Luxury Real Estate Blog

A Lesson In Branding

Posted by Jack on Jun 6, 2022 | One Comment

Last week, we discussed how to fulfill your brand’s promise. This week, I’m going to share a story about a brand that fulfilled its promise and I think it would be the perfect lesson for this branding series.

This is a story I think about often when I reflect on branding and how it can change the way your clients see your brand, and potentially be what gets you your future leads.

A Failed Promise

I once drove to a listing appointment and thought about how much I really disliked my car.

This was the third Escalade I owned. Although it was relatively new at the time, it drove like it had 200,000 miles. The car would constantly rattle and weave all over the road. As a Real Estate agent, you are constantly driving around, so I needed a car I could rely on and this obviously wasn’t that car for me.

As a result, I started shopping for new cars.

Buying a new car really got me thinking about branding and the promise of a brand. My car certainly did not meet the promise of the brand and I was left to think of brands I thought would meet their promise.

My mind instantly thought of the Volkswagen Phaeton that came out years ago.

The Phaeton was a beautiful handcrafted car with a V12 engine. It had lots of wood and leather. It was a high-end luxury car priced at $100,000. Although it did not sell well, Volkswagen figured out a way to double the price and sell many cars.

Watch this video and learn what Volkswagen implemented to sell more cars.