Marketing Luxury Real Estate: Three Tips for Success in 2014 - Part 3

Your Brand Has to Have Soul & Be Inspirational

As a luxury real estate marketing professional, it is essential to discover the SOUL of your personal or company brand and create an INSPIRATIONAL BRAND STORY. Doing so is a surefire path to market leadership.

Think of a company that has inspired you. Have you ever flown Southwest Airlines? This is one of the brands we love, mainly because of the ease and simplicity of making or changing reservations, their on-time record and also the remarkable friendliness of their employees. Here is a company with SOUL!

If Southwest Airlines has soul, Zappos, the online shoe store that put 2-way no-cost shipping on the map and sold to Amazon for over $1Billion, has both SOUL and an INSPIRATIONAL BRAND STORY. The title of the best seller, Delivering Happiness, written by Zappos’ CEO Tony Hsieh, says everything about his management style and the company purpose.

Like Trader Joe’s (covered in Part 2 of this series), the high employee morale in Southwest Airlines and Zappos is palpable. Employee morale contributes mightily to customer engagement via word-of-mouth marketing and also customer loyalty.

But, why should you strive to uncover and mine your own personal or company brand’s “inspirational DNA”? A survey conducted by Performance Inspiration shows what consumers do when a company inspires them:

86% of respondents say they would recommend the company to friends and family

82% percent would be loyal to that company

92% would share their experience with others

71% reported they would spend more on a company that inspires them

Old Spice came out with a commercial that embodies all three essential elements that we cover in this article series, LOVE, SOUL & INSPIRATION (inspirational because it went "viral" with over 3 million views when we saw it). The theme, "Smellcome to Manhood", brilliantly targets and communicates to boys who are coming of age, and also moms who might buy it for their sons (if they let their sons grow up). It is a must see and is far better than most Superbowl commercials. What a coup for a heritage brand looking to reach its next generation of consumers. Enjoy...

Spend some time uncovering and mining your own inspirational DNA. It needs to be demonstrated not just superficially, but through every interaction you have your associates, your current clients and also your entire sphere of influence.

Written by Ron & Alexandra Seigel-

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