Luxury Real Estate Marketing: The Five Principles of Successful Branding and Marketing

By
Services for Real Estate Pros with ra@napaconsultants.com

 

Ride the Wave

Last year Apple rolled out the iPad, an entirely new computer category, and they created a tidal wave of change in many industries.  We have been following this story closely because it speaks volumes about the principles of successful branding and marketing that can be applied to your luxury real estate marketing practice.   Here is a summary of these principles:

1. Spot the Trends:  Prior to the iPad a couple of companies came out with tablet computers. But, none were successful.  Apple saw two important trends emerge in other categories of consumer electronics:  The “net book” (small laptops) and e-book readers (Kindle, Nook) were taking off in popularity.  The principle--Spot the trends, ride the waves

2.  Be the First in a New Category: Apple asked itself this key question, “What could it do better than anyone else in the world in this field?”  Their answer:  Touch screens, apps and awesome user graphic interfaces!  By incorporating these wildly successful features of their iPhone to the tablet computer, and “hitching their wagon” to the net book/e-book reader trends, they defined a “must have” new computer category.  The principle--Be the first in new category. It is the surest way to become the dominant player, a.k.a., the “category killer”.

3.  Capitalize on Your Unfair  Competitive Advantage: Apple’s other highly competitive advantage was their vast customer base from iTunes. It did not take much heavy lifting to include the purchase of apps in their iTunes store where consumers already had their credit cards on file.  Google and Microsoft did not have consumer stores. The principle--capitalizes on your “unfair” competitive advantage.

4. Be the Opposite of Your Competition: Apple’s most significant challenger is Google who took a completely opposite tack in marketing strategy.  They creating an operating system, Android, and made it available to an unlimited number of other would be Apple challengers like HTC who develops smart phones and tablets.  The aggregate number of devices on the Android operating system far surpasses Apple’s.  Google wisely backed off from being device manufacturers.  Google’s aim is to broaden their advertizing reach.  Whereas, Apple’s main focus is creating products that people love. The principle—to challenge the market leader take the opposite brand position and pursue the opposite marketing strategy. 

5.  Take a Distinctive Stance that Resonates with your Ideal Clients:  You can walk into any Apple store and have a uniform high energy experience from knowledgeable staffers and also take one-on-one classes to answer any of your to your tech question.  All of their products are integrated which reduces the learning curve.  Once you have “joined the brand”, why even think of switching brands?

Apple has become a “luxury” brand that offers consumers a means of self-expression.  With a very sharply focused brand identity, Apple stands for fun, knowledge and innovation.  What does HTC stand for? What is a Xoom? How can one Android phone or tablet computer distinguish itself from another, other than on specific features that can eventually be copied?  The principle—to be a market leader your brand must stand for something distinctive that your ideal customer or clients can instantly recognize as a perfect match to their personal values. 

Spot the trends, ride the wave.  Be the first in a new brand category. Capitalize on your “unfair” competitive advantage. Be the opposite of your closest competition. Take a stance that distinguishes you from your competition and resonates with the core values of your ideal clients.  Apply these five principles and you will be well on your way to gaining or sustaining market leadership in your area.

 

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Rainer
96,260
Michael HassanPour
Beverly Hills-Coldwell Banker Beverly Hills North - Beverly Hills, CA
Esq. Beverly Hills Properties, Brentwood, Bel Air

Very nice, thank you.

I try very hard to learn from these types of information. However, it is hard to apply these principles to other industries.

Computers and software are open in that the industry grows and learns new things as it grows. Real estate sales are not like that. We do learn and grow but not exponentially as is the case in computers.In fact we are very slow learners.

The new trend of group marketing is only a different version of boutique marketing that used to be the way in the 80s. The internet is used as if print material was being used. It is mass marketing using directed emails. Our posts are like writing commentaries in local newspapers. What has changed?

I saw a post today that got over 190 comments. It suggested we should network. Network in person. All the comments were, "great post" and "I agree". The writer was saying that we cannot count on computers to do ALL. We should still be in front of people and offer them our services to get their business. That was the first thing I was told in real estate.

I hope that you and people that think like you would continue  posting more thoughtful posts and try to change our industry for the better.

Thank you again.

May 19, 2011 01:49 PM #1
Ambassador
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Norma Toering
Charlemagne International Properties - Rancho Palos Verdes, CA
Palos Verdes & Beach Cities Homes in L.A. CA

Alexandra - I'm putting a plan in place to take advantage of my unfair Internet presence advantage.  I read you article with great interest--taking note for sure!

