Marketing Luxury Real Estate: When Should Your Name Become Your Personal Brand?

There is a debate that still continues about using your name as your personal brand in luxury real estate marketing. Here is the best test to determine when it is advisable to do so: Ask yourself, “Are you ready to achieve celebrity status in your marketplace?” If you are prepared to have your name stand for a particular market niche that you can dominate, we say, “Go for it!”

Think of some of the most recognizable personal brands: Martha, Seal, Sting, Cher, Lance, [the] Donald, Kobe, and Coco. What category of celebrity comes to mind for each?

Channel is one of the most famous fashion design houses in the world. And, the company founder, Gabrielle Bonheur “Coco” Chanel, was one of the most highly recognized personal brands in her time. In fact, she was the only person to be named in the field of fashion on the Time [Magazine] Top 100: The Most Important People of the [20th] Century. Coco was a modernist who stood for the pursuit of expensive simplicity which is the most enduring core value of the Chanel company brand

Coco’s design standards were exacting. And, she was a task-master who insisted that her clothes reflect her personal, exacting impeccable standards. We know this first hand as Alexandra’s grandmother was a master finishing seamstress for Chanel in Paris as young woman. The attention to detail was relentless.

Clearly, Coco enjoyed top-of-mind status in the field of high fashion as a personal brand, a status that extends to the company brand as well, to this day. Top-of-mind is the goal of any luxury real estate marketing professional who is aiming for market leadership and celebrity status.

Are you ready for celebrity status in your luxury real estate marketplace? If not, you might want to consider a different tact when approaching your personal branding, other than using your name as your brand.

Luxury Real Estate Marketing Essentials – How to Distinguish Your Personal Brand

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.

The Fundamentals of Real Estate Appraisals That You Should Know

It is of importance that home buyers know the fundamentals of the complex process of buying properties in real estate. An appraisal, which is an essential part of the whole process, is one of the things you should understand. If you are about to purchase a house you have chosen among the available Holly Springs homes for sale, it’s advisable to be aware of its basics.

An appraisal is the estimation of a home’s value made by an impartial third party. It can be acquired by means of matching up similar homes that were just sold recently to the one that is being discussed, which is known or referred to as the subject property. Real estate appraisals assist in determining the market value of the homes, which is the estimated price it will receive if it was sold in a marketplace that is open and competitive.

There are some buyers who fail to differentiate between a real estate appraisal and a comparative market analysis or CMA, so it is important to be aware of these things. A CMA is used to aid sellers in establishing a rational asking price for a house, whereas an appraisal report assists in determining the market value of a home. An appraiser’s report is more inclusive and thorough; it is the only assessment report that lenders take into consideration when settling on whether or not to loan money.

A real estate appraisal is performed by an appraiser, someone who is licensed by his/her own state after fulfilling coursework, as well as a certain number of hours of internship that make appraisers aware of the real estate marketplaces.

During appraisal, the lender may choose an appraiser from its staff or just use an independent one; also, you might be given permission to select the one you want, but if it is someone who the lender doesn’t know well, the report may be put through an assessment before it gets accepted. You should keep in mind that the appraiser has to be an unbiased third party who does not have any financial link or other association to anyone who is involved in the arrangement. In addition, it is highly possible that you would be the one who’ll fund the appraisal if you’re submitting a loan application.

Real estate appraisals are profound and comprehensive reports. Some of the things stated in an appraiser’s report include, but are not limited to, the following:

– A valuation of the whole real estate marketplace in a certain place.
– Elements of the subject property, together with allegories of three similar homes.
– Remarks concerning badly defective elements (for instance, a collapsing foundation)
– Accounts concerning problems that is deemed by the appraiser as detrimental to the value of the house; for example, a bad entrance to the home.
– The sort of area where the house is located, such as in a development, stand alone acreage, and so on.
– An approximation of the property’s standard sales time.

Purchasing a house in Holly Springs real estate is not that simple. There area lot of things you should be aware of and take into consideration. It can be very difficult, but once you own the house of your dreams, everything would just be worth it.