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

By
Real Estate Services 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.

 

- WATCH VIDEOS-

 Buzz-Worthy Luxury Real Estate Websites 

Personal Branding Case Studies   Company Branding Case Studies 

About Language of Luxury

- JOIN THE LOL COMMUNTIY - 

 GET FLUENT. GET AFFLUENT! 

 Linked In, FacebookActive Rain

Follow Us on Twitter: LuxuryMarketing

close

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the clip to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Topic:
Real Estate Sales and Marketing
Groups:
31 Days of May Challenge 2011
Luxury Home Agents
Luxury Home Marketing
LuxuryRealEstate.com Network For ActiveRain Members
THE LANGUAGE OF LUXURY
Tags:
luxury real estate marketing
luxury real estate personal and company branding
luxury real estate websites

Comments 16 New Comment

Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the cat to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainmaker
1,224,351
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

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
Ambassador
1,177,438
Toni Weidman
23 Years Selling Homes in New Port Richey, FL
Re/Max Sunset Realty

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
Rainmaker
1,224,351
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

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
Rainmaker
556,060
Cherise Selley
Colorado Springs Realtor
Selley Group Real Estate, LLC

Ron & Alexandra,

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

May 24, 2011 11:40 AM
Rainmaker
1,224,351
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

Gordon,

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

May 24, 2011 11:45 AM
Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the scissors to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainmaker
1,224,351

Ron & Alexandra Seigel

Luxury Real Estate Marketing
How do I Become a Star in Luxury Real Estate?
*
*
*
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the folder to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Additional Information

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.