Are You Marketing In ‘Better Land’?

Only once in millionWe spend a lot of time teaching real estate professionals the importance of being DIFFERENT.  Not better, but different.  We’ve (unfortunately) seen so many people waste advertising dollars marketing themselves from this place we call Better Land.  Allow us to share with you why ‘better’ may not actually be better.

Our fascination with ‘point of differentiation’ comes from the early exposure to a phenomenal marketing book, “The 22 Immutable Laws of Marketing” (Al Reis & Jack Trout).  It was published over 20 years ago and is (in our humble opinion) one of the most well-written and influential marketing books in existence today.  In the book, their ‘Law of Perception’ states, “Marketing is not a battle of Products. It’s a battle of Perceptions”. Allow me to explain why this concept is so important…

Being better is…well…subjective.  That’s right.  What might be better for you may not be better for me.    You can argue ‘better’ all day long.  But what you can’t argue is different. If you can describe what makes you different, truly unique, you are not only more defined in your field, you are also more memorable.  You’ve captured a certain ‘perception’ in the mind of the consumer.

Take, for instance, two competing restaurants.  They both serve Asian cuisine.  They are both in the same area of town.  They both have renowned chefs.  They have both received 4.5 star ratings.  And they both say they are ‘better’.  But better is in the eye of the beholder.  While I may prefer restaurant A’s sushi, you may prefer restaurant B’s.

Then one day, restaurant A decides to try out a new concept.  Their chef randomly chooses five tables each weekend evening, and presents the customers at those tables with a special preview of a new dish (that isn’t on the menu) and a wine or sake pairing sample.  He spends about two minutes at each table explaining the dish, its origin and its significance to Asian culture and history.  Soon, word gets around about this unique approach, and the patrons whose tables the chef has visited tell many of their friends about their experience at restaurant A.  Guess which restaurant is now different.  Guess which one made their patrons feel privileged and special.  And guess which one will be talked about at dinner parties and on social media for months to come.

Defining your own ‘point of differentiation’ is not only important–it’s critical to your success or failure in any field.  In fact, being the face of your own brand without a clear ‘difference’ will produce lackluster results compared to those whose position is more defined.  The truth is, it’s the most difficult part of the process for many of our clients–and yet the most rewarding, once we establish what makes them different.

 

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