“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?”

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.

Do you want to stand out from your competition and become the breakaway luxury real estate marketing brand in your area? The most effective real estate personal and company branding involves identifying an uncontested or under served market niche that you can dominate.

What is a Brand? Many refer to a brand as the logo (that includes the brand name), or the basic “look” of the collateral material or website.

Marketing luxury real estate is just as much an art as it is a skill. In this article series, we will cover the key principles of the art of photographing luxury real estate.

If your quest is gaining or sustaining market leadership in your luxury real estate marketing arena, it is a good idea to develop a personal or company brand that appreciates in value over time. That way it can become part of your exit strategy when you are ready to either retire, merge or sell your practice or get involved in a new venture.