EMOTION EVOKING MARKETING with Raj Qsar

Marketing is all about story telling – Stories stir emotions in us, create connections, and motivate us to act. In real estate marketing, we must learn to listen to our clients, hear them, understand them, and push THEIR story out into the market place. We are telling their story, not ours. The practice of using “beautiful design to evoke emotion” is what helped launch Raj Qsar and The Boutique Real Estate Group into a massive success. Raj felt so strongly about the need for unique design work in his company that his first hire was a graphic designer. Today, Raj is expanding his company, developing his high end branding, continuing his extensive and wildly famous listing videos, and traveling the world speaking for Inman. Tune into this special episode to learn how important it is to market with intent, and to not only listen to what others are doing, but WATCH what they are doing.

Links mentioned in this episode:

#56: Sustaining High Performance – Alyssa Hellman

Summer Winds Listing Video – The Boutique RE Group 

On this episode, you’ll learn more on:

  • You can’t be the chief of “everything” officer – you need help
  • The benefits of being open to change and being and early adapter
  • When you have no money, you have no choice. You HAVE to hustle
  • Take the tools of others and make them your own to conquer your sphere
  • Why you need to care about what the people you care about, care about
Catch Raj Qsar & Kyle Malnati

Chinese Real Estate Buying Boom Makes Good FENG SHUI A Must For Home Sellers

BY LIZ FLORA via JingDaily

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Photo Courtesy of The Boutique Real Estate Group

While many American real estate brokers would name features such as safe neighborhoods, proximity to top schools, and good sunlight as big factors upping a home’s value, some new elements are becoming equally important: stairs that don’t face the door, a stove that’s not placed below the master bedroom, and a bathroom that’s not in the center of the home. Thanks to growing Chinese demand for property in the United States, houses that align with good feng shui principles are earning big money and have propelled a cottage industry of feng shui-literate agents, developers, and design consultants in the U.S. real estate industry.

The results of a new survey by the Better Homes and Gardens Real Estate and AREAA find that the feng shui design philosophy plays a role in home selection for the vast majority Chinese-Americans. A philosophical system that translates to “wind and water” in English, feng shui is focused on harmony with the surrounding environment and has traditionally been used in China to plan the orientation, architecture, and interior design of buildings. Out of 500 Chinese-American survey respondents, a staggering 86 percent say that feng shui will play a role in their future real estate purchasing decisions. A total of 76 percent said that they are familiar with feng shui principles, with over half of those familiar saying that they use it in their daily lives. Out of those surveyed who are homeowners, 81 percent said that feng shui had factored into their purchase.

Feng shui is already having a major effect on luxury home design in America as a result. In Arcadia, California, an upscale suburb of Los Angeles nicknamed the “Chinese Beverly Hills” due to its large Chinese population, developers are buying up older houses devoid of feng shui influences, tearing them down, and constructing new ones following the proper rules governing the flow of qi, or the invisible forces that govern the universe, according to the philosophy. This includes not only floor plan and layout, but the placement of the home itself—developers are most interested in buying lots that are in the middle of the block and facing south, while corner homes are less auspicious.

11 Ivanhoe, Irvine, Ca 92602

Photo Courtesy of The Boutique Real Estate Group

These principles are being employed at luxury developments across America as feng shui experts are called in to guide designers on how to appeal to wealthy Chinese real estate investors flocking to the United States, after they spent $22 billion on U.S. property last year. In Queens, New York, a condominium development called The Grand at View Sky Parc placed entrances in a way that would prevent the flow of negative energies, while strategically placing stones, plants, water, and wood in its rooftop park. Meanwhile, the waterfront Ritz-Carlton Residences in Miami Beach employed Hong Kong feng shui expert Patrick Wong to make sure the design and decor of the building were feng shui-compliant for its properties, which range from $2 million to $40 million.

This big investment in feng shui can lead to some major profits for developers, as a total of 79 percent of survey respondents said they would pay an average of 16 percent more for a home with proper design. Meanwhile, 90 percent of respondents said that they believe implementing feng shui elements will help improve a home’s resale value. Agents with knowledge of feng shui are especially prone to success with Chinese buyers, as 36 percent said they wouldn’t even work with an agent with no knowledge of feng shui.

For home sellers, poor feng shui now comes at a price, since many respondents saw negative elements as “deal breakers.” A home being at the end of a dead-end street is the worst, and would prevent 31 percent of those surveyed from buying it, while 29 percent wouldn’t buy a house with stairs directly facing the front door or with a sloped backyard, and 24 percent couldn’t accept front and back doors aligned with one another.

Feng shui, of course, isn’t the only important selling point for a home marketed to Chinese buyers. In Arcadia, new homes are also being tricked out with wine cellars, marble-lined double-entry halls, multiple master-bedroom suites to accommodate extended family, and separate “wok kitchens.”

