VIDEO BLOG
Hey guys, Michael LaFido here! I'm incredibly excited about today's guest and the important topic we're covering: differentiation in luxury real estate and why language matters more than ever.
Jack Trout famously said, "Differentiate or die." This couldn't be truer in luxury real estate. At LUXE Designation, we emphasize making properties memorable by standing out from the competition. Did you know there are five primary price points in most markets? From starter homes all the way up to ultra-luxury, each category requires a unique approach.
Once you enter luxury and ultra-luxury categories, international exposure becomes critical. Showcasing properties in multiple languages doesn't just demonstrate cultural sensitivity—it significantly boosts your property's appeal in the global marketplace.
Today, I'm joined by an incredible guest visiting Chicago for the NAR Big Tech IOI Summit. She's a language and real estate marketing expert from the Bay Area whose company transforms property tours through professional audio and visual translations in over 50 languages—and soon, 104 languages including regional dialects. Forget Google Translate; this is about creating an authentic, respectful experience that resonates deeply with international buyers.
In our conversation, we discuss how providing translated audio tours and ADA-compliant multimedia property showcases can drastically improve your property's marketability, differentiate your listings, and create a better client experience. Whether your audience speaks English, Spanish, Chinese, or any of the dozens of other languages, offering detailed property descriptions in their native language instantly positions you above the competition.
Ready to transform your approach and stand out internationally?
Dive into our conversation and discover how embracing multilingual marketing and ADA compliance can boost your business, elevate your brand, and ultimately, help sell luxury homes faster.
Make it a great day—and remember, differentiate or die!
— Michael LaFido
