Luxury Real Estate Marketing Essentials – A Chinese Luxury Brand is Born

As a luxury real estate marketing professional, it is important to understand how a luxury brand is born and how it is developed. Here is an example of the challenges in developing the first Chinese Luxury Jewelry brand, Qeelin.

The founder Dennis Chan knew that he could not launch Qeelin in China. The Chinese marketplace would perceive it as a local brand regardless of the quality of the product. He knew that the Chinese marketplace would accept the brand if it was successful in other countries.

The brand was launched at the Cannes Film Festival in 2004. Maggie Cheung, who won the Best Actress award, wore the jewelry. Because she was the first Asian actress to be given this honor, she received worldwide coverage. And, so did the jewelry!

The first sale was made in Paris. They chose Paris as the first point of sale because the world of jewelry in Paris demands the very best. That challenged the partners to strive for and to achieve their potential.

The Results:

“We are currently perceived as an international luxury brand originating from China, and we have a good portion of our clients who are mainland Chinese.”

Qeelin’s target market is women who love haute jewelry (highest quality) from luxury brands. They have a discerning eye and look for handmade pieces with special stones. They do not follow trends; they follow what they consider to be the best.

The style of the designs reflect Chan’s Chinese heritage. One of the standouts is the Qin Qin (kiss-kiss, in Mandarin) goldfish pendant with magnets embedded within the golden lips. Chan explains, “The design has the ability to surprise and give our customers a little bit of a thrill through the unexpected.”

As you launch and build your own personal brand as a luxury real estate marketing professional it is important to understand your target market, i.e., their demographics. It is also important to understand their psychological preferences-their psychographics. By offering the unexpected such as a remarkable closing gift, you too can surprise and thrill your clients and trigger word-of-mouth advertising.

Essentials Of Marketing, Sales, And Selling Real Estate

Some people, appear to believe, the only thing needed, to successfully, sell one’s home, is making the decision to do so, and, offering it, for sale, advertising it, etc. Statistics indicate, in the vast number of instances, when homeowners use a professional, to sell their houses, they benefit, by receiving, a higher selling price, with less stress/ hassle/ inconvenience, and doing so, in a shorter period of time. Professional real estate agents understand the market, nuances, methods/ techniques, and serve, and represent their client’s best interests. With that in mind, this article will attempt to, briefly, consider, examine, review, and discuss, some of the essentials of marketing, sales, and selling real estate.

1. Marketing: The process should begin, with client, and agent, being on the same – page, and agreeing to how to proceed, to achieve the homeowner’s objectives and priorities. One should hire an agent, who perceives and conceives of, creates, develops, explains thoroughly (to client’s satisfaction, and understanding), the components of his marketing plan, and the reasoning, and rationale, which makes it make sense, and achieve the primary objectives. Marketing must include: determining the home’s niche; prioritizing approaches; determining the best options and alternatives, etc; considering media choices, and deciding, which ones, might make the most sense, for the particular property; a marketing budget; and; fully explaining the reasoning behind the listing price, and the essentials of making price adjustments, if necessary.

2. Sales: Many, falsely, believe, sales, and selling, are the same! Sales, is a process, and approach, using the tried – and – proven approaches, without thinking, outside – the – box! It means creating a plan of action, in order to maximize the results, which a client, might achieve, and receive.

3. Selling: Unlike sales, selling is a consistent, proactive, activity, which emphasizes, closing – the – deal! It is, when performed properly, and effectively, both, an art, and a science. The art is the technique, which includes: attracting buyers, and other agents; articulating an inspiring, motivating, message, which is responsive to the potential buyers needs, goals, and priorities; matching up, the right buyer, with the right house; asking for the sale; and closing the deal. Obviously, this is not, a one – step, simplistic activity, but, rather, a well – considered, effectively trained, experience – focused, tried – and – proven, method, for achieving the goal!

If you hope to sell your home, begin by hiring the right, real estate agent, for you, who will, be able to, professionally, handle the marketing, sales, and selling of your house. Take the time, to interview agents, and hire the one, who is best for you!