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Do Not Imitate Your Competition: Become Inimitable

By
Services for Real Estate Pros with Napa Consultants DRE00893924

 

As a luxury or other real estate marketing professional, if you want to challenge the market leader in your area the last thing you want to do is imitate the incumbent.  This is one of those branding traps that even some of the biggest brands fall into and get nowhere as a result.  Originality and distinctiveness is the route to market leadership.  As a challenger, one of your best bets is to take the opposite position as the market leader or else "own" (excel at) the attribute that represents your competitor's greatest weakness.

 

Imitating your competitor is a declaration to anyone observing that you have no imagination whatsoever. You look like a “me too!” And what is worse than that is that their way of doing things may not suit your personality or your way of doing business, or the marketplace that you are seeking to gain.

 

One of our clients is known for her incredible system of staying in touch with her clients. People love to hear from her and look forward to her distinctive mailings as well as her annual calendar. A competitor decided to challenge her with a similar campaign, and the headline of her marketing promo read: “I am not Valerie, I am Suzie!” (fictitious names). Her campaign produced no results whatsoever! What she did is strengthen our client’s hold on this community.

 

Beware of the temptation to imitate the market leader. It is the sure path to failure. Find out what you stand for and don’t be afraid to be inimitable.

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WE SPECIALIZE IN
STRATEGIC BUSINESS DEVELOPMENT FOR
LUXURY REAL ESTATE,
FINE WINES & PHILANTHROPIC EVENTS

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                         Ron & Alexandra Seigel, Managing Partners

                                                  805.770.1129

                   If Gaining or Sustaining Market Leadership is Your Quest, we can help!

 

Comments (54)

Katie Mehr
Royal LePage Your Community Realty - Aurora, ON

Great post!

Jul 28, 2017 06:10 PM
Anonymous
Rose O'Reilly,HomeSmartRealty

Wake Up little Susie, that was great advice, love it.

Thanks Ron and A

Jul 28, 2017 08:10 PM
#36
Gordon Crawford
Gordon Crawford Home Selling Team - Morristown, NJ
Your Morris County Specialist!

Great post Alexandra & Ron.  Another blog with words of wisdom.   There is nothing like an original.  It captures everyone's attention.

Jul 28, 2017 08:20 PM
Stavrula "Sam" Crafa, RNC,GRI, CDPE, PSA
Future Home Realty - Seminole, FL
Providing the integrity and service you deserve.

It's always better to stand on your own merrits. Be the professional that you are and you won't need to copy anyone else. 

Jul 28, 2017 08:45 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

That was so easy when I opened a brokerage here in our tiny community. No one was doing anything, so everything I did was new - and the other joined in with "Me too." When we put brochure boxes on homes, they followed. When we put listing boxes outside the office so folks could browse through the listings when they came by at night, they followed. When we put photos on our business cards, they followed.

The only things they didn't follow were my campaign to get our names in the newspaper as often as possible and the monthly newsletter that I wrote and mailed. I think those two were just too much work.

Jul 28, 2017 08:48 PM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Great point on not imitating.

I see so many agents doing the same thing and all they accomplish is to add more fish in the pond.

In this business it is critical to stand out from the crowd.

Thanks

Jul 29, 2017 05:45 AM
Greg Mona
West USA Realty - Scottsdale, AZ
Professional Real Estate Representation for YOU!

Great post Ron and Alexandra Seigel! I believe the old saying is "Imitation is the best form of flattery" (or something like that), so if you remain unique and fresh, then are copied, you know you are doing something right!  Really though, most people hire us because of who we are, so stay unique and true to yourself, and don't worry about what the other "experts" are doing.  You will get your fair share. Our business is a marathon, and not a sprint. 

Jul 29, 2017 06:48 AM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC
The RIGHT CHARLOTTE REALTOR!

Oh, that is SO true, Alexandra! Love this post.

