Luxury Real Estate Marketing Essentials - The Definition of Luxury
By Ron Seigel and Alexandra Seigel 

If you are or aspire to become a luxury real estate marketing professional, it is important to have a clear definition of what luxury really is. The word luxury has become ubiquitous with marketing anything expensive. What makes something truly luxurious? Does it have to be expensive, rare, or just have a name brand? Is there such a thing as free luxury?

Luxury used to connote a product or service with a history of tradition, impeccable quality, and a pleasurable buying experience. It was associated with the highest standards of materials and production and only the most skillful artisans were allowed to work on these items. When those items were sold, the potential customers were treated to an experience of shopping that matched the quality of the item sold.

Men picked out fabrics for their handmade suits as they sipped the finest coffees or liquors provided by the establishments. They made appointments for fittings assuring a perfect fit. Shopping was theater. If the suit was damaged in any way, you could bring it back to have a whole rewoven, a seam repaired, or a button replaced, at no additional cost.

Women were treated to a fashion show while sipping champagne and munching finger sandwiches or sipping teas. They were invited to a large dressing room to try the clothing on with a seamstress at hand to modify the article if necessary.

In "luxury" hotels staffs were trained to exceed and anticipate a guest's expectations. The concierge in these hotels understands guest's needs and can recommend restaurants because they have eaten there. The elite concierge distinguishes himself/herself as a member of "The Golden Keys", and they display those on their lapels. They earn these keys by knowing their cities intimately and recommending to a guest a unique visit or perspective suited to that individual. The best, and only the best, was the norm for these establishments.

Some brands maintain the standards of luxury. Others don't; they imitate. It is important to understand all aspects of quality and grade of different items. Just because a brand name is on a pair of sunglasses is no guarantee that the finest materials in manufacturing were used. It means that the brand licensed its name for those sunglasses.

You have to know whether or not they are worth the price. Unparalleled service has no imitators. It is great or it isn't.

Ultimately luxury is appreciation, and appreciation is a personal point of view. So the item, the service or the brand's value is in the eyes and the psyche of the beholder. It does not require possession. Appreciation is free. Expressing one's appreciation feels great. In the words of designer, Jeffrey Bilhuber, "I love luxury. I am convinced that luxury is part of what makes us human, that it brings us beauty and pleasure... It is inspiration and aspiration, something taught, something learned -- an evolving appreciation of good, better, best."

Free luxury surrounds us everywhere we go. It is evident in nature's perfection, as even a snowflake is uniquely different from its counterparts. Free luxury can be seen in the vivid coloration of tropical birds, flowers, sea life, ocean waves, sea shells, etc. Finally, the ultimate luxury is life, itself, if you can simply appreciate it. And, so many of the best things in life are free.

What is your definition of luxury?

Ron and Alexandra Seigel are the managing partners of Napa Consultants, International the leading luxury real estate marketing firm, specializing in web design, personal branding, and company branding. Gain the competitive edge in your luxury real estate marketplace. Visit our highly acclaimed blog, the Language of Luxury. "Get Fluent. Get Affluent!" Learn more about gaining and sustaining market leadership at http://www.NapaConsultants.com

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