Last
week, we wanted to purchase another Meyer lemon tree (thin fragrant
skinned lemons that are less acidic) for our deck. We looked on line
hoping to find a nursery in Santa Barbara. We were utterly surprised
that not a single grower or nursery in Santa Barbara came up for a
Meyer lemon tree. We made an assumption based on the fact that since
California is the second biggest citrus producer after Florida, we
would find a Meyer lemon tree on line from California.
Our
search revealed two growers, one based in South Carolina, and the other
in Georgia. The search did not even show nurseries in Santa Barbara
carrying Meyer Lemon trees. For all practical purposes, one could
conclude that Santa Barbara does not stock Meyer lemon trees, which is
not true. The only reason we looked on line is because two of the
local nurseries had sub par Meyer trees , and like everyone else we
were hoping to save ourselves time on line.
The Eastern based nurseries identified an under served market
niche in Southern California. We were stunned. If someone is pressed
for time and does not want to wander through nurseries, they can
easily order a tree on line and have it arrive at their home with free
shipping. It fulfills an important need of saving time, and both of
these companies who are located back East are benefiting from this
uncontested market niche.
Clue #2.
Realize that searches are specific, so question your assumptions. Check
on line how homes are advertised in your marketplace. What
characteristics of homes are missing that a buyer would be looking for,
that is so obvious no one had mentioned it?
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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