LUXURY REAL ESTATE MARKETING ESSENTIALS
By Ron & Alexandra Seigel, Partners--Napa Consultants, International
As a luxury real estate marketing professional you must sharply
differentiate yourself from you competitors, especially if market
leadership is your quest. We say, "Stand out or Bow out!" Here is a
powerful lesson in personal brand differentiation from arguably the
best-in-class dessert wine in the world, Chateau D'Yquem, from the
Bordeaux region in France.
In the ever-growing worldwide marketplace of wines, the finest wines
are distinguished not just by price but also by their place of origin.
This principle of geographic differentiation is based on a French word,
"terroir". The basic components of terroir are climate, soil type and
topography. Wine labels will often identify the estate on which that
wine was grown, or the particular section of the vineyard because there
can be micro-climates in each section.
The concept of geographic differentiation was in practice by the
ancient Greeks. As they poured the wine into the amphoras, they would
stamp the wine's region on the seal. It is said that the Benedictine
monks went as far as tasting the soil in the different parcels in which
their wines grew, because one could taste the variations in terroirs in
the same wine.
Sauternes wines are sweet wines balanced with acidity. The most
famous of them is Chateau D'Yquem, which Thomas Jefferson hailed as
"the best white wine of France". Aficionados still agree with that
assessment when it comes to pairing it with their foie gras. At an
auction in London in 2006, a 135-year "vertical" (containing every
vintage from 1860 to 2003) was sold for a record price of $1.5 million.
The estate next to Chateau D'Yquem also produces excellent Sauternes
wine. However, it is not as highly rated as its neighbor, because its
terroir is different.
Terroir is at the core of brand differentiation in wines because it
is the result of natural forces. Your DNA, what makes you unique, is
akin to the terroir of the great wines. To articulate your personal
brand, drill deep into the ground of your being. You will discover your
personal core values, what you stand for and also what you love to do
the most in life. Do the same for your geographic marketplace by
identifying what makes it unique, and also what you and others love the
most about it. When you passionately express your personal brand in
terms of the terroir of your soul and the soul of your marketplace, you
will certainly stand out from your completion.