Luxury Real Estate Marketing: Tapping Into Your Passion

The alignment of your wavelength with the wavelength of your ideal clients takes all of the effort out of marketing because you do not need salesmanship to convince them that you are a match. Precisely communicating your unique, authentic personal brand signal with laser-like clarity to a like-minded audience is the surest way to attract new business, to spontaneously spark word-of-mouth advertising, and also to generate unlimited referrals.

By far, the best channel, system, vehicle or medium of communication to reach other people like you who will like you because you are like them, is through your blog. To be a market leader today, you must gain visibility, you must be seen where your target market shows up, which now is on the internet. It may take some getting used to, but the surest way to achieve top-of-mind status in your marketplace right now is to fully embrace this communication medium.

Here are the three biggest challenges of developing your personal brand as a blogger:

Challenge #1:

The first challenge of creating your personal brand is to identify an uncontested market niche that you can passionately dominant as an expert blogger. The fierce competition for attention on the internet now makes it an imperative to create a personal brand as a blogger, one that enables you to instantly stand out from your competition.

Challenge #2:

The second challenge of personal branding is crafting your marketing message. Your message (expressed through graphics, text, photos and video) must concisely convey your unique, authentic personality and your extraordinary promise of value. Your message must be delivered precisely and swiftly. That is the true measurement of an effective personal brand.

Challenge #3:

The third challenge of personal branding is consistency. You must blog consistently to maintain visibility and sustain top of mind status. You must consistently stay on your brand signal and maintain your authenticity.

To triumph over these challenges you must be passionate about your subject. Otherwise, you will lose interest and bore your audience, who will simply unsubscribe. That is why leveraging your passion, your greatest asset, is so important to your success today, as a luxury real estate marketing professional.

Commercial Real Estate – Avoiding Common Pitfalls

Commercial real estate as an investment can provide great returns, but it can also cause some serious headaches if you do not do your homework and go into the deal with your eyes wide open. Commercial property can include residential multiplexes and apartment complexes as well as more traditional business and warehouse buildings. Whether you are buying commercial real estate for profit or simply to house your own company, before you buy you should do all you can to avoid the following common pitfalls.

Have a Thorough Title Search Performed

Before making any real estate purchase, whether it is residential or commercial it is essential to get a complete title search to identify any liens or other problems with the title. The title of a property is basically the history of the deed changing hands and whether or not there are any unresolved claims to the deed by previous lenders or contractors.

A title company can research the entire history of the deed from the first loan ever made on it and make sure that any liens against the property have been paid off. They also need to make sure that no one has prior claim on the property because loans or services were not completely paid for.

Understand All the Loan Terms

There are many important terms and clauses included in a commercial real estate mortgage contract. Some of the fine print may interfere with your plans for the property.

For instance, many real estate loans require you to keep your net equity up to a specified level at all times, and other call for large financial penalties if you pay off your loan, either by paying off the principal or by refinancing, before the designated years are up.

Be sure you understand exactly what your lender is requiring of you and that the terms match your own desires as well before you sign your name on any dotted lines.

Avoid Zoning Problems

There are lots of laws and statutes governing the use of land for certain purposes. If you want to operate a business in your commercial real estate, you will obviously need to make sure to buy a property in an area that is zoned by the city for business.

You should also check the surrounding areas to see how they are zoned and if the location is accommodating enough to bring in all the traffic and customers you are hoping for.

Plan for Market Fluctuations

There are no guarantees in the real estate world. The value of both residential and commercial properties is subject to ups and downs based on economic conditions and on changes in nearby development.

You have to be prepared for fluctuating tenancy rates if you use your real estate as an investment property, or for possible changes in customer base and the values of properties around yours.

All of these factors influence the worth of your real estate as well as your ability to make your mortgage payments. Make sure you choose a property that you can easily afford even during months (or years!) when the economy is not in your favor.

Using Web Sites to Help Your Real Estate Business

Good real estate agents agents are experts in their industry and are servants for their clients. However, just because you are good at what you do means your customers believe in you.

Especially in the current market, in this housing slump of 2008, you need to do everything you can to ensure your customers have 100% faith in you.

One excellent way is to have a web site. However, just throwing up anything on the web and calling it your own can have the opposite effect. Web sites are good at giving you credibility, but if it looks like your neighbor’s kid put it together, your clients may wonder if you are really legitimate. So here are some tips to make sure you create a site that is professional and works for you without breaking the bank.

  1. Don’t use free website tools. The old saying you get what you pay for typically applies. Think of your own industry here. The FSBO services seem good because they are free, but in reality you are missing out on the benefits of working with an agent. Same holds true here. If you go for something free, you are very likely to create a pile of junk that nobody wants to visit.
  2. Buy a .com domain name. Keep it simple, if your name is available, make it If you work for a small company, try your If that’s not available, you can always add the city name in front or behind your company. For example OR Use whatever has a better ring to it. Don’t use a .net or other domain extension. The standard is .com. You don’t want someone typing in .com when in reality you are .net and going to another business, or worse, a spam web page.
  3. Get a professional logo. Your logo is your brand. Even if you go by your name only or work with a company like ReMax, you should have your own logo. Why? Logos build credibility, and are unique to your business. That way when clients see a logo they think of you. Logos don’t have to be expensive.
  4. Hire someone to design your site. There are great, cheap tools that come with many hosting/domain companies like Network Solutions or Go Daddy, but if you use the generic free templates you will look generic and not professional. Again, this is something that you don’t have to pay an arm and a leg for. Many times you can get away with paying just a few hundred dollars up front.
  5. Put your web site on your business card. Once you have a nice site, be sure to get it out there. Get it on your business card and other marketing materials. This will be one more outlet for you to show off your new site, and build up that credibility that you need.