As a luxury real estate marketing professional, are you perceived as the market leader or a serious contender? Or, are you lost in the sea of sameness, blending into the crowd?
Your market share is the percentage of the total sales in your marketplace or within your niche that is earned by you over a specified time period. It is that portion of the market that YOU control. If you are “in it to win it” (the lion’s share that is) you must seize control of how you are perceived.
By controlling how you are perceived, we are not implying that you need to be a “control freak”. We mean that you need to be DELIBERATE in projecting your brand message, both verbally and through your graphics, so that your target market perceives you, on your terms, as distinct from your closest competitors.
There are dozens of restaurants in Santa Barbara. Yet, when asked which ones we would recommend to visitors looking for a great dinner, only a select few come readily to mind.
Opal on State Street is on our short list. The comfortable décor and the menu are reminiscent of the wonderful bistros in Paris and Lyon. The prices are reasonable which makes us want to keep coming back to try new items. The Bouillabaisse is better than what we have sampled in Marseille. And, they bake fresh artisan bread daily.
Although we would not hesitate to dine at Opal for a special occasion, in our minds this is a “neighborhood place” to frequent regularly. Apparently, others feel the same, as there was a line out the door the last time we were there. When we spoke to the manager about how we perceived the restaurant in this manner, he smiled from ear to ear because that was exactly the brand message that Opal deliberately projects.
Are you lost on the sea of sameness or are you in control of how you want to be perceived by your target market? Seize control and watch your market share increase.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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