The Psychology of Luxury in Marketing & Branding

Real Estate Agent with DFW FINE PROPERTIES 0506509

by Patricia Feager



Silver or Gold


While window shopping in Lucerne, Switzerland, I couldn't help but notice the silver and gold shoes in the window. My eyes shifted to barefoot mannequins who more closely expressed comfort my feet enjoy most of all. I'm 100% certain, the goal of the entrepreneur who designed them was to sell silver or gold shoes and still my mind drifted as to how effective persuasive marketing is to consumers. 


Luxurious thoughts swirled in my head. What a statement I would make if I purchased gold or silver shoes to show properties in Texas. Could the purchase of one pair of shoes pay for themselves in a successful sale or would more afford me the luxury to go back to Switzerland for more shoes? After all, by then, perhaps there would be more choices, such as Ruby, Amethyst Crystal, Emerald, Pearls, or Diamonds!!! They would make an interesting branding statement!


And what about envy? Could I arrange for a girls trip & weekend in Lucerne??? The psychology of luxury sneakers for Sales Agents in Marketing and Branding had me thinking interesting thoughts! Better yet, I could keep the secret to myself and not tell the girls where I bought them; then I might be the most persuasive Agent in the Dallas area! 


Why does branding invoke so much thought and conversation.  Without data to support it, some entrepreneurs take risks that others don't. When it comes to gold or silver shoes, it is a personal preference or making a statement to put thoughts about you into other people's heads. 


But what about consumers? As a consumer of a potential pair of silver or gold sneakers, would clients frown and look down on me and my shoes and shop for a different agent who was real and more comfortable to their liking? An Agent spends their lifetime career trying to figure out ways to market and create successful branding ideas. 


The truth is... It all depends on what the consumer is looking for and they may not even care how an Agent dresses or what type of shoes they wear. If the consumer is out to buy a house, their focus is on their needs and wants, location, and affordability. I'm pretty sure they don't want to even know where I live or what type of house I live in, so what difference would it make what kind of sneakers or shoes I wear? 


Snap judgments create problems. I decided to keep walking in my wore out soles and later that day I kicked off the shoes and enjoyed a comfortable afternoon. As for comfortable shoes, I'm still looking.


What's my advice to consumers?


  • Be optimistic and open minded but not foolish
  • Be bold and be excited about buying something new but not stupid
  • Buy because you like it not what others think of you
  • Buy with consumer confidence because you weighed the quality with cost
  • Be wise and clarify what you need; don't imagine you're someone your not
  • Be confident in the decisions you make and not what others think


Story & Photos by Patricia Feager


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                                        2900 W Southlake Blvd, Suite 180
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                                         Patricia Feager
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                                                        TEXT: 469-951-4758


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"With self-discipline most anything is possible." --- Theodore Roosevelt 





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marti garaughty - Montreal, QC
a highly caffeinated creative type...

marti garaughty, abstract art, graphic design, marketing, WordPress consultant

Apr 19, 2018 09:39 AM #1
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hi Patricia Feager, welcome back from your fabulous trip! I think we will attract people with same taste, similar thinking and taste. For me, I don't even try to find buyers from NY anymore, it just happens. They call, email, text. 
If we speak the language of "luxury", guess what, we will attract sellers and buyers in that market. Just be yourself!

Apr 19, 2018 09:39 AM #2
Emily Chandler
RE/MAX United - Cary, NC
Helping expand our digital footprint

This is a really accurate post, especially in today's market. While I love to hear about what my local agents are doing to help out the community, I respect all their knowledge of the area, I do not want to see or care to see how many vacation, cruises, diamonds, whatever it is that they can afford. I want to feel that even though I cannot afford that 1.1 Million dollar home, my agent cares about me just as much as if it were a big sale like that. 

Apr 19, 2018 09:44 AM #3
Nina Hollander
RE/MAX Executive | Charlotte, NC - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

I'll admit it, Patricia... I have all sorts of sparkly sandals I wear all spring and summer long and my clients always notice and love them.

Apr 19, 2018 10:46 AM #4
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy


I love fun shoes, glittery, etc.  Everyone does notice them.  When we work with clients, we dress psychographic appropriate...we learned this a long time ago when we were teaching seminars all over the country on relationships.  We dressed differently in LA than we did in Aspen, and still differently in New York and Boston.  Branding and marketing when done well follow the same patterns...they differ from market to market...A

Apr 19, 2018 02:57 PM #5
George Souto
George Souto NMLS #65149 FHA, CHFA, VA Mortgages - Middletown, CT
Your Connecticut Mortgage Expert

Patricia it definately the gold ones they are totally you

Apr 19, 2018 04:34 PM #6
Rebecca Gaujot, Realtor®
Perry Wellington Realty, Adam Conrad, Broker - Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

Hi Patricia, great post. I don't like flashy. I learned when I started selling real estate in Lewisburg WV, agents dress differently than agents in Northern Virginia.  Some very casual. I usually dress, as my husband says, eloquently casual.

