As brand
strategists we see an excellent opportunity, to develop a reputation
as the leading expert in your marketplace by periodically authoring and
publishing a compelling luxury real estate market report. The key to
success with this strategy is providing original content, which is true
of any journalistic endeavor on the Internet or in print.
The
opportunity to stand out as the leading expert in your area writing a
local market report is actually an opportunity to brand yourself as
such. Each edition of your market report gives you a chance to
communicate your unique point of view. That is, how you are different
and better than your competition and why prospective buyers or selling
should choose you over your competition as their agent or broker.
The first catch here is that you need to know your unique point of view, your unique promise of value. Otherwise, you will not be followed. You will not build an ever-expanding audience.
Your first step is assessing your competition. Is
there anyone else in your marketplace that is publishing a market
report? Are they just regurgitating the facts or are they offering a
distinct point of view?
If no one is truly offering fresh insights you may have identified what we call an uncontested market niche. This may be a vehicle for you to stand out in the minds of your target market.
The second catch is being consistent. If you do not keep up your reports on a regular basis you will quickly lose your audience.
The third catch is that you need to communicate in clear terms that are easy to understand.
Do not use abbreviations like DOM (days on market). After all, you do
not want to be confused with Dom Perignon, the great Champagne brand.
Here is the true test to see if you have the “chops” to be an authoritative author and self-publisher of a local market report: Ask yourself if you would read your own marketing reports? Or would you be bored out of your mind reading mind numbing data?
Write
from a unique point of view. Be consistent. Write clearly in
layman’s terms. And, you may just achieve top-of-mind status as other
highly successful market leading agents have done. No doubt, you will
be sipping a glass of Dom Perignon to celebrate your top of mind
status.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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