May 19

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Lifestyle Branding: Why it Matters — Sherry Chris


People aren’t buying homes anymore, people are buying a lifestyle.

Apple and Harley Davidson are lifestyle brands.  They command extreme loyalty from their consumers.  Branding is all about differentiating yourself from your competitors and speaking to your consumers about what they want.

Harley speaks directly to consumers not about motorcycles and how great they are, but about who their consumers are and more importantly who they want to be.

Tip – Focus your lifestyle brand on a neighborhood or a community.  Focus on delighting and surprising your niche consumer.

86% of consumers will pay more for a product if they like it.  What that means for you – don’t compete on price, compete on service! (Harley and Apple are 2 price leaders in their industries.)

What the leaders in real estate are doing:

  • Office space isn’t necessary.
  • Use free and simple technology.
  • Social media is at the core of their business.
  • Customer service is first and foremost!

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