CHAPTER 5 Are You Better Than The R er Than The Rest?
Determine exactly why you're better or different from other real estate agents. Find your strengths. Why does this matter? Let me explain how this works. Great marketers know the value of market positioning. It's a strategy to make your brand or product stand apart from your competitors in your customers' minds. Remember those 1.5 million Realtors® we talked about in this book's Introduction? It's important to set yourself apart from them, or at least the ones in your market area. What do you do that they don't? Why are you the best at doing it? In RePros, my brokerage, I needed to give my new agents a tool to set them aside for the rest. I noticed that it varies state by state, but in Florida, sharing some of my commission with a client with a rebate is perfectly legal. I also noticed that NAR doesn't allow its members to give rebates because it's not legal in some states. In fact, they say it's "unethical". I'm not a member of NAR, so I immediately saw this as an incentive that I could offer my clients that would set me apart from the rest. When a potential client asks my agents' "Why should I hire you instead of another agent?" My agents reply, "Because I'm going to do the same thing any other agent will do but better, and I'll give you a $1,000 rebate at closing. Money talks; we know what walks. Most people don't know how to show prospective customers why they're better — even when they're way better than their competition. It's a reality of life. Some established businesses 31
Powered by FlippingBook