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Luxury Real Estate Marketing: Small Things Can Make a Big Difference

12 May 2009 by Ron & Alexandra Seigel 307 views View Comments

Eyebrow Pencil Sharpeners: Sisley (top) & Chanel (buttom)

Luxury real estate marketing professionals should always pay close attention to details in their marketing materials, their website and their client services. With personal branding for real estate agents, it is the little things that can distinguish you from your competitors. The more sophisticated your target market the more they will appreciate the details. But, almost everyone appreciates even minor acts of kindness and thoughtfulness. Small things make a big difference.

To tune into the importance of details as a strategic differentiator study the major luxury brands. We are firm believers in out-thinking not out-spending your competition to achieve more market share. Here is a very simple example of how a very minor design element can completely influence a major buying decision and even cause someone to switch brands all together.

Chanel and Sisley are two French luxury cosmetic brands. Channel is by far the most well known. Both produce basically the same quality eyebrow pencils. But, Sisley’s eyebrow pencil sharpener, an item that costs pennies to manufacture in volume, is so far superior, in terms of user experience, that it is enough to prompt a customer to switch brands.

The Sisley eyebrow pencil sharpener has a cover and the Chanel does not. The cover prevents the shavings from the pencil to scatter and cause a mess especially if you are in a hurry. Clean up is faster and easier with Sisley, a feature that has nothing to do with make-up but everything to do with convenience and a quality user experience.

In today’s time-starved world paying attention to details and taking the time to be thoughtful can be enough to win you more business. Here are some small things that you can do that can make a big difference:

  1. Write a hand written note to stay in touch
  2. Remembering birthdays
  3. Remember the names of clients’ kids and pets
  4. Open the car door for your clients when you show them property

How can you pay more attention to detail in your day-to-day practice of real estate and win more business?

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  • Thanks Brandon, we appreciate the comment. You a nice clean and clear cut website! Wishing you continued success
  • Great way to illustrate your point Alexandra!
  • Dear Rick:

    Thanks for your comment. It is amazing how much wealth of information we all have access to and learn from, even a humble eyebrow pencil. We enjoyed looking at your blog/site. Wishing you continued success.
  • Rhonda:

    Thanks for your comments. We are delighted to hear from you. Every investment you make in your clients pays off handsomely, because they will talk about you and the good buzz about you will multiply.

    Wishing you continued success
  • Nice post.. I particularly like your eye pencil analogy! Your suggestions and tips can likely play over into many professional's lifes.
  • Raflakian
    I agree with Ron & Alexandra,

    You can not escape customer service-- that is our primary objective.
    We must be courteous, honest, and helpful. You can not measure the amount of courtesy you extend to someone in dollars or time- although we are all programed to think that way. We plan to calculate the ROI according to time and dollars.
    However, courtesy can not be measured that way. When you give a new buyer a notebook full of listings and color pictures- yes, there is a cost- however the return is the memory of courtesy and that far exceeds the dollars.
    The course will have the better return on investment in the long run when that client refers you to their relatives and co-workers.
  • Dear Louise:

    Thank you for your appreciation. When I first started in commercial real estate and made my first appointment, my new client thanked me for returning his call, showing up, and being on time! This comment still guides us today in everything we do. So yes, we are focused on customer care. Alexandra
  • Hi, Alexandra! I really like reading your posts! I love how you encourage agents to think outside the box and focus on customer service. Your ability to write about 2 completely different subjects -- such as eye pencils and real estate -- but yet make them relatable...it's great. From the few posts of yours I have read, you seem to be very focused on customer service -- something a lot of agents forget all about when the dollar signs start flashing in their heads. I look forward to following along with your future posts!
  • Thank you. Alexandra Seigel
  • Nice post. I like your blog very much.
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