Branding Moment: Is your brand having an identity crisis?

One of the most common traps that you can easily fall into as a real estate professional or company is sending out mixed signals about your brand identity. Picture your ideal target market trying to dial into your brand signal in the same way they select a radio station that plays their favorite music. If you play a mishmash of classical, jazz, hip hop, heavy metal, and pop, you are going to have a heck of a time attracting and maintaining a sizable loyal audience. You might say that your station is having an identity crisis. 

The same applies to your real estate practice. Is your brand having an identity crisis

Your brand identity is comprised of visible elements such as color, design, logo, in addition to your brand’s slogan and messaging. If you are clear about what you stand for (your area of specialization and your unique approach to it) you can readily distinguish your brand from your competition in the mind of your ideal target market. The key is staying consistent in your messaging.

To get a better idea of what we mean about a brand identity crisis look at the messaging on the box of Hefty small trash bags in the image above. Note the endorser brand, Arm & Hammer (The baking soda brand) juxtaposed to the trademarked words, Lavender & Sweet Vanilla™. These bags are “odor neutralized”.

One of the key brand personality categories is called “Rugged”. Both Hefty and Arm & Hammer are rugged brands; so is Marlboro. Rugged means: sturdy, strong, strongly made, hardwearing, built to last, and tough. Hefty means: burly, heavy, sturdy, strapping, bulky, brawny, husky, strong, muscular, large, big, massive, weighty, solid, well built, solidly built, and powerfully built. 

In contrast, Campbell Soup and Hallmark are examples of “Wholesome” brands. Wholesome means nice, clean, virtuous, pure, innocent, chaste; non-erotic, nonviolent, righteous, upright, upstanding, proper, correct, honorable, honest, just, noble, respectable, decent, and simple.

Ruggedness and wholesomeness within the same brand message typically send mixed signals. It’s like a split personality. What do you think?

If you are unsure of your brand identity or wishy-washy in the way you communicate it, you may be suffering from a brand identity crisis! Helping real estate professionals and companies consistently articulate and communicate their true brand identity is what we do at Napa Consultants, International. The process itself is an amazing journey in self-discovery as well!

Brand Marketing: Pushing or Pulling?

Recently, when shopping on line, I have noticed the frequency of annoying push marketing.  I often look at an item to get a better idea of where it is made or what it is made of, etc.  Then, I click on something else.

An hour later or day later, I will get an email from the vendor showing a picture of the item with the headline, did you forget something?  I usually delete, only to have it appear a week later.

Now, the push has become even more annoying.  I was looking at shoulder bags on a sight.  Thus far, I have received three emails, "save on shoulder bags we think you'll love!".  This comes with a line-up of pictures of shoulder bags.

As a real estate marketing professional you should understand the difference between push  and pull. Pull, Don’t Push … .For instance, bragging about your accomplishments is definitely a push strategy and a turn off.

If you are tired of unwanted digital ads and unsolicited email marketing, join the crowd. Most of us do not like having advertisements or information “pushed” at us.  

The ideal marketing relationship between a customer or subscriber to a digital newsletter is “pull marketing” vs. push marketing”.  Keep this in mind when you think of sending out your own real estate e-newsletter.

Pull marketing is information with advertisements that is sent to you because you are asking for it.  You may ask for a “free report”.  That sometimes leads to a daily, automatic “drip” campaign chock full of unwanted information, products and services.  Where is that Unsubscribe button?

At a family celebration this past Sunday, one member mentioned how agents come around to persuade him to sell his home. And they list all the benefits of selling NOW!

He bought his beautiful craftsman home for a pittance, (by today's standards) years ago.  He does not want to sell.  He loves his home, and is not moving.  The agent shakes his/her head and says, "you are making a big mistake!"

There will come up a point, when the market will turn and it will be a buyers market.  In some markets inventory is non-existent.  

In the meantime, staying visible is important.  In several recent instances our clients have listed properties, because of their pull visibility.  Their strategy is to be active in their community.

One of the best ways to create pull is to be involved in your community and responding to its needs. Two of our lender clients regularly sponsor educational projects for the kids in their community in honor of their wives who were formerly teachers. 

They believe in education, and they spend part of their marketing dollars to further their community. People needing loans are drawn or pulled towards them, and regularly refer them.

When considering a sponsorship as a pull strategy, it is important that you are aligned to the cause and it is something you believe in.

Savvy Brand Marketing: Is Your Marketing Remarkable or Ho-Hum?

Pictured above is packaging for coffee that I spotted on this Monday morning, while shopping a Trader Joe's. I was impressed by the packaging, the colors and the graphics that went into selling coffee beans. There is nothing ho-hum about this packaging. Note the red color on the side of the bags, as well as the gold lettering!

And here is the full display of the vignette they took time to create and build. Given the price of each bag is $9.99, the packaging is worthy of beans priced at $19.99. This may not be your taste in color, however, you cannot deny that it is remarkable!

