So you want to be the man or woman in your market?
Wanna be number one?
It all comes down to positioning.
What is it and why you need it?
Is this the ultimate marketing hack?
It certainly can be.
Positioning is the perception in the minds of your target market.
It is the story they tell themselves.
It is how you differentiate yourself from that of your competitors.
The essence of positioning is to make your competition irrelevant.
Let me give you an example of positioning;
One of the reasons I published a book a few years back was for positioning. Yes, a physical book that is on Amazon, not an ebook. (you can grab a copy here)
It was also a bucket list item for me, as well. Something I wanted to do by my 30th birthday, although I was about 390 days behind. I published my first book on September 3, 2012.
Did you know 82% of people want to write a book?
My guess is only 5, maybe 10% actually do write one though. 10% would probably be a stretch.
So writing a book is great for positioning, especially in the real estate space, since less than 1% (my guess) have actually published a book. Something for you to consider. In today’s world, it really isn’t that hard to do.
It does take time, hard work and dedication though.
I am not going to sugarcoat that part.
Here is another GREAT example of positioning in action;
Would you rather have a BMW or a Rolls Royce?
Well, I did some deep research (Google) and this is what I found….
A BMW 750-LI will set you back $74,000.
A Rolls Royce Ghost goes for around $263,200.
Did you know both cars have a lot of the same features?
The Ghost is actually built on the same chassis as the BMW 7 series. Essentially, they are the same car.
The difference being the cosmetics — different body shape & interior trim is a bit different.
The engines are different as the Ghost has a 12-cylinder motor and the 750 model does not. However, the 760 model does.
BOTH cars are made by BMW!
So, why does one cost THREE TIMES more than the other?
Because the Rolls Royce is positioned as the premiere luxury vehicle.
Rolls Royce is positioned as the best.
You’ve most likely heard someone use Rolls Royce as a metaphor, with something like, “XYZ is the Rolls Royce of it’s industry”. It’s because everyone views them as simply the best. That is the ultimate positioning.
The Rolls Royce tagline;
“Trusted to Deliver Excellence”
Simple, yet extremely powerful.
You want to use your positioning to;
- Laser focus on your perfect client
- Filter out who is NOT a fit for your expertise
- Virtually eliminate your competition
In today’s busy online world. Positioning is how you win. Positioning is how to eliminate your competition. Positioning is how you create that category of ONE I talk about.
It also ties into what I shared in yesterday’s email about profiling your perfect client (extremely important, but often overlooked).
Below is a blog post I recently published diving into that topic more;
Combine positioning with yesterday’s lesson (above blog post)…
Along with what you’re about to learn in the coming days — and you’ll be UNSTOPPABLE.
As you know, the real estate industry is extremely competitive.
You most likely are battling thousands in your marketplace.
If you want to position yourself as the go to agent and be the obvious choice…
Maybe I can help you out.
Maybe I can’t.
One way to find out, apply at the link below;