Steve Jobs exemplified the power of visionary leadership. He brought Apple from the brink of bankruptcy to the pinnacle of success, the leading technology company in the world. No one in the realm of business has personified our favorite motto better than Steve: ‘The Unabashed Pursuit of Market Leadership”.

Here are the 3 symptoms of a brand identity crisis. If you are experiencing any of these symptoms as a luxury real estate marketing professional it might be happening to you!

You cannot define precisely how you are different and better than your competition.You cannot instantly communicate your extraordinary promise of value to your ideal clients. Your market share is eroding.
“Market Leader Envy”. You feel jealous of the market leader.
The “Copycat Syndrome”. You feeling the only answer is to copy the market leader

Perhaps the most important business skill that you can cultivate as a luxury real estate marketing professional is listening. This does not only mean giving your clients your full attention in order to understand their needs. It also means listening to your own intuition and paying attention to the trends in the marketplace.

Every so often, in the course of writing the Language of Luxury Blog, we pause to reflect on the meaning of the word luxury. One definition of luxury can be summed up in the word, “rare”. When something is rare and beautiful it is uncommon, unusual, exceptional, atypical, extraordinary or singular.

Pricing a luxury home to sell in a buyer’s market can be one of the most challenging experiences of a luxury real estate marketing professional. It is tempting to get swept away by the allure of listing glamorous properties, those estates with the highest price tags. Sure, when they sell the commissions can be significant.

We have identified the phenomenon of “complacency” as is one of the potential vulnerabilities of market leaders who have outdistanced their closest competitors by a considerable margin. There is tendency to coast on their momentum instead of continuously reinvest in staying sharp.

The advantage to being top of mind, as a luxury real estate marketing professional, in your marketplace is getting the lion’s share of the business. There is also a secret advantage of being the popular choice.