We often
hear the same story from agents who want to dominate a niche in their
marketplace, but the incumbent market leader intimidates them. Here is
their story:
“So and so is dominating this area in listings, they have been in the community for years, and they are well connected. They are not tech savvy. And, their integrity and competence is questionable. They take overpriced listings, and spend lavishly on print advertising. How can I compete?”
What
these incumbents have is Mind Share. And, Mind Share precedes Market
Share. They understand the importance of visibility in their
marketplace, as a means of increasing their Mind Share.
Each
marketplace is unique. Visibility on the web is important in some
communities, but it is not the end all solution to achieving high
visibility. Keep in mind that once a consumer has bought or sold their
home, they are not focused on real estate. They are focused on enjoying
their lifestyle, and lifestyle is all about the community.
One of
our clients in the Napa Valley has a unique form of visibility, which
may or may not work in your marketplace. She has billboards at each
entrance into Napa. When she promoted a client’s listing (who is a car
buff), she bought a billboard at Concours d’Elegance, (a prestigious car
show) at Pebble Beach and had gift bags for all the attendees. She
sold his home, and gained several buyers in the process.
Maintaining
visibility in your community can lead to Mind Share. The more people
who know you and think highly of you in your community, the bigger your
slice of the pie.
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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