RUHM Luxury Marketing, Public Relations, & Advice for Luxury Sellers

08/13/18 • 29 min

This week, Mark Fitzpatrick, founder and CEO of RUHM Luxury Marketing, shares the story behind his successful creative marketing agency.
In a discussion centered around stories and examples, Mark and I share insights on luxury marketing and talk about fresh approaches to public relations.
Are you trying to market and sell your luxury home? If so, listen all the way through to find actionable advice for sellers in today’s luxury market.
***IN THIS EPISODE, YOU'LL DISCOVER***

How RUHM Luxury Marketing got started
One thing even the best luxury agents can lack
How emotions relate to luxury marketing
How RUHM presents and rolls out marketing campaigns
The concept of seller-paid marketing
Why selling a luxury home is a team effort
What goes into a big marketing project like RUHM’s Park Lane campaign
Why public relations is important
Mark’s theory about PR companies
The value of quality marketing content
Advice for luxury home sellers
How to find a real estate team that can handle your marketing needs
What marketing assets are most compelling

***MEMORABLE QUOTES***

“If you think about selling $5 million worth of product at any company, you bet there’s going to be an up front investment into the marketing of that product.”
“On a luxury product, it’s the emotions that are going to make a difference between potentially millions of dollars.”
“In the luxury market, you’re not always just competing with the homes in the neighborhood. You can be competing with homes in different cities.”
“You don’t need 100 years of relationships and history as a PR company. What you need today is really, really good content.”
“There’s no shelf life to an ad.”

***ABOUT THIS WEEK'S GUEST***
Mark Fitzpatrick is a Boise, Idaho based entrepreneur and CEO with more than 15+ years of experience in real estate, marketing, and business development. He carries a proven track record for successful company launches, profit building, and innovation.
His company, RUHM, creates marketing products and digital-sales platforms for luxury residential developments, hotels, and resorts. RUHM’s past and current clients include: Montage Hotels and Resorts, Kobayashi Group (Hawaii), The MacNaughton Group (Hawaii), Nike Soccer, architects responsible for the design of the Bellagio, Caesar’s Palace and Mandalay Bay (Macau) and former key senior executive of one of the world’s leading New York private-equity firms.
***GET IN TOUCH WITH MARK***
Website: RUHM.com
Phone Number: 949-891-0177
Email: [email protected]
***ABOUT THE SHOW***
Welcome to Luxury Real Estate Talk, where you get expert advice on buying and selling Luxury Real Estate.
Learn from the best and brightest real estate agents, brokers, and other professionals, as they share real-life stories about the art and business of listing, marketing, selling, and buying high-end homes.
Through casual but insightful conversations, the Talk’s host Rob Jensen will help you master your understanding of the luxury real estate market.
Rob is the President and Owner/Broker of the Rob Jensen Company, which specializes in working with buyers and sellers in guard gated communities in Summerlin, Las Vegas, and Henderson, Nevada.
Rob's 15+ years of local industry expertise have made him a sought after real estate expert source with the media. He’s served as a guest commentator for numerous national broadcast television networks including MSNBC and BRAVO. He has also provided content and commentary to The Wall Street Journal, Forbes.com, BusinessWeek.com, the Las Vegas Review-Journal, Real Estate Executive magazine, Growing Wealth magazine, and the Los Angeles Times, among others. Additionally, Rob has penned a recurr

How RUHM Luxury Marketing got started
One thing even the best luxury agents can lack
How emotions relate to luxury marketing
How RUHM presents and rolls out marketing campaigns
The concept of seller-paid marketing
Why selling a luxury home is a team effort
What goes into a big marketing project like RUHM’s Park Lane campaign
Why public relations is important
Mark’s theory about PR companies
The value of quality marketing content
Advice for luxury home sellers
How to find a real estate team that can handle your marketing needs
What marketing assets are most compelling

***MEMORABLE QUOTES***

“If you think about selling $5 million worth of product at any company, you bet there’s going to be an up front investment into the marketing of that product.”
“On a luxury product, it’s the emotions that are going to make a difference between potentially millions of dollars.”
“In the luxury market, you’re not always just competing with the homes in the neighborhood. You can be competing with homes in different cities.”
“You don’t need 100 years of relationships and history as a PR company. What you need today is really, really good content.”
“There’s no shelf life to an ad.”

Previous Episode

Armchair Experts, Lifestyle Marketing, & Print Advertising

This week, Terry Cohen—constantly ranked in the Top 1% of Agents Nationwide by the Wall Street Journal—shares her insight on a variety of luxury real estate topics, from navigating Broker/client relationships to lifestyle marketing and print media.
There’s a wealth of information available to so-called “armchair experts” these days, so what are buyers and sellers supposed to make of it all? In this one-on-one talk, Terry and I discuss all of this and more.
***IN THIS EPISODE, YOU'LL DISCOVER***

How to sort through all the knowledge available to buyers.
Why the right Broker can help you make the best decisions.
Ways to work with your Broker as a team.
Why “armchair experts” are so common these days.
Unrealistic expectations buyers have about getting a good deal.
The truth behind deep discounts.
Tips for pricing right.
Terry’s definition of value.
Whether price reductions make a seller look desperate.
What kind of social media marketing is working for Terry.
The importance of informative marketing.
Innovative lifestyle marketing ideas.
Whether print advertising is useful.
How to find qualified buyers through print.
Insights on Facebook’s organic reach.

