinking Part 1: Or Sex on the Beach! - 07/29/14 11:59 AM

If you are going to respond pro-actively to the ever-changing world we live in, it is important that you sharpen your strategic thinking.   This will help you to outthink your competition.
Take time to reexamine your opinions.  Challenge your own premises, and be open enough to admit you may be wrong.  For instance, many real estate marketing professionals are quick to tell you that print advertising is a colossal waste of money.
In our research and experience we have found that in some luxury markets, print ads are a strong source of leads for many brokers and agents.  … (46 comments)

luxury real estate marketing tips: Real Estate News: Zillow is buying Trulia for $3.5 Billion Dollars - 07/28/14 08:35 AM
According to CNBC, Zillow's deal to buy Trulia is set, and this deal will close next year.  This deal is in stock, not cash. "Trulia shareholders will get 0.444 shares of Zillow for each Trulia Share".
On the news Trulia stock rose to $62 a share up from May's low of $30. Interestingly enough both CEO's sold stock "going into merger news".To read more and hear the analysts discuss the deal, here is the link.  
And the beat goes on, what is next?  Will acquire next? They are #3 in this game.  If we owned Trulia stock, we would … (17 comments)

luxury real estate marketing tips: Saturday Smiles: All Stars in Alignment in Santa Barbara! - 07/26/14 11:54 AM

We absolutely cherish those moments when all stars are in alignment.  This perfectly describes our morning!  We headed out to the Santa Barbara Farmers Market, as usual and loaded up on tomatoes and other vegetables.  Corn has to be the quintessential summer treat!   And check out these beautiful Italian sweet peppers!

Then we drove up to Gelson's (one of our favorite markets), for various items.  We needed to coordinate a transaction with our bank next door and our partner in Florida.  Ron started the process and called our partner to coordinate a time for Monday.  
It just … (7 comments)

luxury real estate marketing tips: Friday Fun: The Joy of Personal Accomplishment! - 07/25/14 10:48 AM

As we were walking back from the other side of the channel, we saw and heard a teenage girl yelling, "I did it, I stood up!"Her face was radiant!  We joined her parents in congratulating her, and stood with other parents who were busy taking photos of their child's achievement.  
Success is so much fun to watch, and realizing one's success is a personal victory that strenghtens us and give us the impetus to reach for more.
Wishing you all continued success and a great weekend!
Written by Ron & Alexandra Seigel-
ABOUT:  Napa Consultants, International is the leader … (19 comments)

luxury real estate marketing tips: Luxury Real Estate Branding: Communicating with Colors - 07/24/14 12:28 PM

There is an entire psychology of color that goes into crafting luxury brands.  This applies to personal and company brands. Certain colors and color combination evoke strong emotions and are also associated with certain things in the minds of your target market.  It is important to become aware of what you are communicating with your brand colors. 
When you think of the color combination, Green and Red, what is the first thing that comes to mind?  If you are like most people Christmas immediately is associated with this color duo.  As a result, you rarely will see this combination used … (15 comments)

luxury real estate marketing tips: Santa Barbara Lifestyle:Getting Better than Ever! - 07/18/14 02:06 PM

After a sumptuous lunch downtown Santa Barbara, we noticed a sign that the Public Market was open.  This was a project that began in 2012 and finally opened this spring, unbeknownst to us, given our travel schedule.
It is basically a warehouse, with various vendor and eateries, including organic ice cream, butcher,sausage mager baker, sea food purveyor,cheese monger, wine and beer tasting room, organic Green's coffee, chocolate maker, fresh pasta maker, and the Forager's market (who carry Rustic Bakery chocolate shortbread cookies).  The energy was lively and fun.  All these vendors have stainless steel counters and stools, where you can sit … (14 comments)

luxury real estate marketing tips: Friday Fun: Staghorn Fern at LotusLand or Bobcat Nest? - 07/18/14 08:25 AM

This magnificent staghorn fern specimen is a photo taken at the fern garden in Lotusland in Santa Barbara.  Our docent told us that one of the gardeners was about to clean the center, when a bobcat jumped out.  These ferns make great nests for birds and bobcats in this instance.  Birds, beware, this may be bobcat territory!  Happy Friday!
Written by Ron & Alexandra Seigel-
ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company … (11 comments)

luxury real estate marketing tips: A Luxurious Morning: Lotus Blooming in Santa Barbara's Lotusland! - 07/16/14 02:12 PM

Time out, unplugged this morning was planned by reserving a docent tour at Lotusland in Santa Barbara.  Lotusland in Santa Barbara is the legacy of Madame Ganna Walska.  She was a Polish opera singer who bought a 37 acre parcel with a lovely Italian inspired villa and an adjacent 2 bedroom home in Santa Barbara in 1940 for $40,000.  What a deal!