Apr 19, 2018 08:01 PM #7
Lottie Kendall
Today | Sotheby's International Realty - San Carlos, CA
Serving San Mateo County and San Francisco

I love this, Patricia! I've often thought the same--what if I dyed my hair pink??? What would happen?   As far as comfortable shoes go, check out Hoka brand -- they keep me walking on these miles of concrete sidewalks that I enjoy so much!

Apr 19, 2018 09:27 PM #8
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Patricia, indeed buy for what you like and why you want it, not for others to think if they like it... huge and fantastic advice, Endre

Apr 19, 2018 11:49 PM #9
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Hello Patricia. When it cones to being able to segue from one topic to another you have mastered the art. Well-done. Again. 

Apr 20, 2018 06:02 AM #10
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

From shoes, to dress, to handbags, to thine own self be true. With that said, dress for the occasion or setting too. Although, I can spot a phony a mile away - and generally veer off in another direction. Therefore, as long as someone is authentic and approachable, shoes don't matter much. Ha 

Apr 20, 2018 09:00 AM #11
Brandan Tobin
SmartZip - Carlsbad, CA
Predicting which homes will list 6-12 mo from now

My gf bought those shoes and I about had to carry her home. NOT COMFORTABLE! More like, cause of bloody flap of skin on heel. 
You dodged a bullet on that one!

Apr 20, 2018 10:28 AM #12
Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

I'm wondering if a pair of gold or silver gym shoes would provide the same message to my borrowing clients, Patricia Feager?  I'm thinking not ... and that fact speaks to your message above about "don't imagine you're someone you're not" ... and "be bold, but not stupid".  Knowing oneself is so important, especially when it comes to marketing ...


Apr 20, 2018 12:29 PM #13
1 ~Judi & Don Barrett & Chassy Eastep - Integrity
Integrity Real Estate Services 118 SE AVE N, Idabel, OK 74745 - Idabel, OK
BS Ed, Integrity Real Estate Services -IDABEL OK

What an awesome trip to take!  I am quite envious.  I love the advice at the conclusion of your post!

Apr 20, 2018 04:52 PM #14
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Patricia Feager what a thought provoking post.

Thanks for sharing from your personal view point.

When it comes to fashion, wearing what reflects you is important. I could buy any style that was fashionable and feel really awkward is it was not my personality.

Dressing to fit the demographics is important.

To wear a suit to walk farmland would be out of place.

"To thine own self be true."

Thanks for sharing.

Apr 21, 2018 07:40 AM #15
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thank you very much, Patricia, for sharing your shopping experience and your advice.

Apr 22, 2018 05:35 AM #16
Debe Maxwell, CRS | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

WONDERFUL post, Patricia! I love the flow of the story as you wove it into our business - very well done. And, I love your shoe discovery too - smashing, simply smashing!

As for the sparklies, I love bold & different...AND sparkly! I think as long as you're well put-together, that's all that matters. In fact, our clients are hiring us for our knowledge and guidance, negotiating and professionalism; I don't think they really care what we're wearing! After all, it is all about them! 

That said, my clients expressed to me after a Closing earlier in the week, "Can you believe their agent showed up to our Closing in a baseball cap?!"  (And, SHE [the other agent] had, indeed, shown up to Closing in a baseball cap, exclaiming, "It's hard to roll out of bed at 9:00!") 

They noticed, they listened and yes, they judged!!

May 16, 2018 06:54 PM #17
Patricia Feager
Selling Homes Changing Lives

Debe Maxwell, CRS - Thank you for going back to read this post which felt like I wrote it years ago. I remember how excited I was to write it for the benefit of members on ActiveRain. 

I remember going shopping to Lucerne by myself. It was on a day my daughter and son-in-law had to work. Window shopping was a very interesting experience and fun. I only wish, I could have bought something. I don't know how to count in Swiss Francs.

I walked a lot and remember stopping to write in my journal. I delved deep into thought. I kept thinking about those silver and gold shoes in the window and what it would possible mean if I could afford them. 

Thank you for going back to check out some of my older posts that seem to be forgotten so quickly. Don't our days go fast! I enjoyed reading your take on the shoes and the baseball cap. I do believe you're right, people do judge. They are always judging and that is something to be mindful.

Thanks again! It means a lot to me to know you enjoyed it and it gave you food for thought that was so enjoyable to read. 

May 16, 2018 07:40 PM #18
Debe Maxwell, CRS | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

Well, I love reading your posts - they actually make your readers THINK and that is not common with all writers. 

As for finding your post, AR tagged me on a Twitter feed and I went to their Twitter account and your post was featured there too...this one! So, I'm not the only one who enjoyed it!

Happy Wednesday!

May 16, 2018 08:37 PM #19
Patricia Feager
Selling Homes Changing Lives

Debe Maxwell, CRS - Thank you for that nice compliment about making you think. You made my day, or night.... My AC went out 5 days ago and it must be about 105 degrees inside. Obviously, I am having a hard time getting any sleep.

As for Twitter - that's very interesting! I set up a Twitter Account several years ago and I never use it. I don't even know what my password is or how to log on. I'll have to investigate and make some use out of it or make sure someone else didn't hack into my dormant account. Thank you for letting me know!

May 20, 2018 01:59 AM #20
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