Luxury Real Estate Marketing Tip: What is your “VA” (Value Added)--Part 2?

By
Real Estate Services with ra@napaconsultants.com

 

To distinguish yourself as a luxury real estate marketing professional you must be able to instantly articulate how you stand out from your competition You must be able to answer the question: What is your “VA” (Value Added). 

Most of what used to differentiate you,  such as  integrity, competence and local market knowledge is simply not enough. These attributes have become the commodities of the trade in the same way MLS search, via IDX, has become a commodity on any broker or agent website. 

For purveyors of luxury goods and services the #1 challenge is commoditization.  Sooner or later, without offering a strong Value Added service, you will have to resort to competing just based on price.  Look what is happening in retail!

An increasingly large numbers consumers are doing their shopping research at retail stores but do not actually buy there. Instead, they comparison shop for the best prices online (sometimes right in the store with their smart phones).  At sites such as Amazon, they can purchase the same product for less in one click and also get free 2-day shipping. Or, perhaps, the consumer discovers that the same item is on sale at a competing store just a few blocks away.  

BACK TO THE FUTURE

During a recent business trip to the East Coast we were able to spend some time  checking out the specialty shops and boutiques in Georgetown, Washington D.C.. There, we discovered the Keith Lipert Gallery who specializes in contemporary, affordable fashion jewelry and decorative art. Lipert travels the fashion and cultural capitals of the world to find distinctive pieces that are often crafted by small family-owned businesses.  His clientele is both sophisticated and international, people who not only appreciate his adroitness at discovering unique hidden treasures, but also appreciate his extraordinary personalized service.

As customers peruse the displays of fashion jewelry, Lipert will approach them with an item that he feels would suit them and insists they try it on with his assistance.   There is no pressure here. He just wants to make your shopping experience extraordinary, like it used to be in Europe and still is in some cases.  It allows him to engage his customers in a dialogue that does well beyond self-service. 

This “back to the future” customer service approach plus his offering of unique items that cannot be found elsewhere is his VA.  What is yours?

To read what is your value added, Part 1, click here.

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Topic:
Real Estate Sales and Marketing
Groups:
THE LANGUAGE OF LUXURY
Luxury Home Marketing
Posts to Localism
Sotheby's International Realty
LuxuryRealEstate.com Network For ActiveRain Members
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luxury marketing experts
luxury real estate personal and company branding
luxury marketing
luxury real estate marketing tip

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Rainmaker
525,591
Don Sabinske
Sabinske & Associates Inc.
Don Sabinske, Sabinske & Associates Inc.

Your value-added is the personal touch that you put into each and every post.  You have the gift of being able to convey your message as if you were standing right in front of each person who reads your exceptional content.  Kudos to you!

June 26, 2012 06:10 PM
Rainmaker
1,138,079
Wanda Kubat-Nerdin
Your Southern Utah Residential Real Estate Agent
Prado & Kramer Real Estate, St. George, UT 435.632.9374

Alexandra, I do like the Keith Lipert Gallery business model and personailzed customer service with a unique product is a guarantee to an enjoyable shopping experience. THAT is something to strive for everytime! 

June 26, 2012 07:18 PM
Rainmaker
1,219,164
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

Don,

Thank you, I appreciate your kind words and kudos.  We absolutely love what we do, we love sharing what we learn and we love the people we work with, our team and all of you on Active Rain who take the time to comment on our blogs.  We also appreciate the experience and the wisdom you all impart to us also.  We are all in this together, learning and teaching and that is the beauty of this community.

Wanda,

Me too, and we learned from walking in, watching and I ended up buying a remarkable set of earrings from them.  The ambiance and the service was remarkable, and I can apply it to what we do.  There is never an end point,  but it seems always an opportunity to begin again, and again and do it better.

 

 

 

 

 

 

 

 

 

 

June 26, 2012 09:41 PM
Rainmaker
520,677
Patricia Feager, MBA, GRI, Cert Negotiations Expert, Military Relo Prof
The Little REALTOR® That Could
Keller Williams Realty

Alexandra,

You nailed it again and I had to suggest once more. If I had the power, I'd give you a Ph.D because you're so knowledgeable and willing to share. Everything has education and good intentions for all of us here on ActiveRain.

Because of you, I consider myself lucky. I always learn something new, just because of you.

June 27, 2012 12:09 AM
Ambassador
1,172,538
Toni Weidman
23 Years Selling Homes in New Port Richey, FL
Re/Max Sunset Realty

Alexandra - I never thought of that as VA; just as what an agent is supposed to offer a customer. I love the luxury spin on it and it opens up all kinds of avenues of thought. suggested.

June 27, 2012 04:55 PM
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Ron & Alexandra Seigel

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