Does Your Unique Promise of Value Have An Expiration Date?

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Services for Real Estate Pros with Napa Consultants
https://activerain.com/droplet/4YSn

Articulating your unique promise of value is one of the trickiest aspects of personal branding in the luxury real estate arena. Sadly, many agents mistake features, like the latest and greatest website design or the best market reports, as their unique promise of value.  The difference between a unique promise of value and a feature is that features have expiration dates. Intrinsic value endures.

 

Today as we were driving on the freeway, we spotted a CVS truck.  What was remarkable was the claim on the loading door. It proclaimed that they are the only pharmacy with more 24-hour stores open than any of their competitors.  How long will that be true?  Their competition can easily surpass them by opening extra stores.  What will they use next?

 

We researched this further and found that CVS closed over 70 stores in 2016, as a cost cutting measure.  Many of those stores were 24-hour stores, and some of the remaining stores no longer offered 24-hour service. Essentially, the feature of extended hours as a differentiator expired in 2016.

 

In the competitive wine industry, the true promise of value can be the very dirt in which the vines grow.  That is known as “terroir”. The best example of this is Chateau d’Yquem famous for its Sauternes.  They have 310 acres of the best dirt for this grape with the perfect micro climate and have been commanding the highest prices since 1477. The wineries next door cannot duplicate the taste of those 310 acres, and sell their wine for less. 

 

In real estate to find your unique value proposition you have to dig deep to discover the essence of what you stand for, what no one else can duplicate. If your unique value proposition can be duplicated, it a feature with an expiration date.  If you can find your essence and value in this business you will find the lasting elixir of longevity!

 

 

 

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 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 less than 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 02/04/2017 01:00 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Luxury Real Estate
Luxury Home Agents
THE LANGUAGE OF LUXURY
Bananatude
Tags:
luxury marketing luxury real estate personal and company branding

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Rainmaker
2,047,940
Robert Bob Gilbert
Berkshire Hathaway HomeServices Anderson Properties - Katy, TX
Your Katy TX ( West of Houston) Real Estate Expert

Alexandra, Congrats on the feature and anotherwell written and educational post. Finding your essence and value in this business is ceratinly a critical mass item for ongoing success. Not easy to do.. 

Jan 17, 2017 02:09 PM #30
Ambassador
1,773,195
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

You have such an amazing way of saying the things Ron and Alexandra Seigel  this is why I enjoy reading your posts

Jan 17, 2017 03:07 PM #31
Rainmaker
2,782,277
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Wow Ron and Alexandra Seigel, great blog and feature from you.  I am with Hannah Williams, you have a great way of putting things.

Jan 17, 2017 03:57 PM #32
Rainmaker
3,241,143
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Ron and Alexandra

Our Unique Value Proposition is what we offer our customers . . . . and when we offer it they will expect it as offered.

Good luck and success.

Lou Ludwig

Jan 17, 2017 04:10 PM #33
Rainmaker
773,822
Joanna Cohlan
Fresh Eyes For Your Home - Chappaqua, NY
Designing, Decorating & Staging Westchester Homes

Thank you for clarifying what is a distinction with a difference.  Yes, intrinsic value requires a real understanding of what you are, and what you stand for no matter what business you are in.

Jan 17, 2017 04:42 PM #34
Rainmaker
362,677
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Ron and Alexandra Seigel you are so consistent in the quality of your posts. Your value added analogies make it so easy for us to grasp the essence of your thought. Now we all need to check out: Do we have a Value Promise and if so does it have an expiration date.

Thanks

Jan 17, 2017 05:52 PM #35
Ambassador
1,476,135
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

Chateau Y'quem is a perfect example to use. Although it has been years since I have tasted it, when you used it I could in my mind remember the taste. Thats taste will never die and what an example to set for the rest of us.

Jan 17, 2017 07:24 PM #36
Rainmaker
1,317,125
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

I love this -- we all must find the lasting elixir of longevity!

 

Jan 17, 2017 08:48 PM #37
Rainmaker
3,955,788
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Joan Whitebook  thank you that sentence came to me all at once.  I am pretty jazzed about that...LOL A

Jan 17, 2017 09:27 PM #38
Rainmaker
1,817,304
Patricia Feager, MBA, CRS, GRI
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Ron and Alexandra Seigel 

This is a nice blog post on unique value proposition and educational too! You always do your best to provide great information. Thank you!

Jan 18, 2017 02:18 AM #39
Rainmaker
275,392
Jeanne Gregory
RE/MAX Southwest - Sugar Land, TX
The most important home I sell is YOURS!

In my opinion, my unique promise of value is just pure and simple, service to the client.  You can have the snazziest website, widgets, apps, etc, but if you don't care about your client, you are doomed.  Word of mouth is the best advertising.  Develop raving fans, and you cannot fail.

Jan 18, 2017 05:16 AM #40
Rainer
234,626
Chris Lima
Atlantic Shores Realty Expertise - Port St Lucie, FL
Local or Global-Allow me to open doors for you.

Great post and the analogy is spot on.  I struggled with my "value" when I was a new agent.  As time marched on, I realized that there's a lot to be said, for good old fashioned customer "SERVICE".

Jan 18, 2017 06:01 AM #41
Ambassador
3,721,636
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

You started and ended this post with 2 pretty profound statements! And filled the center with some enjoyable reading to illustrate your point about having a unique vauoe proposition that endures.

Jeff

Jan 18, 2017 07:39 AM #42
Ambassador
1,648,249
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

So happy to see this featured. It's so important and the message can help other agents avoid that dreaded expiration date. Although, often times it takes someone outside to help pinpoint your strengths and get to the core. I encourage anyone who needs focused branding to contact you two. 

Jan 18, 2017 07:55 AM #43
Rainmaker
952,850
Corinne Guest
Barrington Realty Company - Barrington, IL
New Homes Specialist

Regards of the expiration date, this is a great reminder to us all that we need a unique promise of value, those are not at all easy to come up with. Better find one that has longevity!

Jan 18, 2017 12:14 PM #44
Rainmaker
3,955,788
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeanne Gregory what you are saying is so true.  Giving great service stand head and shoulder above "the snazzies"  I like that word.  I agree with you about having raving fans, and nothing is better than word of mouth.  A

Jan 18, 2017 01:47 PM #45
Rainmaker
3,955,788
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler thank you for your kind words, we appreciate them.  I am so glad you enjoyed our post.

Jan 18, 2017 01:49 PM #46
Rainmaker
2,331,821
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

This posted reminded me of the following: I worked for a retired pharmacist who became a multi-millioniare. He got started during the depression and went through two world wars too. One of his milestones was to open his then store 24 hours a day and live in the back of it with his wife and children. Made a fortune. Why? No one was doing it and he was available when people needed it

Jan 19, 2017 06:50 AM #47
Rainer
451,309
Sham Reddy
H E R Realty, Dayton, OH - Dayton, OH
CRS

Great article!!!

In real estate to find your unique value proposition you have to dig deep to discover the essence of what you stand for, what no one else can duplicate

Jan 20, 2017 04:27 AM #48
Rainmaker
3,955,788
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Richie Alan Naggar Thank you for your comment.  That was a great example.  Wishing you a great Sunday.  A

Jan 21, 2017 04:35 PM #49
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