Without a focused strategy and a unique
“point of view” as a luxury real estate marketing professional, you are
just spinning your wheels with social media. And, this becomes a
colossal waste of time! Without original content, you might as well
re-channel your energy on more productive means of developing new
business.
Originality and innovation can be
rewarded handsomely with viable business leads, but only when you
consistently publish buzz-worthy, follow-worthy content through social
media. To exercise your original thinking process you need to extrovert
and see innovation everywhere you go.
When you think of a hamster in a cage
exercising what image comes to mind first? Do you think of an exercise
wheel made of wire mesh? Think again!
We recently took a trip to our local pet
store to pick up some food for our cats, Zoe and Kobe. There we spotted
a new and improved twist on an old product for small animals (not
cats): A better exercise wheel! Instead of the typical wire mesh
version, this blue plastic “flying saucer” exercise wheel has a unique
value proposition not only for pets, but also for their owners. Both
products promise better health and freedom from boredom for pets. But,
this one is toe and tail safe and pets love the solid running surface. Best of all, it is easier to clean for you than the mesh version. Both wheels cost the same.
You might
liken the wire mesh version of the exercise wheel to the incumbent
market leader in your luxury real estate marketplace. The market leader
enjoys top-of-mind status. That is, until some challenger comes along
with a superior value proposition.
If you did not know, about the “flying saucer” exercise wheel until now (like us) it will be fairly difficult not
to think about this product category challenger going forward. A shift
in top-of-mind status can literally happen instantly, like it did for
us in a flash! But, you need a strategy, an original approach, to pull
this off. The plastic version of the wheel is most likely less
expensive to produce.
This goes
to show that you do not have to out-spend the incumbent market leader,
you need to out-think your competition. This is exactly what we help
our clients accomplish in our luxury real estate strategic branding
practice.
When you
publish original content, social media gives you the opportunity to show
your target market how you think before they even meet you. But,
out-smarting your competition requires strategic thinking. Conversely,
social media can also show just how unoriginal you are if your content
is canned. Given the psycho graphics of those who can afford to buy
luxury real estate, you can be assured that these high net worth
individuals are more prone to value innovation and originality.
Stop spinning your wheels with social media. Get focused. Be original and innovative. Or, get off the wheel.
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