Being at the top of your game as a real estate marketing professional regardless of your niche requires being consistently remarkable.  After all, you are selling one of the largest investments your clients may make in their lives.

Your marketing materials are your silent brand messengers.  This includes your web site, your marketing message, as well as any printed material you share with the public as well as other agents, such as postcards, presentation folder, and handouts at broker opens or open houses. 

These need to stand out and communicate your identity and its congruency with your target market.  And they will communicate to your intended market your savvy in brand marketing!

Are your marketing materials remarkable or ho-hum?

Branding Moment: Branding Explained in a Nutshell of a Quote!

"The rose is without 'why'; it blooms simply because it blooms. It pays no attention to itself, nor does it ask whether anyone sees it." 

~ Angelus Silesius

Angelus Silesius, born Johann Scheffler and also known as Johann Angelus Silesius, was a German Catholic priest and physician, known as a mystic and religious poet. Born and raised a Lutheran, he adopted the name Angelus and the epithet Silesius on converting to Catholicism in 1653. Wikipedia

This quote describes perfectly what makes a brand stand out.  I happen to find it as I was looking for rose quotes as this rose photo pictured above caught my attention.  A good brand is obvious, and needs no hoopla, explanation or justification for its existence... 

It is daunting task for many to reach this goal, as one our recent commenters stated. It is doable.  It may be difficult for some,  because one has to shed all the preconceived notions, opinions and inculcations of many well-meaning souls. 

Happy Wednesday!

Branding Moment: Perfect Branding & Slogan!

It is always a delight for us to discover perfect branding with a perfect slogan.  Pictured above is an example of a place we frequent. This is definitely a place that the gardeners and landscapers in the area frequent.   

You have to know where it is because it is easy to miss as one drives along Milpas Avenue.   You enter via a driveway, and drive out the alley behind the store.

Since we had planned to move our dwarf Meyer lemon trees to bigger pots, we asked them if they could recommend soil that would enhance the life of our trees, (organic preferably).  Pictured above is the potting soil that they keep re-ordering to keep it in stock, because all the local pro gardeners and landscapers love it.

And service was impeccable.  We drove in yesterday and today for more soil, we popped our trunk open and they loaded our car.  Ron went in to pay with his phone.  Within minutes we were on our way home.

The brand and slogan are perfect.  A three word brand tells you who they are and what they do.  And the slogan attracts people like us who enjoy gardening and growing like pros!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Instead of Just Fishing, Go Where the Fish Are Biting...

On our beach walks, we meet fishermen and women who fish.   When we ask how do they determine where to cast their lines, their response is:  " Look where the birds are in the distance! That is where the fish are!"  And sure enough, as we look in the distance, we can see flocks of pelicans, cormorants  and other sea birds enjoying their meal!

On a whale watch in the Santa Barbara channel, the naturalist mentioned that the whales on their migration to Alaska follow the dolphins to feed. Like the birds,  the dolphins know were the fish are. And the moment the lookouts see the dolphins, they steer the boat in that direction!  It is one way to spot the whales.

In real estate, take the time to become objective and analyze the sales statistics of your marketplace. Exactly what is selling and where? The first key is to discover where the fish are biting. Then go fishing there.

But, you better have a clear sense of how you can serve this faster paced market segment better than your competition.  Your unique value proposition must be superior and it must be communicated explicitly through your personal or company brand.

We say, when you get your branding  spot on you actually do not have to go fishing for prospects, the fish will start jumping in your boat.  If you are able to clearly articulate your distinct promise of value to your target market sales should become irrelevant because you are succinctly letting them know, with certainty, that you can resolve their most pressing challenges.

While others are fighting for the prestige that comes with winning a fewer number of trophy listings, you could be out-thinking them by selling a higher volume of mid-range properties. 

One of the mother and daughter teams we worked with had settled on working in a super exclusive area.  When together we analyzed the market place, it was obvious that were rarely a fish in this market place. One or two homes a year sold there.

The hot market was elsewhere.  It was in the mid-range condominiums, that were being built in the downtown area. The daughter was on the board of the city redevelopment group as the downtown area was being spiffed up.  This became their fishing ground, and once in a while they listed one of the ultra luxury properties.

This price range, as a niche, is often overlooked by those vying for the big fish and can thus become under-served.  Develop an outrageous and extraordinary promise of value. Bowl them over with service that makes you stand out and you will have a winning formula for success.

Branding Moment: A Remarkable Brand Presentation via Zoom!

Being at the top of your game in the realm of marketing luxury products or services requires being consistently remarkable, especially with your presentation materials.  To stand out everything you present must communicate your core identity, be congruency and fully engage your your target market. Here is an example:

Pictured above is the invitation to a zoom meeting by Dom Pérignon’s Chef de Cave (Cellar Master and Head Winemaker). This package was sent just to Private Clients of Dom Pérignon who were invited to this exclusive tasting event. A bottle of 2010 Champagne was rated with 100 points by wine experts and two glasses were part of this box.. This included the instructions for the meeting.