May 19, 2011 05:46 PM #2
Rainmaker
1,416,769
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Michael,

Thank you for your comments and insights.  I definitely agree that it is important to reach out, call someone, and actually get together.  The internet helps us meet people from all over the continent and overseas.  In a sense we have become a global village, because we now have a means to communicate to people all over the planet.  The internet will never replace the human touch.

We love sharing ideas that are applicable to the real estate industry  Wishing you all the very best, A

 

May 20, 2011 10:26 AM #3
Rainmaker
1,416,769
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Norma,

Thank you, and I look forward to hearing from you letting me know how you applied these principles (your unfair advantage).  A

May 20, 2011 10:28 AM #4
Rainmaker
1,512,011
Lawrence "Larry" & Sheila Agranoff. Call 631-805-4400 (c)
Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Condo & Home Sale Specialists

Hi, "Spot the trends, ride the wave" really says it all ~ Being more visible than your closest competition is a sure way to stand-out in the crowd!

May 20, 2011 11:11 AM #5
Rainer
206,989
Judi Boad
ACCURATE REALTY GROUP - Seattle, WA

Hi Alexandra~

I appreciate your insight and the analogy between what luxury items like  the ipad, and Apple products depict.

Always striving to stand apart from the crowd, I find my strategy changing and evolving daily as we become more seeded in our chosen market.

Thank you for the inspiration you provide through your posts! And the reminder that it is indeed, a constant evolution!

Sincerely,

 

May 20, 2011 11:15 AM #6
Rainmaker
1,416,769
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Larry and Sheila,

Thank you for your comment, yes visibility is a key component!  Being visible on line is good and in person even more important.

May 20, 2011 11:40 AM #7
Rainmaker
1,416,769
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Judi,

Absolutely right, it is a constant evolution, change is a certainty these days, and we have to adapt and go with the flow, like riding the waves, and like surfers finding one after the other. A

May 20, 2011 11:42 AM #8
Rainmaker
327,915
Eileen Burns
Trans State Commercial RE Ft. Lauderdale/Miami/Palm Beach - Fort Lauderdale, FL
FL Luxury Homes Hollywood Lakes,Golden Isles/Beach

Hi Alexandra - as a trend setter yourself ..along with Ron, you are spot on with being slightly ahead of the curve thinking.  Always be on the lookout for the next big idea and/or trend and make it work in your niche.   Yes, I said niche!  We cant be all things to all people.  It becomes an easier task when you speak the language of your "tribe" or "herd" AND you are known to be "The expert" in your respective arena. 

Looking outside of your niche for what is working can be transformed in some fashion to what you do.  Reading trade publications and the publications your clients read keeps you on point.  Suscribing to bloggers like us who clearly do this on a regular basis is paramount to raising the bar on delivering value.  Value is what people pay you for.

I am recommding your post be featured!

May 20, 2011 11:48 AM #9
Rainmaker
1,446,674
Rebecca Gaujot, RealtorĀ®
Coldwell Banker Stuart & Watts Real Estate - Lewisburg, WV
Lewisburg WV Real Estate, Greenbrier County

Alexandra,  I really need to apply these five principles ....although my blogging has made me well known in my area here, and I am beginning to get listings now because of my blogging.....

May 20, 2011 11:54 AM #10
Rainmaker
1,416,769
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Eileen,

Thanks for the suggest, we appreciate it.  We are in the process of writing a post on nich marketing, and yes becoming the expert is key, understanding the trend and positioning themselves solidly in it.  Your comment and insights are appreciated and I always look forward to reading your posts also.  A

May 20, 2011 12:35 PM #11
Rainmaker
1,416,769
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Rebecca,

Congratulations on getting listings because of your blogging.  We are delighted to hear that, and we are looking forward to seeing how you apply these principles, please keep us posted.  Have a great weekend.  A

May 20, 2011 12:37 PM #12
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Toni Weidman
Re/Max Sunset Realty - Trinity, FL
23 Years Selling Homes in New Port Richey, FL

These are wonderful principles, Alexandra & Ron. And, you put them so simply yet so eloquently. Great job, as always.

May 20, 2011 07:13 PM #13
Rainmaker
1,416,769
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Toni,

Thank you for your kind words, we appreciate the compliment especially coming from you.  Wishing you a lovely weekend, and lots of rest a la Shayna, your role model for rest. A

May 20, 2011 07:24 PM #14
Rainmaker
556,060
Cherise Selley
Selley Group Real Estate, LLC - Colorado Springs, CO
Colorado Springs Realtor

Ron & Alexandra,

This one should've been featured for its well-thought-out content!  g

May 24, 2011 11:40 AM #15
Rainmaker
1,416,769
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Gordon,

From your suggest wand to AR's ear...Thanks so much for commenting and adding kudos.  A

May 24, 2011 11:45 AM #16
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