As a luxury real estate marketing professional it is important to be well versed in all the cultures that surround us and particularly those in your marketplace. It is a great way to establish rapport with a potential client, and to become the go to person for that community. In our previous post,

One of the leading trends in the affluent sector that impacts luxury real estate marketing is the change in how the affluent define luxury. The affluent are becoming “value masters”, the new badge of smart consumers.

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.

In the realm of marketing luxury real estate is it important to understand that the client to whom you sell a primary residence in your local marketplace can also be a buyer of multiple homes in multiple locations as well as other types of properties. The question is: Will you benefit from this by earning multiple commissions?

To the extent that incumbent market leaders rest on their laurels, do not stay focused or do not keep up with technology, market leadership is up for grabs for any luxury real estate marketing professional with a superior value proposition and the right brand strategy. Market leaders beware! With the right brand strategy the tables can be turned on you in one year or less, seemingly, overnight.

One of the most important skills you could possibly possess as a luxury real estate marketing professional is the ability to spot an underserved, potentially lucrative market niche that you believe you could serve better than anyone else in your marketplace. This is not typically something that is taught in school. Yet, it can make the difference for you in owning the lion’s share of that market niche and have a significant impact on your bottom line.

Jackie and John F. Kennedy honeymooned here. Prince William just played polo here. Oprah, George Lucas and many other Hollywood notables call it their “second” home. Santa Barbara, with its magnificent surrounding neighborhoods is known as the American Riviera®.