 

33 People Who Are Changing the Real Estate Industry

via Inman Select

No points for tweeting, schmoozing or defending the status quo

In 1982, the Internet protocol suite (TCP/IP) was introduced which in effect, launched the Internet. Nothing has done more to transform culture, the economy and real estate in the last three decades. In honor of the 33rd anniversary, we are recognizing 33 people who are changing or will change the real estate industry in 2015 and beyond. No points for tweeting, schmoozing or maintaining the status quo; this list includes only those who are poised to change the industry and are taking actions to do so.

Known as a marketing and sales team firm that happens to sell real estate, the Boutique Real Estate Group emphasizes design and digital marketing. Qsar’s team includes a creative director, interior designer and cinematographer. With a big social footprint, he is an example of what is possible in video, technology and design. @RajQsar

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Read Article Here: http://bit.ly/Inman33
Twitter List Here: http://bit.ly/Inman33twitter
Download PDF Here: http://bit.ly/Inman33pdf

2013 Next Generation Brokerage by Better Homes & Garden Real Estate and 1000 Watt Consulting

We are honored to be selected as the 2013 Next Generation Brokerage by Better Homes & Garden Real Estate and 1000 Watt Consulting.  The Boutique Real Estate Group is a new breed of real estate brokerage.  We are attracting and engaging new customers. Empowering our agents and clients with the latest, most flexible technology and building meaningful brand.

 

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The story of the real estate agent turned broker is a familiar one. A natural progression in the industry.

Raj Qsar is that broker. After working for 12 years in the business as an agent, in 2013 he opened The Boutique Real Estate Group in Orange County, Calif.

His vision? Build a brokerage that is outstanding at visual marketing.

Design is the rule, not the exception

The first rule of real estate has always been location. But Raj and his team are proving that today it’s just as much about design. Design in web and print marketing, video, and the homes themselves.

This is why Raj’s company team page contains nearly as many professional designers and creative roles as it does agents.

Bypassing a typical brokerage organizational chart, Raj’s team includes a creative director, interior designer and cinematographer. From day one, Raj has made quality design a key part of Boutique Real Estate’s unique value proposition.

“We’re a sales and marketing team, but we happen to focus on real estate,” Raj said.

Boutique’s approach to design in digital marketing really shines in their single-property websitesHDR photographyHD virtual tours and high-definition videos.

Every home is staged and professionally photographed for inclusion in custom designed print and digital marketing materials. They shoot a video of nearly every listing, and own all of the necessary equipment from cameras to lenses to lighting and sound.

“We’re a sales and marketing team, but we happen to focus on real estate.”

This treatment is engrained in the Boutique Real Estate customer experience. Raj and his team are uncompromising on this. From the full-time stager they’ve hired to the in-house videographer and graphic designer, clearly this is where the brokerage breaks the mold.

Video is the rising star

In 2010, Raj and his team started experimenting with video, realizing quickly that it paid off in terms of return on investment. “People were showing up at our open houses knowing it was us because of the videos and photography they’d seen in marketing materials,” Raj said.

“I figured out quickly, though, that hiring third-party vendors was a losing investment,” he said. That’s why he purchased all of the necessary audio and visual equipment and brought on a professional videographer to focus solely on videos.

While plenty of brokerage companies and agent teams create video in their marketing, Boutique Real Estate’s take is different. They use high production value without going over the top, subtle humor, contemporary music and an imaginative and fun approach to the typical home tour.

Check out a few of their recent property videos here, and you’ll see it feels more like you’re getting a taste of the lifestyle associated with homes than just a straight walkthrough on camera. And that’s the goal.

Natural selection

In keeping with a focus on high-quality marketing and building a unique brand around that value, Raj’s approach to recruiting is to be highly selective. “We say no to more people wanting to join us than we say yes to,” he said.

Part of this is because the whole notion behind the “boutique” brokerage is working with a highly focused small team. Also, the allure is customized marketing, which becomes challenging at a larger scale.

In general, Raj looks for sales associates who are passionate, relatable and people-oriented, and who are active participants in their community.

What lies ahead

When thinking about the future, Raj and his team remain open-minded. He likes to make sure they’re always thinking ahead to what consumers will want and need five years from now – how they’ll want to do business, how they’ll want to view properties and how agents will work best.

One goal is to open Boutique offices in select California markets, including Corona Del Mar, Napa, Palm Springs and North San Diego.

Of course, no one can predict the future, but Boutique Real Estate will continue to keep an eye on design trends and lead its real estate marketing in these same trajectories.

See more at: http://nextgenbrokerage.com/company/the-boutique-real-estate-group/#sthash.z57bEFuL.dpuf

 

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