We were told by our neighbor to visit while the lotus were blooming.  Don't let the name fool you, there is so much more than lotus.  25 acres are planted with 18 types of gardens,  In our lives … (15 comments)

luxury real estate marketing tips: Real Estate Branding: Premium Is The Added Value That Defines Luxury - 07/15/14 10:55 AM

Borderfree is another nomination for the LOL Luxury Brand of the Year because it helps us to define the essence of a luxury in a unique way.  Borderfree helps USA retailers potentially reach 2 billion foreign consumers by managing retail logistics including customs, shipping and returns hassle-free for retailers and consumers. According to Borderfree, “50% of consumers say they will pay more for a better customer experience”.  And, that PREMIUM (Added Value) is what makes it a luxury brand.
When a foreign consumer shops on the websites of participating retailers, the site is translated into 60 languages and currencies.  … (12 comments)

luxury real estate marketing tips: Crowd Funding in Real Estate Investing: A New Trend in Lending $$$! - 07/14/14 02:19 PM

A recent social phenomenon is crowd funding.  It was originally developed to help small businesses that could not get loans in the conventional way.  Recently this method has expanded to real estate at large.   It facilitates raising money for real estate developers’ looking to finance a new project, small investors to begin investing in real estate, helping consumers buy homes, and those who want to help save farmlands and small farmers in their communities. 
Here is a list of those companies involved.  Keep in mind that some are in beta state, and this is a new form of lending money.  … (21 comments)

luxury real estate marketing tips: Wordless Wednesday: Tuesday, At The Sonoma Farmers Market! - 07/09/14 08:23 AM

Our travels this week took us to Sonoma to start with a new client.  It just so happens, there was a Farmers Market in the famous square. Every Tuesday evening, they have an extravaganza which includes all types of  food cooked to order:  pizzas made in stone ovens, oysters barbecued, etc.  You can have dinner on the lovely lawn with live music, and drink wine. What a display they had! 
Happy Wednesday, everybody!
Cheers Ron & Alexandra!
Written by Ron & Alexandra Seigel-
ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work … (19 comments)

luxury real estate marketing tips: Luxury Real Estate Trends: The Warm & Fuzzy Side of Luxury - 07/08/14 08:55 AM

As we continue to review the trends discussed in the luxury arena, we are noticing that the same theme is repeated over and over again: take the best care of your customers! This is definitely what defines success today.  It is the warm and fuzzy side of luxury that applies to all industries that involve human interaction. 
In an address at the Welcome Conference for the hospitality industry, the Canils brothers (Seattle Restaurant owners) explained their views on what hospitality means, “It isn’t about transactions, it’s about relationships!”  Gabriel Stulman owns six restaurants in Manhattan, “where the wait staff including … (18 comments)

luxury real estate marketing tips: Monday, Monday! Beagles, Waves, and Earth Music! - 07/07/14 09:05 AM

We both woke up early to a lovely sunny day, and headed off for a walk on the beach to review and plan our upcoming week.  Afterwards, we are refreshed and eager to begin all the new adventures that come our way.
Along the way, there are fun moments that make our spirits soar, such as this Beagle Duo, who are there every morning.  After their walk with their two legged friends, they relax in style by watching their owners play ping pong.
Spending time outside basking in nature is what keep us sane, and reminds us that so … (15 comments)

luxury real estate marketing tips: The Triumph of Substance Over Hype - Part 3 - 07/01/14 07:24 AM

This year the NBA Champions, the San Antonio Spurs, made basketball history by beating the Heat in 4 of the 5 games with a margin of 15 or more points. Essentially, The Spurs’ winning formula is unselfishly and continuously passing the ball until it reaches the player who can take the great vs. the good shot. This methodology requires ALL players to trust ALL teammates completely and also resist the temptation (especially for the marquee players) to take over the game and be THE HERO. 
In our opinion, this was a triumph of substance (Spurs) over hype (Heat) where … (13 comments)

luxury real estate marketing tips: Luxury Real Estate Brand Strategy: No Sour Grapes! - 06/30/14 09:26 AM

It seems to be human nature as Aesop's fable clearly illustrates in The Fox and The Grapes to get into the sour grape mindset.  So often we hear when someone does not get a listing, a barrage of criticism for the agent who did get the listing, for the seller who gave it to them, or for the house itself.  Like the fox  who was unable to reach the grapes, we stick our nose in the air, and say, those grapes are sour!
Would it not be wonderful if we could act with wisdom and kindness by congratulating that agent, and … (17 comments)

luxury real estate marketing tips: Saturday Smiles: Getting in Gear with Your Inner Beet! - 06/28/14 11:23 AM

We have transcended June gloom this past week, and the weather is perfect for summer!  The beach is full of locals and tourists, as was the Saturday Farmers Market.  We loved the look of the gear squash, and we always wonder if early man or woman was inspired to create gears based on these.

These beets are beautiful.  It definitely was a surprise on the inside, as our inner selves often are...beautiful and a testament to nature's creativity. 
Happy Saturday, Cheers, Ron & Alexandra
 Written by Ron & Alexandra Seigel-
ABOUT:  Napa Consultants, International is the leader in brand … (17 comments)

Ron & Alexandra Seigel, Luxury Real Estate Marketing ( Rainmaker large

Ron & Alexandra Seigel

Luxury Real Estate Marketing

Carpinteria, CA

More about me…


Office: (805) 684-8180

Email Me

GET FLUENT. GET AFFLUENT! (TM) Luxury real estate marketing is a high stakes game. We invite you to join our forum where we will discuss leading-edge luxury real estate marketing strategies that can give you a competitive edge and help you gain access to the wealth of the world.




RSS 2.0 Feed for this blog