The Commoditization Conspiracy

Home Stager

Speaker, Coach and Business Strategist Doug Rawady gave a very informative presentation during the Association of Design Education (ADE) Annual Conference.  Doug is a very dynamic speaker who shared with us the secret to creating a Dominant Market Position by building a "Killer Brand".  

Most of us in attendance were small business owners and his advice couldn't possibly have come to us at a more appropriate time.  We learned that during these tough economic times, we REALLY need to make ourselves stand out from our competition.  We need to make sure the product/service we're offering is absolutely irresistible to our target audience.  We need to create what Doug refers to as a "Killer Brand". 

As I watched Doug's intriguing video "The Commoditization Conspiracy" I realized, this is information HOME SELLERS really need to hear!  We're always telling our sellers to treat their home sale like the BUSINESS transaction that it is.  But it seems that houses have way too much emotion attached to them for this to be possible, and that's a shame.

It's a shame that so many home sellers insist they don't need to try very hard to market and/or "package" their own [extraordinarily expensive] product.  It's a shame that they don't realize what a huge mistake it is to expect TODAY'S savvy home buyers to "use their imagination", see past their home's obvious flaws and expect buyers to understand that homes are "lived in" - so deal with it.  

It goes beyond my comprehension that more time, effort and money are spent marketing non-essential items like toys and chewing gum than most sellers spend on marketing and packaging their house - THE most expensive item the average consumer will ever purchase in an entire lifetime! 

Business owners, service providers AND home sellers alike - heed the advice of my friend Doug Rawady.  When it comes to marketing your product, your service and ESPECIALLY your house, make your "brand" so incredibly special to your target audience that it makes your competition absolutely IRRELEVANT. 

By the way, "branding" has little to do with logos and/or the company you represent.  Your brand is all about YOU, your service, your product and how they are KNOWN in your marketplace, how you're identified in your niche. It's what makes your service and/or your product, truly unique and worth EVERY dollar you expect your clients/customers to pay for it.  Putting a little time and effort into developing a "Killer Brand" - Priceless - and don't worry, it doesn't have to be expensive. 

What's the alternative?  You can always be one of MANY faceless, nameless, generic competitors in an extremely crowded marketplace who's only chance of getting noticed is by being the LOWEST PRICE.  Knowing that there will ALWAYS be someone willing to undercut your price - is that a game you want to play?



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Karen Bernetti is a Real Estate Stager, Former Realtor®, Author, Speaker, and Owner of Staging4Smooth Transitions - specializing in assisting seniors with their downsize moves and offering Home2Home Transitions seminars. Karen is also the Social Media Manager and Administrative Coordinator for Prudential CT Realty, in Madison, CT and Co-creator of the Ready2Sellin30Days System - an interactive multi-media program teaching do-it-yourself homeowners EVERYHTING they need to know about preparing a home for sale. Stay up to date on the latest staging and home decor trends by visiting Karen & Ann's Home Sale Success Blog.  


Comments (6)

Anna Banana Kruchten CRS, CRB, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ

Karen - some good points here.  This one makes total sense to me:

Your brand is all about YOU, your service, your product and how they are KNOWN in your marketplace, how you're identified in your niche

And being the lowest price......there are some agents that live by that and I'm not one of them. My clients expect excellent service and they willing to pay for it.  The ole saying you get what you pay for sure is right on!

Dec 17, 2010 07:29 AM
Gail C. Harris
Resource Network, LLC SFR, AHWD, ACRE, SMAR Board Director - Chesapeake Beach, MD
Reach the BEACH with Gail C. Harris (cell: 703.868

Love, love, love this guy.  Wow, thanks for sending him my way.  :) Gail

Dec 17, 2010 10:54 AM
Keller Williams Select Realtors-Buy a home in Washington DC. Sell a home in Washington DC - Bowie, MD
I don't make promises.I deliver results.SOLD HOMES

Karen this is a blog that I suggested for a feature. 2011 is the year that we have to make the next step and separate ourselves from the pack with our brands. Happy Holidays to you and your family. Great post.

Dec 17, 2010 02:40 PM
Doug Rawady

Thanks again, Karen, for your enthusiastic promotion of my videos and the marketing/positioning strategies they discuss! I especially like that you recognized how applicable The Commoditization Conspiracy is to a large percentage of real estate listings.

Each and every property should have its own USP; something tangible that gives it measurable and readily identifiable distinctiveness and desirability in whatever kind of market the listing agent is attempting to sell it in.

Doug Rawady

Dec 17, 2010 04:06 PM
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Thx Karen.  Just listened to the video.  Good stuff.  Thx for sharing.

Dec 17, 2010 09:58 PM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Karen, in tough markets we do have to stand out, great information, great post!

Happy Holidays

Dec 18, 2010 05:28 AM