CHAPTER 5 Discover Exactly Why You're Better, Then Tell Customers Figure out exactly why you’re better or why you’re 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 those of your competitors in the minds of your customers. Remember those 1 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? Most people don’t know how to show prospective customers why they’re better — even when they’re way, way better than their competition. It’s a reality of life. Some established businesses have more customers, have more traction in the marketplace just because they’ve been around longer. That doesn’t necessarily mean that they’re better. Have you ever heard of Hewlett-Packard? They should be the best computer company in the business. They’ve been around the longest. Almost everybody in America knows who Hewlett- Packard is. However, Hewlett-Packard didn’t invent the iPhone. Somebody else did — somebody not as well-known as Hewlett- Packard at the time. We all know examples of people who did an amazing job but 23
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