Luxury Real Estate Marketing: Is Your Brand Shar Pei or Dull?
If you are looking for a way to stand out from the crowd as a luxury real estate marketing professional consider taking a page from the play-book of the best luxury retailers during the Holiday season. For many retail businesses the vast majority of sales occur in the last quarter of the year. With so much competition for attention how do you stand out? Fifty years ago, one major high-end retailer created a tradition that continues to WOW its customers to this day: His and Hers extravagant gifts. Do you know which retailer that is?
Stanley Marcus, of Neiman Marcus fame developed this buzz marketing strategy that still has customers eager to discover what His & Hers gift they selected for the current season and discuss it with friends. This year’s catalogue has a retrospective of their 50 year old strategy. One of our favorite gift offering is His & Her Shar Pei pups for $7750.00 back in 1983.
The Shar Pei, is known for its distinctive features of deep wrinkles and a blue-black tongue. The breed comes from China. As puppies, Shar Pei have many wrinkles but they disappear as the pups "grow into their skin". Back in 1983 they were still considered one of the world’s rarest breeds and were not recognized by the American Kennel Club until 1991.
With an abundance of choices in just about every category of service and product you have a nano-second to sharply distinguish your brand from your competition. Be Shar Pei. Don't be dull. What tradition can you create that can keep you "top-of-mind" year after year like Neiman Marcus’ His & Hers Holiday gifts has done?
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