Too funny but, in 2008, I created a farming campaign and also took it online about 'Hiring the Right Realtor®.' I sent post cards to the masses and marketed the 'reasons' online as well. I have personally received no fewer than 5 IDENTICAL postcards with different logos on them and have seen others online imitating that same line...over and over again! 

One of my dear friends, Leigh Brown, has the same issue often with local agents - she reminded me that this was the most sincere form of flattery and it screams of desperation. After the first couple of postcards and 'sightings' online, I no longer fume about it! LOL

Jul 29, 2017 06:55 AM
Mike Kelly,CRS,CIPS
The MJKelly Team - Santa Rosa, CA
"One of Sonoma County's Natural Resources"

Plagerism is the sincerest form of flattery!

Jul 29, 2017 08:58 AM
Mike McCann Nebraska Land Broker
Mike McCann - Broker, Mach1 Realty Farm & Commercial Land Broker-Auctioneer Serving Nebraska - Kearney, NE
Farm & Commercial Property For Sale 308-627-3700

I agree with Ron # 41.  I just do my thing.  If I see someone doing something I like...I may do something similar but usually doing my thing is different than the other guys and gals.  Thanks for a great reminder!!

 

Jul 29, 2017 09:25 AM
Dorte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Ron & Alexandra,

Better to think a minute about your UVP (unique value proposition) than do any "me three" stuff. You have a lot of good advice that is percolating in my head.

Jul 29, 2017 04:37 PM
William Feela
WHISPERING PINES REALTY - North Branch, MN
Realtor, Whispering Pines Realty 651-674-5999 No.

I do't want to look like the others, I want to stick out  like a sore thumb.

Jul 29, 2017 05:17 PM
Jason Anderson
Platinum Realty - Bartlesville, OK
Realtor®, GREEN, C2EX, Lifestyle Strategist

Great post! I see this happen all the time, and always with the same results (or lack thereof). It is always best to just be yourself and focus on your strong points. Be the disruptor!

Jul 30, 2017 06:13 AM
Ron Tissier
Chapman Hall Premier Realtors (404) 580-9069 - Atlanta, GA
Defining Homes. Defining Lifestyles.

Good read and an eye opening post folks.  Always best to be your "true" self to stand out from the crowd.

Cheers!

Jul 31, 2017 06:32 AM
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-739-3843

In its own way, it certainly is a compliment to see someone try to steal your thunder. That's the positive spin on it, I guess. I had another agent who tried to start her own Fishhawk Lake facebook page (as I have had one that seems to have taken on a life of its own). It hasn't taken off. Oh, boohoo. 

Jul 31, 2017 06:47 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gayle Rich-Boxman Fishhawk Lake Real Estate anyone can copy a FB page, and have some results with that.  They could copy your website, your blog, etc.  What they can't copy is your unfair advantage which is what makes you inimitable. Very simply put is that you are true to yourself, comfortable in your skin and it shows in your confidence, your way of doing business, your sense of humor and your care.  That is what makes you inimitable in my ever so humble opinion.  Big hugs and have a great week.  A

Jul 31, 2017 08:14 AM
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-739-3843

Well, I'm just going to take all of that and put it in a big Happy Box and open it up when I need a boost. Thank you for sharing your ever so humble opinion! Big hugs backacha!!

Jul 31, 2017 10:15 AM
Adele Galus
AMG Executive Realty - Roseville, CA

The key to success is the confidence in how you present yourself as the more you know about your business in Real Estate it makes it that much easier to promoto.  Failure is a result of no effort.  Great post as it reminds be of the saying "fake it until you make it".  

Jul 31, 2017 10:45 AM
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Ron and Alexandra Seigel, everything we do is public(well..business that is)  so it's easy to copy, however, it's pretty difficult to copy our unique approach, our views and values.Be yourself, that would be hard to copy. 

Aug 02, 2017 04:30 PM
Clint Lohr
Keller Williams Larchmont - Los Angeles, CA

For so long, I thought I had to fit a cookie-cutter mold to be successful in real estate. If you try to be someone, it's just phony and unauthentic.

Aug 02, 2017 07:43 PM