One of the biggest concerns that we hear from luxury real estate marketing professionals is the fear of narrowing their niche to the top tier price range homes because it may alienate some of their friends or previous clients in lower price homes.

A major part of our luxury real estate personal and company branding practice involves developing strategies to help our clients gain or sustain market leadership and also coaching them to execute their strategies. From our perspective, the art of coaching is essentially this:

We are excited to announce that The Language of Luxury has been invited by our LOL media partner, Luxe Corp, to cover the Club e-Luxe International Summit in Paris on June 12, 2013. This is the premier annual event on marketing via digital media for the luxury goods and services industry. We will be broadcasting live from Paris online during and after the event.

“How can YOUR marketing message stand out in a sea of very similar communications from your competition who also claim they stand for the same thing?”

Great luxury real estate personal and company branding is all about telling a great story that engages your target market, establishing trust by building credibility and sparks word-of-mouth advertising. High net worth consumers are interested in knowing about your history, your roots; they want to know about your provenance.

Provenance, in the realm of luxury goods refers to where a product is sourced. That is, where it is designed and manufactured. As such, a product’s provenance can become a quality cue, an indicator of superior quality, that adds value in the minds of many luxury consumers who are willing to pay a premium for it.

Provenance refers to a chain of ownership, a lineage, a pedigree, roots, or ancestry, i.e., where people, plants animals and things come from. Provenance can add a real or perceived value to what you are buying. In luxury real estate a home once owned by a celebrity or a home designed by a well-known architect or interior designer, can definitely command a premium price. The location, where something is sourced, is also an important component of provenance.