Luxury Real Estate Marketing Tip: Keep Your Message Brief

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

As a luxury real estate marketing professional it is important to communicate who you are and what you do with words and imagery.  Your collateral materials and web site should articulate the essence of your brand in a nanosecond.

We often attribute the quote of “A picture is worth a 1000 words” to Confucius.  However, research shows that this attribution to Confucius was given by an advertiser named Fred Barnard who said he called it a Chinese proverb, "so that people would take it seriously”. As time went on, Confucius was credited with this adage. Mr. Barnard promoted the use of images on the sides of streetcars as part of an advertisement.  His sentence was “One Look is Worth a Thousand Words (1921 trade journal, Printer’s Ink.)  In another ad in 1927, Mr. Barnard used the phrase, “One Picture is Worth Ten Thousand Words

More research reveals that in the novel Fathers and Sons written in 1862, the Russian writer Ivan Turgenev wrote, “A picture shows me at a glance what it takes dozens of pages of a book to expound.”

Here is an example of a picture is worth a thousand words.  The entrance to the small 6 acre Dog and Oyster Vineyard in Virginia is flanked by two corkscrew sculptures each measuring 40 feet.  There are no signs needed to express what is happening here.

So keep your message brief, your pictures bright and expressive so you don’t need 1000 or 10,000 words to say it.

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 06/27/2012 09:13 AM
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John McCormack
Albuquerque Homes Realty * www.AlbuquerqueHomes.com - Albuquerque, NM
AlbuquerqueHomes.com, Albuquerque Homes Realty

Keep Your Message Brief - Agreed. 

Jun 27, 2012 08:38 AM #1
Rainmaker
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Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Good post and a very good reminder that pictures do attract attention.

Enjoy the bounty of the season...

Jun 27, 2012 09:07 AM #2
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Debb Janes
The Carl Group, LLC - Camas, WA
REALTORĀ®, EcoBroker Camas, Washington

I love it! I like the name of the vineyard too. Clever and creative sign. Thanks for sharing it with us Alexandra - and more importantly your message re: marketing.

Jun 27, 2012 09:20 AM #3
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Curtis Van Carter
Coldwell Banker Brokers of the Valley, Yountville Napa Valley - Yountville, CA
Napa Valley's Broker Extraordinaire in Yountville

Hi

If you didn't tell me this in Virginia, I would have though Clos Pegase in Calistoga or somewhere else here in the Napa Valley. cheers cvc

Jun 27, 2012 09:25 AM #4
Rainer
238,614
San Antonio Texas New Homes for Sale
www.sanantoniotexasnewhomesforsale.com - San Antonio, TX

I agree !

Jun 27, 2012 10:25 AM #5
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Lottie Kendall
Today | Sotheby's International Realty - San Carlos, CA
Serving San Mateo County and San Francisco

Those scultures say it all--no words needed!

Jun 27, 2012 10:30 AM #6
Rainmaker
1,417,323
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

John,

Yes, indeed, brevity is King as is a good picture.

Roy,

You know how much attention you have garnered with all your lovely photographs and your signature comments with photos attached.

Debb,

You are welcome.  I loved that the owner was willing to have two sculptures done to brand the place for a 6 acre vineyard.  It illustrates the importance of brand.  Everyone who sees this will know that there is a vineyard in Virginia with two corkscrews, and the marketing keeps paying off..

Curtis,

My thought exactly and why didn't anyone in Napa or Sonoma think of this?  I love Clos Pegase and their leading edge thinking and sculptures.  It was always a treat to take out of towners there.

Robert,

Thanks for stopping by to comment.

Lottie,

It makes it a wordless Wednesday! LOL A

Jun 27, 2012 11:22 AM #7
Rainmaker
1,054,226
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

I take this to heart every Wednesday when I post my wordless pics!!

Jun 27, 2012 02:45 PM #8
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Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Sharon,

It is hard to keep it brief on Wordless Wednesday, I feel compelled to explain, and you very brilliantly had Jack's t shirt tell the story.  A

Jun 27, 2012 03:02 PM #9
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William Johnson
RE/MAX Associates - San Diego, CA
San Diego Real Estate Voice, GRI CRS e-Pro CDPE
Hi Alexandra, No doubt, this photo truly does refect the essence of it's purpose. Nicely captured. What an interesting name for the Vineyards.
Jun 27, 2012 08:46 PM #10
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Toni Weidman
Re/Max Sunset Realty - Trinity, FL
23 Years Selling Homes in New Port Richey, FL

Now that's clever! I love the message too, Alexandra. I'm all about brief!

Jun 30, 2012 06:22 AM #11
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