***MEMORABLE QUOTES***

“If you have the right broker with you, you’ll end up getting the right house at the right price at the right time for yourself.”
“It’s our job as Brokers to make sure that the buyer understands and has trust in what we say.”
“Value isn’t necessarily a percentage off, it’s what you’re getting for the number.”
“There are always buyers out there who watch too much real estate TV and will offer some silly price out of the gate.”
“Being priced right and having the value there—that’s the most important thing.”
“You never know where a buyer will come from, so use all sorts of media.”
“Exposure is the name of the game.”

***ABOUT THIS WEEK'S GUEST***
Terry Cohen joined Saunders & Associates as one of the first agents of this fast growing luxury real estate firm in the Hamptons. Since then she has participated in real estate sales exceeding $1 Billion.
The Hamptons real estate market is dynamic, always evolving, and it is essential for a good agent to understand changing market conditions and trends in every category. Terry knows that buyers are smarter than ever, and to best serve their needs it's essential for agents to respect the buyer's knowledge, to understand each client's unique needs, and to thoroughly understand the properties they represent.
Terry is dynamic and hardworking, and her knowledge base is constantly evolving. She deals with properties between one million and fifty million. Her integrity and loyalty have earned her repeat customers and personal relationships that endure well beyond the closing of the sale. These relationships that Terry has formed with the buyers, sellers and renters who continue to refer her and rely on her attentive service are the foundations of her success selling Hamptons real estate.
***GET IN TOUCH WITH TERRY***
Website: terrycohenrealestate.com
Phone Number: 631-804-6100
Email: [email protected]
***ABOUT THE SHOW***
Welcome to Luxury Real Estate Talk, where you get expert advice on buying and selling Luxury Real Estate.
Learn from the best and brightest real estate agents, brokers, and other professionals, as they share real-life stories about the art and business of listing, marketing, selling, and buying high-end homes.
Through casual but insightful conversations, the Talk’s host Rob Jensen will help you master your understanding of the luxury real estate market.
Rob is the President and Owner/Broker of the Rob Jensen Company, which specializes in working with buyers

Next Episode

Marketing Dated Properties, Trusting Your Agent, & Winning Bidding Wars

New construction can be stiff competition for resale homes.
In this insightful interview with luxury real estate experts Jared Barnett and Augusto Bittencourt—the dynamic duo behind The Barnett-Bittencourt Team in New York City—discover creative solutions to deal with buyers’ #1 complaint: “It needs too much work.”
In this episode, we also discuss actionable advice for luxury real estate buyers and sellers, from avoiding pricing mistakes to winning bidding wars.
***IN THIS EPISODE, YOU'LL DISCOVER***

A common pricing mistake that sellers are making.
What “comparables” actually are.
How interest rates, tax reform, and new developments are affecting the market in New York.
Strategic marketing approaches to push and sell properties.
How video has made a huge effect on Barnett-Bittencourt’s business.
What it means to create “first-class” marketing materials.
Tips for marketing properties that need renovations.
How mockups, virtual staging, and renderings can help sell dated properties.
Why building rapport with buyers matters.
Advice on how to win a bidding war

***MEMORABLE QUOTES***

“When pricing, only use comparables from the last 3 to 6 months.” - Jared Barnett
“Invest in the details to stand out in today’s market.” - Augusto Bittencourt
“No buyer likes uncertainty.” - Jared Barnett
“A good agent is like a catalyst that makes the desired result happen.” - Rob Jensen
“Your typical luxury buyer doesn’t always fit into the box that banks want to see.” - Rob Jensen
“I’m never going to push a buyer to buy, but I will push them to learn the market.” - Rob Jensen

***ABOUT THIS WEEK'S GUEST***
The Barnett-Bittencourt Team at Compass, founded and headed by top-producing brokers Jared Barnett and Augusto Bittencourt, are proud to possess over 15+ years of proven success and real estate experience in the NYC market.
At their previous firm, from 2013–2017 they consistently ranked among the top 5% of agents by total sales volume. They have broken many sales records for their listings and serve the discerning needs of local and international clientele — from celebrities to CEOs.
With unparalleled knowledge of the real estate market, design, development, and architecture, The Barnett-Bittencourt Team is able to offer vital insight to their loyal list of exclusive clients. In addition to their dedication to quality service, clients enjoy working with Jared and Augusto because of their personable, approachable, and optimistic outlook, which brings a unique level of energy to every deal.
The Barnett-Bittencourt Team is recognized throughout the industry — being featured on Million Dollar Listings and are sought after consultants for outlets such as Realtor.com, Lending Tree, Property Shark, live radio shows, and podcasts.
Whether a developer, first-time buyer, seller, or investor, The Barnett-Bittencourt Team offers the highest level of service and knowledge to every client.
***GET IN TOUCH WITH THE BARNETT-BITTENCOURT TEAM***
Website: Barnett-Bittencourt.com
Email: [email protected]
Instagram: @barnett_bittencourt
***ABOUT THE SHOW***
Welcome to Luxury Real Estate Talk, where you get expert advice on buying and selling Luxury Real Estate.
Learn from the best and brightest real estate agents, brokers, and other professionals, as they share real-life stories about the art and business of listing, marketing, selling, and buying high-end homes.
Through casual but insightful conversations, the Talk’s host Rob Jensen will help you master your understanding of the luxury real estate market.
Rob is the President and Owner/Broker of the Rob Jensen Company, which specializes in working with buyers and sellers in guard