Luxury Real Estate Defined
I would like to talk about the definition of luxury. There are seven facets that make up the definition luxury. Here we go:
1. Luxury meets then exceeds the needs and expectations of the client. Luxury is always a surprise and delight. Think about any luxury product you have bought or visited in a store, and you will note the truth of this statement.
2. Luxury is pleasant and easy to work with. It is polite, responsive, trustworthy, discreet and attentive. Luxury is pleasant to work with. You need to be, as well.
3. Luxury and everything surrounding it, looks the part. This applies to your dress and your appearance. Maybe you are in a resort market for example and think that means you show up with shorts and sandals. That is your call, but I do not think so. Your speech, your collateral materials, your written word – are all elements by which you are judged. Make sure you reflect luxury.
4. Luxury is solution-based. Luxury has minimal hassle, minimal problems, and always stands behind itself.
5. Luxury is responsive. Problems are always inevitable in any aspect of our lives. It is not what you are dealt with but how you deal with what you are dealt with that is important. Responses to problems needs to be quick and efficient. Do everything possible to fix a problem when it arises.
6. Luxury is beyond comparison. Let me ask you – when is the last time you saw an advertisement for Porsche that compared Porsche to Ferrari, or when is the last time you saw an advertisement for a Bentley that compared itself to a Maybach? You do not see that because these brands know that luxury has no comparison. Luxury stands on its own. So should you.
7. Luxury improves over time. Tony Robbins has a term, “CANI”: constant and never-ending improvement. If you could improve your services, skills and proficiency at one percent a day, or one percent a week, or one percent a month, the result at the end of the year will be extraordinary. What a goal.
In conclusion, luxury is beyond comparison, meets and exceeds expectations and is committed to constant and never-ending improvement. .
Until next time, make it a great week. If you have any questions, you can e-mail me, Jack@JackCotton.com, and do not forget, if you bought my book “Selling Luxury Homes” you can fill out a form and get a free 20-minute phone consultation with me. Make it a great week.
