Atlantis Magazine™ defines Resort Living and luxury property

It occurred to me today that if you have an ‘Island Resort’ than it must be luxurious… just a random thought for a random post since I have been so completely on top of this (joke)… but… maybe there are some living resorts that aren’t luxury … so, maybe the logic only goes one direction, like… Pitcairn - it is very famous or an ‘infamous’ island in the South Pacific… I bet it’s beautiful… not sure I’d want to hang out there – maybe though… can’t rule it out… but the Bahamas… I am all over it!!!

Planes, Luxury Homes and More Runways!!!

Luxury Real Estate again proves to be such a different animal than all else that is sellable.  As I previously posted, there is a property out in Gold Beach, OR for sale by Karl Nettgen of Century 21 Agate.  The property can be seen in the 13th Anniversary Issue of the duPont REGISTRY A Buyers Gallery of Fine Homes.  The property is truly unique and quite a bargain, as previously mentioned. 

The larger point, however, is that often in a (typical) real estate transaction, a stumbling block to the closing may be the amount of bedrooms or baths – In the case above, believe it or not, it is the distance from the nearest landing strip for a private jet.  I presume it should come to no surprise to many, but it seems shocking that one would look for a jet based upon the distance to an airport or place to land your flying SUV.

Thought this was kind of interesting…

Where do buyers of luxury property come from?

I had a great conversation with a client of mine today that clued me in on the most blatantly obvious fact. That their are a lot of people in the most AMAZING country in the world who are about to (if they haven’t already), buy some of the worlds most AMAZING property – and… you guessed it… the people are AMERICAN, and the property is in AMERICA… hmmm… but an agent might say this… “…because of the economy, because of x, because of y, all the buyers are coming from overseas…”

Now (to be clear), I am not saying that a lot of buyers aren’t coming from overseas.  What I am saying is if you are marketing a Luxury Property, do not – under ANY circumstances – underestimate the AMERICAN economy.  This point was illustrated to me by my client who told me about the Texas oil market… and the first fleeting thought was ‘how passé that was big in the 80’s’ – well, let me tell you I’m not getting rich off of the oil & gas market, but I’ll tell you this for certain – someone is… AND it isn’t ONLY from the war.

All politics aside here – this is not the forum – gas is at an all time high, right? Do you think that all the profits are being funneled to the Middle East? I beg to differ.  Their are many oil & gas tycoons who made their fortunes here in the United States of America – these could be a large uptick in a property that makes you a small fortune if you have a percentage of a commission on a luxury listing.

FW: Fragments, white noise and information overload

Did you ever get an email like this posts title? Did you ever wonder if the email that you were forwarded was something you should be reading? Further… did you ever get one of these emails that appeared to be ‘doctored’… like it really had not been forwarded? (just wondering)

Is ‘branding’ the only way to increase the odds of sustaining ones position in the marketplace? This is a veritable truth – not in selling a 20 million dollar home, but also in a world where the ‘long term’ is now seemingly the ’short term’ – People have gotten extremely impatient and demanding – look at the new iPhone… This iPhone is exactly what we all said would happen about 10 or 15 years ago… Do you remember the conversation you had when you realized that you didn’t have to go anywhere to buy anything?  I do… part of it was something like this: “someday… there will just be a device where we have all of our personal information, all of our banking information, our photos, our music…”

yup… that is the iPhone – and 10 years after this post – it will be even more portable – everything…

That is why branding is important…and that is why Apple always gets the most mileage from their product lines:

“Customization is key in the new world of branding.” With fragmented products, fragmented media and cultural diversity, it’s more important than ever to offer brands that link with the customer’s identity and customize options to keep your brand relevant to your ever evolving target. The goal is to get your target to see your brand as necessary: For instance, Starbucks is not coffee but “my coffee.”

Hmmm…that is what Jean Noel Kapferer says… 

Speak with one voice – Virtually and Literally

I am no advertising expert.  I am an apprentice at best.  What I do know is this: When communicating an advertising message, be it online, on a glossy print magazine, on a classified ad or on a kiosk, it is absolutely 100%, beyond a shadow of a doubt IMPERATIVE that you speak with ONE voice.   

Personally, I have come to know this on this level… I have had the pleasure of working with a wonderful group of women in Laguna Beach, CA.  I have been actively seeking their business for about 2 years now.  I finally earned their business. (How is not the purpose of this post, but maybe next post) – What I did do, however, is watch their trend in their ‘personal branding.’  It is so absolutely EXTREMELY amazing that I would love to tell you their names, but you probably have already heard of them ; )

What I may say is this… I have seen their ‘virtual’ (web presence) grow and blossom… and once I finally convinced them wholeheartedly that I wanted to work to develop a luxury marketing campaign with the duPont REGISTRY™, I was able to design a magazine ad around their ‘already happening‘ website… 

By ‘already happening,’ I mean that it was ahead of the gorgeous print advertising they have been doing… You may ask yourself why? Also, if you have a job as someone who is in charge of circulation, paginating a magazine or ‘keeping in line’ the ‘pages’ being sold in a magazine… it would likely be a good idea that this be the main focus… after all if you have any of the aforementioned ‘jobs,’ than it would be even smarter to help in the vision and unification…

Ultimately – a previous point I made about the ‘web’ and ‘print media’ phenomenon is still the currency a few months later… which is this:  people will be looking through a paper, magazine, flyer, etc… and go to the website… AHA!!! Got it???!!! Oh I see… the website and the print ads should look closely similar… hmm…  why do I say? Because I have 4 new clients this month that I did this for… and they were absolutely blown away that it simply ‘matched’… guess that is some ‘thought for food’ : )