3-1 module 3 positioning yourself. positioning “…winning the battle for recognition in an...
TRANSCRIPT
3-1
Module 3
Positioning Yourself
Positioning
“…Winning the battle for recognition in anovercrowded, media blitzed marketplace.”
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.”
3-2
Positioning
Differentiating yourself from your competition is the key.
When you are small and have little to lose daring to be different can be your boldest strategy. It may make you big.
3-3
The 5 Attributes of a Business
1. Price 2. Product3. Access4. Service5. Experience
Transaction from
3-4
The Best Businesses…
Dominate on one attribute. Differentiate on a second
attribute. Are on Industry Par with the
other three.
From “The Myth of Excellence” by Fred Crawford & Ryan Mathews
Caution: Don’t be below par on any!
3-5
The Best Businesses
Company Wal-Mart, Costco,
Red Roof Inns
Canyon Ranch Spa, Four Seasons Hotels
Coke, AOL, Walgreens
Dominate/Differentiate
Price/Product
Experience/
Service
Access/Product
From “The Myth of Excellence” by Fred Crawford & Ryan Mathews3-6
Unbundling the Transaction
Industry trend What / who is driving this?
technology empowered consumers competition
Value of itemized buyer services? Hourly rate? Flat fee?
3-7
Time Value of You
How much time do you spend (on average) with a buyer, regardless of whether or not a transaction is closed?
3-8
Average time on Buyer Side? Average Buyer Side
Compensation? Compute your hourly worth
Time Value of You
3-9
How much time do you spend on each task? Counseling Locating & Previewing Showing Paperwork Negotiating offers & counteroffers CMAs Assisting with financing Assisting with “Due Diligence” Shepparding to settlement
Time Value of You
How can you make your value TANGIBLE TO THE CONSUMER?
Up Front CounselingMenus of Services
Weekly ReportsTime Sheets
3-10
What Else?
Think Creatively
HAMLETWORDSHAMLETWORDS
Play On Words
3-11
Horizontal & Vertical Marketing
Would a new licensee benefit more from horizontal marketing or vertical marketing?
Why?
3-12
A new licensee would benefit from horizontal marketing by getting their name out
Horizontal & Vertical Marketing
ConsumerYou
3-13
An experienced
licensee would benefit from vertical
based on past relationships
Horizontal & Vertical Marketing
3-14
You
Your past client
Your past client’sneighbor
Image Building & Branding
Be consistent Develop continuity Copyrights & trademarks
3-15
Marketing Ideas
3-16
Name Creativity
Marketing IdeasName Creativity
& Slogans
3-17
Marketing Team Activity
Joe Happy has hired your marketing firm to develop marketing promotion with/around his name.
Be prepared to share your ideas with the class.
3-18
Marketing IdeasUnique Photos
3-19
Marketing IdeasCaricatures
3-20
Marketing Team Activity
Joe Happy now wants your marketing firm to develop his marketing promotion campaign using picture association.
Be prepared to share your ideas with the class.
3-21
Marketing Ideas
3-22
Slogans
3-23
Allan Domb,“Condo King”
#1 Ranked SalespersonNAR 2000.
Marketing Ideas
Own a word or phrase
Marketing Team Activity
Joe Happy now wants your marketing firm to come up with a slogan that will help to differentiate himself.
Be prepared to share your ideas with the class.
3-24
Marketing Ideas
3-25
Lawful Target Markets
Marketing Ideas
3-26
Lawful Target Markets
Marketing IdeasLawful Target Markets
3-27
Marketing IdeasStates and Cities
3-28
Marketing Ideas
3-29
Emerging Trends“Tempe Magazine” ad
Marketing Ideas
3-30
Emerging Trends
Marketing Team Activity
Joe Happy specializes in Victorian homes. How can your marketing firm use this to Joe’s advantage.
Be prepared to share your ideas with the class.
3-31
Internet Marketing
Post listings on your website – IDX. Register your website with as
many search engines as possible. Use all real estate related
keywords so the consumer can find you.
Misspell your name.
3-32
Internet Marketing
3-33
Internet Marketing
Post-Transaction ServicesChange of Address Cards
3-34
Actual Photo of Home