Luxury Real Estate Blogging

3 Tips for Attracting High-Net-Worth Clients

By Ron & Alexandra Seigel, Managing Partners – Napa Consultants, International

Arizona REALTOR® Magazine — July 2011

Writing a luxury real estate marketing blog is a great way to attract high-net-worth buyers as clients. The rewards can be spectacular if your content is original and you offer extraordinary value to your readers.  When you blog, you become a researcher, a reporter and a syndicated columnist. You must develop a unique voice that is in a class unto itself. You need a special bent, a distinct perspective that is compelling enough to attract readers who follow your blog from one post to the next.

Here are three tips to attract high-net-worth clients through blogging:

1. Focused Research

With focused research, you can offer your blog readers more insight than your competitors, even if they are covering the same story in their blog.  All you need is curiosity, and research becomes a true joy.

Are your clients interested in luxury cars? Visit the Rolls Royce showroom to see what’s new or to highlight a particular feature of the brand. For example, you could point out to your readers that the 2011 Rolls Royce Ghost has an umbrella conveniently tucked into the door—perfect for a sudden monsoon downpour.

Your research can also extend the unique voice that you bring to your blog. If you love good food, perhaps you will review high-end restaurants in your area. If you volunteer with a charity, you might write about an upcoming gala fundraiser.

2. Become Fluent in the Language of Luxury™

You do not necessarily need to speak a foreign language to work with international buyers or to build an audience of high-net-worth readers for your blog. Understanding cultural preferences helps to establish a bond with your new clients and your blog readers. However, affluence is a culture that has no geographic boundaries.  It is imperative, therefore, that you become fluent in the language of luxury, i.e., in the things and experiences that the wealthy of the world value most. To relate to a high-net-worth audience, you must speak their language.

For example, you want to be familiar with the materials and features these clients seek in a luxury home. Visit high-end showrooms and talk with the salespeople so that you know the benefits of a Wolf stove or how to tell the difference between granite, marble and travertine. Consider turning these visits into blog posts.

3. Acquire an Abundant Mindset

The greatest value you can offer to your readers is your own abundant mindset expressed in everything you write. Affluence begins with an abundant state of mind. One of the best ways to stand out as a luxury real estate marketing professional is to hold the vision of a vibrant economic future, yours in particular. View the present marketplace as a place of opportunity rather than focusing on the perspective presented to us by the media and other naysayers.  What is true is that some luxury homes are selling in most upper-tier marketplaces. The question is, “Are you in the ‘rosy’ part of that picture?”

Maintaining a positive point of view definitely requires continuous practice. You do not need to hide from the negative; the trick is not to DWELL on it. Just “accentuate the positive,” as the song says. 

Here are some actions you can take right away to acquire an abundant mindset:

• Appreciate someone or something around you.
• Focus on something beautiful, such as your pet, a flower, a tree or the abundance of fruit that is currently in season.
• Distract yourself with a few deep breaths.
• Take a walk around the block or exercise.
• Give a sincere compliment, or two, or three.
• Share some good news.

To attract high-net-worth clients through your blog, take the time to research what you write, become fluent in the language of luxury and acquire an abundant mindset. That will help you connect to and form a strong bond with your audience. This is a sure way to earn their trust and the big commissions associated with marketing luxury real estate.

Ron and Alexandra Seigel are the managing partners of Napa Consultants, International. With a 20-year-background as broker/owners of a commercial real estate firm in Beverly Hills, California, they help real estate professionals out-think (not out-spend) their competition and become the "breakaway" brand in their marketplace. The Seigels are also the community founders of Language of Luxury, one of the fastest growing luxury real estate professional networks on social media today, which offers practical insight on how to attract and better serve high-net-worth clients.