Transcript 2009 Chapter 3 Slides

Module 3
Positioning Yourself
3-1
Positioning
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“…Winning the battle
for recognition in an
overcrowded, 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
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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
Transaction from
1.
2.
3.
4.
5.
Price
Product
Access
Service
Experience
3-4
The Best Businesses…
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Dominate on one attribute.
Differentiate on a second attribute.
Are on Industry Par with the other
three.
Caution:
Don’t be below par on any!
From “The Myth of Excellence” by Fred Crawford & Ryan Mathews
3-5
The Best Businesses
Company
 Wal-Mart, Costco,
Red Roof Inns
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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 Mathews
3-6
Unbundling the Transaction
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Industry trend
What / who is driving this?
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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
Time Value of You
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Average time on Buyer Side?
Average Buyer Side Compensation?
Compute your hourly worth
3-9
Time Value of You
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How time
can you
your value
How much
domake
you spend
on each task?
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TANGIBLE TO THE CONSUMER?
Counseling
Locating & Previewing
Showing
Paperwork
Negotiating offers & counteroffers
CMAs
Up Front Counseling
Assisting with
financing
Menus
of Services
Weekly
Reports
Assisting with
“Due Diligence”
What
Time
Sheets
Shepparding to
settlement
Else?
3-10
Think Creatively
HAMLET
WORDS
Play On Words
3-11
Horizontal & Vertical Marketing
Would a new licensee benefit more
from horizontal marketing or vertical
marketing?
Why?
3-12
Horizontal & Vertical Marketing
You
Consumer
A new licensee would benefit from horizontal
marketing by getting their name out
3-13
Horizontal & Vertical Marketing
An experienced
licensee would
benefit from
vertical based
on past
relationships
You
Your past client
Your past client’s
neighbor
3-14
Image Building & Branding
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Be consistent
Develop continuity
Copyrights & trademarks
3-15
Marketing Ideas
Name Creativity
3-16
Marketing Ideas
Name Creativity
& Slogans
3-17
Marketing Team Activity
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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 Ideas
Unique Photos
3-19
Marketing Ideas
Caricatures
3-20
Marketing Team Activity
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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
Slogans
3-22
Marketing Ideas
Own a word or phrase
Allan Domb,“Condo King”
#1 Ranked Salesperson
NAR 2000.
3-23
Marketing Team Activity
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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
Lawful Target Markets
3-25
Marketing Ideas
Lawful Target Markets
3-26
Marketing Ideas
Lawful Target Markets
3-27
Marketing Ideas
States and Cities
3-28
Marketing Ideas
“Tempe Magazine” ad
Emerging Trends
3-29
Marketing Ideas
Emerging Trends
3-30
Marketing Team Activity
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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
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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
Internet Marketing
3-33
Post-Transaction Services
Change of Address Cards
Actual Photo of Home
3-34