Sing For Your Supper: Out Think VS Out Spending Your Competition!

By
Services for Real Estate Pros with Napa Consultants

Grand Staircase at the Paris Opera. Photo by Nicole Brown, Dreamstime

Perhaps one of the most important principles that luxury real estate marketing professionals need to understand about personal branding for real estate agents is this: Out-think, not out-spend your competition. If you want to out-smart your competition find something, some niche that you can do better than anyone else in your marketplace. 

Choose an arena in which you can become the brand that matches your personality, and where you can express your passion. Finding that niche/brand may take time, however in the long run it will pay dividends, and make work fun. Don’t waste your time or your money becoming a “me-too” in a niche that your competitor dominates.

Here is an example.  One of the agents we spent time with had graduated from a prestigious university with a Master in Fine Arts in Opera.  Opera was her passion although she knew that her voice was not of the caliber that would catapult her on stage as a star.  In our conversations with her, we suggested that she investigate the opera community in her marketplace.   This metropolitan city is known for its passion for opera. 

She started volunteering both back stage and in fund raising.  The majority of the donors lived in the exact market place she wanted to dominate.  By volunteering she became known as the go to real estate agent for that opera loving community and their sphere of influence. She also was given chorus parts in some of the productions.  

As a luxury real estate marketing professional, the size of your advertising budget does not guarantee your success if you fail to form a strong emotional connection with your target market, whether it be consumers or referring real estate agents from outside of your marketplace. Win the hearts and minds of your target market by having them identify with who you are.  Remember, people like doing business with people like themselves!

And in the immortal words of Richard Rodgers, Lorenz Hart,

Sing for your supper, and you'll get breakfast;
Songbirds always eat
If their song is sweet to hear.
Sing for your luncheon, and you'll get dinner -
Dine with wine of choice
If romance is in your voice

Now is time to sing for your supper, and you'll get breakfast.
Songbirds are not dumb;
They never buy a crumb of bread,
It is said...
So sing, and you'll be fed, oh yeah -
Just sing and you'll be fed.

 




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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN UNDER 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in under 30 seconds?

Watch the video above to see and hear how we do it. 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 06/26/2018 01:00 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Luxury Home Agents
THE LANGUAGE OF LUXURY
Bananatude
Old Farts Club

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Ambassador
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Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Love this one - and what wonderful advice you gave your client. How wonderful that she gained, not only business, but a chance to really get immersed in her passion for opera. Hope to see another gold star on this one. 

Apr 16, 2018 12:33 PM #9
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD thank you for your kind words.  We were so delighted for her as even having a small part in this opera loving city was a big feather in her cap, and added value to her real estate practice.  In a sense her college experience turned into her marketing investment for real estate.  A

Apr 16, 2018 02:19 PM #10
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hannah Williams 

thank you for your kind words, yes if one sticks to what they know including who they are and how they fit in the whole scheme of things, they will enjoy life as well as their real estate career.  A

Apr 16, 2018 02:21 PM #11
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Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Love that:  Out-think instead of out-spend!  Makes perfect sense. 

Apr 16, 2018 02:27 PM #12
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carol Williams many agents we have met tend to spend on frills thinking they are outspending their competition.  No one could outspend this lady's Masters in Fine Arts which turned into excellent ROI for her in many ways...A

Apr 16, 2018 02:29 PM #13
Rainmaker
887,407
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Dollars don't buy relationships, do they Alexandra? 

Ron and Alexandra Seigel 

Apr 16, 2018 02:35 PM #14
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Paul S. Henderson, REALTOR®,CRS,
RE/MAX Professionals. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

I once had an opinion that I could throw money at problems or situations and they would disappear. I think you know how long that lasted Alexandra

Apr 16, 2018 04:33 PM #15
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Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

First off, the picture of the grand staircase at the Paris Opera is every bit the vision of a fairytale.  Absolutely exquisite.


And, I love your sentence, "Don’t waste your time or your money becoming a “me-too” in a niche that your competitor dominates."

Apr 16, 2018 05:09 PM #16
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Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

We talked about this in coaching today. Your involvement in the community makes you real and memorable when a real estate needs comes up.

Apr 16, 2018 06:47 PM #17
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Patricia Feager
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Ron and Alexandra Seigel - You work hard to bring awareness to some very important issues and you help others to see things from a different perspective.

Thanks for all that you do to share vital information that can make significant changes for positive results. 

Apr 16, 2018 07:57 PM #18
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Patricia Feager no one has made it by doing the same thing that every body else does or even by varying it ever so much.  Those who dare stand out do...A

Apr 16, 2018 08:12 PM #19
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debbie Reynolds there are so many ways to be involved and to be real and memorable, very few see these because they are firmly wrapped in me, myself, and I.  Those are their 3 best friends. I know you are sharing that point of view.  A

Apr 16, 2018 08:13 PM #20
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat Thank you, that is one of my favorite sentences, and I have seen some extraordinary me-toos.  A

Apr 16, 2018 08:15 PM #21
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Paul S. Henderson, REALTOR®,CRS, for some it lasts a lifetime, for the smart ones like yourself, you catch yourself early in that madness game...A

Apr 16, 2018 08:16 PM #22
Rainmaker
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Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Alexandra loved the photo as well as the analogy, I never participate in the "super stars telling you what to do" half of them I know and they are full of malarkey... and then to boot what they are sharing is "old information" does not apply anymore... great post and indeed you can not be one of the followers or you will never make it... you will be in the big gray middle....Endre

Apr 16, 2018 10:06 PM #23
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James Dray
Fathom Realty AR LLC - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning A.

I am one of those who lived my dream, my passion and love.  After 29 years it was time for me to retire.  Now I'm living my second dream.  Loving each day.

Apr 17, 2018 01:24 AM #24
Rainmaker
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Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

This is an excellent networking story to share.

Many of my business opportunities came from my leadership activities in a regional builders association.

Apr 17, 2018 09:37 AM #25
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Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Ron and Alexandra- so true!!  People can relate to those who have similar interests. And when you're genuinely interested it comes through. Win-win situation to me!

Apr 17, 2018 09:57 AM #26
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Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hello Ron and Alexandra Seigel, love this post, great advice for all of us. Out-think your competition.  

Apr 17, 2018 10:07 AM #27
Rainmaker
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Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay Thank you for your kind words, and we appreciate the feature.  A

Apr 17, 2018 10:09 AM #28
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