Luxury Real Estate Marketing: The Five Moments of Truth - Part 3

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

Zodiac Clock in Venice Italy

In Part 1 and Part 2 of this article series we stated that the first moment of truth in the client acquisition cycle occurs before your prospective client meets you. If you were not referred by a family member, a friend or a colleague, making an indelible first impression with your website is, therefore, a vital key to winning their business because they will be predisposed to hire you when they actually meet you.  Your website is your silent salesperson as a luxury real estate marketing professional. 

If your website appears at first glance to be the most authoritative site in your marketplace, if it has the best graphic interface, and is also the best  organized and easiest to navigate, you have a very good shot at  keeping them coming back to do their research.  While they are in this “self-service” mode, before they meet you, they are still operating from a favorable, lasting first impression that occurred in the first moment of truth.

Offering original content on your website is one of the best ways to keep them coming back to your site. Property search and canned neighborhood content is ubiquitous. If you have a blog that is more than just informative, one that also offers your unique point of view and is entertaining, the chances that you will convert leads  is much higher than your competition.

We were recently asked by an agent if he should subscribe to a service in India that slaps up generic blog content just to improve his Google ranking. It is only costs $50 per month.

What is the use of ranking high on Google if the consumers who lands on your site encounters inferior, generic information? In a click, off they can go in search of the real deal!   They may have been impressed with your ranking.  But they will be disappointed if you provide generic information that can be found anywhere.  This could actually damage your reputation because it speaks volumes about how you are willing to cut-corners to get ahead of your competition.  And, this is not the kind of indelible first impression you want to make.

The first moment of truth gets them to be predisposed to liking you and wanting to hire you. But, it is the second moment of truth, when they meet you, that determines if you will actually get their business.  That is why ranking #1 on Google is not as important as achieving top-of-mind (#1) status in your marketplace.  Google can arbitrarily change their algorithms and off you go from your 1st position.  But, continuously creating positive impressions in the minds of your target market will lead to making those impressions indelible.

Meeting expectations at the conclusion of your first transaction is the third moment of truth in the customer acquisition cycle.  Getting their referrals is the fourth moment of truth and getting their repeat business is the fifth moment of truth.  Consistently, winning each of the five moments of truth is the true test of a market leader.  It is the test of successful branding.

 

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Rainmaker
355,605
Sondra Meyer:
Star View Real Estate - Colorado Springs, CO
See It. Experience It. Live It.

I've missed reading your blog posts!  They always very informative or excellent reminders of what I need to be striving for.  You've done a great job of emphasizing the importance of having unique and origional content on our websites.  I'm still working towards that goal.   Take care,

Sep 01, 2011 12:24 AM #1
Rainmaker
160,704
Louise Thaxton
Fairway Independent Mortgage Corp Louisiana NMLS#2289 - Bossier City, LA
Military Mtg Specialist - 866-960-9115 VA FHA USDA NMLS 69996

Ron and Alexandra - Great series!  And crucial information to consider on the "canned website".  And you are right, winning at each of the 5 moments of truth is a TRUE test of a market leader.

Sep 01, 2011 12:43 AM #2
Ambassador
593,930
Gayle Rich-Boxman Fishhawk Lake Realtor (503)755-2905
Vernonia Realty - Vernonia, OR
"Your Gateway to the Lake" Birkenfeld Oregon

R&A--I needed that nudge. I have been so busy on AR, that I've not taken the time to put more blogs on my WordPress and keep that updated. Just had a Fishhawk Lake employee tell me that he reads my blog all of the time, so yet another reason to keep it CURRENT.

Business has picked up, too and I just now googled myself for the first time in a long while. We ought to do that weekly. I came up in many other posts across the country because of the blogging efforts of other AR members who are doing localism posts that are getting picked up--what a ripple effect it has!!!

Sep 01, 2011 03:09 AM #3
Rainmaker
969,021
Georgie Hunter
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

More and more so this is the case as the internet is the go-to place for information about anyone and anything.  As I have learned, we need to be digitally fluid!

Sep 01, 2011 05:52 AM #4
Rainmaker
1,056,554
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

So true!  I leave so many websites without ever clicking a link or checking any further pages because of the impression I get from the homepage.

Sep 01, 2011 04:44 PM #5
Rainmaker
556,060
Cherise Selley
Selley Group Real Estate, LLC - Colorado Springs, CO
Colorado Springs Realtor

Alexandra,

I agree.  The hits are not as important as those who visit the site for awhile.  The site must be beautiful and user friendly... g

Sep 01, 2011 05:21 PM #6
Rainmaker
1,418,566
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Sondra,

Thank you for your kind words.  It is wonderful to hear from you again.  Hope all is well for you in Colorado Springs. A

Sep 01, 2011 05:45 PM #7
Rainmaker
1,418,566
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Louise,

Thanks for your comments, we appreciate the kind words, and I love that you are definitely a market leader.  All the best, A

Sep 01, 2011 05:46 PM #8
Rainmaker
1,418,566
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Gayle,

We are delighted that we gave you a nudge, and how wonderful that you have a local readership.  We have gotten calls from people quoting our blogs back to us, and I am amazed at who reads our blogs.  A

 

Sep 01, 2011 05:48 PM #9
Rainmaker
1,418,566
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Georgina,

I love love your choice of words, "digitally fluid".  That is being a wordsmith.  Thanks A

Sep 01, 2011 05:49 PM #10
Rainmaker
1,418,566
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Sharon,

Me too, everyone is just one click away.  Thanks for commenting. A

Sep 01, 2011 05:50 PM #11
Rainmaker
1,418,566
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Gordon,

You are so right about that.  Hits means zilch, conversion to dollars is the true test.  Thanks Gordon. A

Sep 01, 2011 05:51 PM #12
Ambassador
1,304,058
Toni Weidman
Re/Max Sunset Realty - Trinity, FL
23 Years Selling Homes in New Port Richey, FL

You're right about Google juice, if they change something today, we could all be lost in the Google soup tomorrow.

Sep 02, 2011 08:32 AM #13
Rainmaker
1,418,566
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Toni,

Amen, although we have ranked in the top of the heap, most of our inquiries come from the blog.  Google is always fiddling with its algorithms, and keeping up with that is a full time job, and certainly is not in the purview of selling real estate.  Thanks A

Sep 02, 2011 10:50 AM #14
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Rainmaker
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