Like it or not aesthetics play a very big role in the realm of luxury real estate marketing and the marketing of most luxury goods and services in general. Millions of dollars are spent each year on package design because it is human nature to make “snap” judgments based on outward appearance. In our time-starved world, people often do not take the time to look below the surface and make decisions, even unconscious decisions, based on aesthetics alone. As a luxury real estate marketing professional, you are doing yourself a tremendous disservice if your website (which may be the first point of contact for potential clients) does not reflect both your inner beauty and your competence.

The personal journey in the unabashed pursuit of market leadership can be among your most exciting lifetime experiences. If you, indeed, have a proclivity for luxury real estate marketing you can reignite your career by applying the most powerful principle from the bestselling business book, Good to Great, by Jim Collins. That principle is known as the “Hedgehog Concept”.

Luxury real estate marketing professionals, it is time to turn up your nose to the template website and invest in a luxury website makeover! If market leadership is your quest, owning a template website is tantamount to cutting off your nose to spite your face!

Too many luxury real estate marketing professionals have become mesmerized by the mechanics of online social networks and have all but forgotten the phone call as being a vitally important component of professional networking.

If you practice luxury real estate marketing in a vacation destination marketplace you know that high net worth travelers can become buyers overnight. Get the idea that a couple arrives in your town from a neighboring state that is ready, willing and able to purchase a luxury home. They would like the assistance of a competent real estate professional who really knows the local marketplace, but they do not know one in particular. How do they select one? How do you they find YOU?

As a luxury real estate marketing professional your reputation is at the core of your personal brand equity—the value of your brand. Your reputation, your trust factor can be the deciding factor in selecting you to list a luxury property over your competition or be selected as a buyer’s representative.

In the arena of luxury real estate marketing, the entire competitive landscape needs to be redefined. A completely new paradigm needs to be considered that determines who the big winners in the industry will be in 2010 and beyond. Whoever wins the COMPETITION FOR ATTENTION (who stands out the most?) and the COMPETITION FOR RETENTION (who is remembered first?) will get the lion’s share of business.

Luxury real estate marketing professionals take heed! A very valuable lesson in messaging, can be learned from the massive new ad campaign of luxury brand, BMW. Messaging is the words you select to communicate the essence of your brand to your target market. A brand’s message tells your audience how you or your company wants to be perceived as distinct from your closest competition. As such messaging is an extremely important component of personal and company branding.

LOL is both a professional networking community and a learning community. It is a place where you can gain access to the wealth of the world by acquiring social currency. That is, by becoming fluent in the Language of Luxury.

This is a special video edition of the Language of Luxury Blog. Here we feature members of our LOL Team of Niche Experts & Discussion Leaders and also present popular luxury real estate marketing video tips.