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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  1. Roy Kelley 06/27/2012 09:13 AM
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Ambassador
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John McCormack
AlbuquerqueHomes.com
Albuquerque Homes Realty * www.AlbuquerqueHomes.com

Keep Your Message Brief - Agreed. 

June 27, 2012 08:38 AM
Rainmaker
1,885,483
Roy Kelley
Roy and Dolores Kelley Photographs
Retired Real Estate Broker, Maryland Blogger

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

Enjoy the bounty of the season...

June 27, 2012 09:07 AM
Ambassador
705,896
Debb Janes
REALTORĀ®, EcoBroker Camas, Washington
The Carl Group, LLC

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.

June 27, 2012 09:20 AM
Rainmaker
524,656
Curtis Van Carter
Napa Valley's Broker Extraordinaire in Yountville
Coldwell Banker Brokers of the Valley, Yountville Napa Valley

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

June 27, 2012 09:25 AM
Rainer
238,634
San Antonio Texas New Homes for Sale
www.sanantoniotexasnewhomesforsale.com

I agree !

June 27, 2012 10:25 AM
Rainmaker
850,266
Lottie Kendall
Serving San Mateo County and San Francisco
Today | Sotheby's International Realty

Those scultures say it all--no words needed!

June 27, 2012 10:30 AM
Rainmaker
1,309,037
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

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

June 27, 2012 11:22 AM
Rainmaker
991,624
Sharon Tara
New Hampshire Home Stager
Sharon Tara Transformations

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

June 27, 2012 02:45 PM
Rainmaker
1,309,037
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

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

June 27, 2012 03:02 PM
Ambassador
1,265,420
William Johnson
San Diego Real Estate Voice, GRI CRS e-Pro CDPE
RE/MAX Associates
Hi Alexandra, No doubt, this photo truly does refect the essence of it's purpose. Nicely captured. What an interesting name for the Vineyards.
June 27, 2012 08:46 PM
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1,240,980
Toni Weidman
23 Years Selling Homes in New Port Richey, FL
Re/Max Sunset Realty

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

June 30, 2012 06:22 AM
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