31 Points of Difference

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31 Points of Difference

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If there’s one thing you should do this week, it’s schedule “brain storm” time for your team to list your agency’s points of difference – then apply them in all your client communication. Simon Thomas offers the ultimate list of ideas to get you started.

31 Points of Difference

If there’s one thing you should do this week, it’s schedule “brain storm” time for your team to list your agency’s points of difference – then apply them in all your client communication. Simon Thomas offers the ultimate list of ideas to get you started.

It is imperative that you and your brand have Points of Difference (POD) to think outside the square and stand out from the crowd.

A simple get-together for drinks and nibbles will not cost you the earth; it’s a great way to say “thank you” and everyone there has YOU in common!

Everyone has a business card (which is often thrown out). Fridge magnets have a far better chance of being retained as people place a higher value on them.

Regardless of which industry you’re involved with, competition is a given. It’s fierce, it’s everywhere and it’s never going to go away. In real estate, it seems new competition enters the marketplace on a regular basis, at times weekly or monthly. It’s either experienced salespeople opening a new agency under a known brand, an independent with a “fresh marketing edge”, a franchise group re-launching itself after previous failures or a new hopeful with “sales, marketing and a financial background” who is dipping their toe in the water to have a crack in the local real estate scene. At the end of the day, it doesn’t really matter who your competition is, the fact is, they’re here and they’re here to stay. Without spending too much energy worrying about what your competition is doing, it is imperative that you (the agent) and your brand (your agency) have Points of Difference (POD) to think outside the square and stand out from the crowd.

It’s time to ask some serious questions:
What gives you or your agency the edge?
Why should a potential seller choose you over your competitors?

Why us? (agency) or, more importantly, why you?

If this is something you or your agency hasn’t really considered, time is well and truly overdue for you to reflect on these important questions seriously. If your competitors have done this, they are already a step ahead of you!

Don’t panic as it’s not all bad news. I am going to make it a little bit easier for you. I suggest you allocate some time, allow those creative juices to flow and start a list of things to include in your promotional information and pre-list kits. Here are some suggestions to get you started, either from an agent’s or agency’s perspective:

Experience – the combined real estate sales experience either in the industry or in your area can give you the edge in terms of marketplace knowledge

Website – there is so much relevant information that you can share on your website, remember this is your shopfront that is open 24/7. Look to add features that are unique to your site that will give buyers and sellers additional information (local schools, beaches, shopping centres, restaurants/cafes, places of interest, sporting clubs, local events etc.) Additional features could include Property of the Week, your monthly newsletter/e-newsletter or bulletin, CMA’s (for specific regions, areas or precincts), virtual tours, floor plans, professional property videos, recent sales (updated weekly), open house times, forthcoming auctions, your in-room auction calendar, community support, buyer and seller reviews or testimonials, recent awards or recognition for the agency/agent, principal’s blog, local weather, tidal information, property previews and a list of preferred/recommended tradespeople, also how many sites you feature properties on (list them), although your own site should remain the main focus.

Location – is your office strategically located with prominent window displays/interactive video screens opposite a shopping centre, beach, cafe precinct or in the main street?

Profile – consistently having the largest advertising profile in the area (name the publications your agency appears in) means that your brand awareness outperforms the competition.

Auction specialists – use unique auction strategies and marketing plans to obtain successful outcomes for your clients, are your auction success/clearance rates well above the local and industry averages?

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