3-1 module 3 positioning yourself. positioning “…winning the battle for recognition in an...

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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.”

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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.

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The 5 Attributes of a Business

1. Price 2. Product3. Access4. Service5. Experience

Transaction from

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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!

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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?

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Time Value of You

How much time do you spend (on average) with a buyer, regardless of whether or not a transaction is closed?

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Average time on Buyer Side? Average Buyer Side

Compensation? Compute your hourly worth

Time Value of You

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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

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What Else?

Think Creatively

HAMLETWORDSHAMLETWORDS

Play On Words

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Horizontal & Vertical Marketing

Would a new licensee benefit more from horizontal marketing or vertical marketing?

Why?

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A new licensee would benefit from horizontal marketing by getting their name out

Horizontal & Vertical Marketing

ConsumerYou

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An experienced

licensee would benefit from vertical

based on past relationships

Horizontal & Vertical Marketing

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You

Your past client

Your past client’sneighbor

Image Building & Branding

Be consistent Develop continuity Copyrights & trademarks

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Marketing Ideas

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Name Creativity

Marketing IdeasName Creativity

& Slogans

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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.

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Marketing IdeasUnique Photos

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Marketing IdeasCaricatures

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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.

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Marketing Ideas

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Slogans

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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.

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Marketing Ideas

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Lawful Target Markets

Marketing Ideas

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Lawful Target Markets

Marketing IdeasLawful Target Markets

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Marketing IdeasStates and Cities

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Marketing Ideas

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Emerging Trends“Tempe Magazine” ad

Marketing Ideas

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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.

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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.

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Internet Marketing

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Internet Marketing

Post-Transaction ServicesChange of Address Cards

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Actual Photo of Home