Niche Marketing: THE #1 MARKETING FEAR

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Services for Real Estate Pros with Napa Consultants

Number One Fear from The Language of Luxury on Vimeo.

 

Number One Fear from The Language of Luxury on Vimeo.

 

The fear of being pigeonholed is the #1 marketing fear. The concern is all about losing out on potential referral business. The key is taking control of how YOU are perceived. This video covers this issue and includes a case study of how one of our clients found her niche!

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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. Debbie Reynolds 07/11/2018 05:00 AM
Topic:
Real Estate Best Practices
Groups:
Luxury Home Marketing
YouTube Thursdays
Old Farts Club
I Love Listing(s).
Tags:
luxury real estate personal and company branding

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Ambassador
1,648,202
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Hi there you two. Good morning. Another great post that reminds us all to stay in our own lane. 

Jun 28, 2018 08:37 AM #11
Rainmaker
3,952,182
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Brian England Thank you for your comment, and if it works for you, that is fabulous.  A

Jun 28, 2018 09:52 AM #12
Rainmaker
3,952,182
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD Thank you for the feature, and for many it is very hard to stay in their own lane.  When you watch runners whether in short distance competition or long ones, they don't look away from their lanes, those are precious seconds that put them behind.  A

Jun 28, 2018 09:53 AM #13
Ambassador
1,473,916
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

I will watch but I have no fear of being in a niche. I always thing about what I have versus what I don't.

Jun 28, 2018 10:09 AM #14
Rainmaker
971,835
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

HI Ron and Alexandra Seigel - Another great explaination of niche marketing. The whole video works well.  But the actual example shows that one agent can offer that special personal attention to sell your luxury home. 

Jun 28, 2018 11:31 AM #15
Rainmaker
3,952,182
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® Thank you, and I hope people understand that there is room for everyone to do their thing...like Tanya vs the 30 plus team.  A

Jun 28, 2018 12:35 PM #16
Ambassador
2,848,973
Paul S. Henderson, REALTOR®,CRS,
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

I know several agents, during the downturn, that went strictly to foreclosed homes and have had a hard time shaking that persona Alexandra.

Jun 28, 2018 02:40 PM #17
Ambassador
3,498,030
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- a bit of a conundrum,  If you don't identify your niche then you can't distinguish yourself. But you have to accept that you may need to refer opportunities that may fall outside your niche to someone else unless you want to expand into that niche as well. 

But too often, especially when you're starting out, you cringe at the thought of turning away any business opportunities at all. So you try not to pigeonhole yourself. 

Well done. 

Jun 28, 2018 05:28 PM #18
Rainmaker
2,885,808
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Great points in your video, I have been known as the Land-man in the greater Los Angeles area and it is a good place to be...the joke is always wow you sell homes too? Hence when I sell one for four or five million everyone is surprised:) your video is spot on!!Endre

Jun 28, 2018 09:54 PM #19
Rainmaker
2,993,350
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Hello Alexandra and Ron - I have bookmarked your post.  I attempted to watch it twice without success- maybe because I am accessing it via my phone.  Oh,well.

Jun 29, 2018 06:01 AM #20
Rainmaker
4,853,338
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thank you very much for sharing this video.

Have a wonderful weekend. We have a very hot day in Maryland.

Jun 30, 2018 07:32 AM #21
Rainmaker
396,969
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Thank you for sharing these two videos ... great explanation of being pigeonholed ... Congrats on the Feature!  Well deserved.

Jul 06, 2018 05:23 PM #22
Ambassador
3,902,483
Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

I suppose I should have known this but didn't. Thanks for the sharing a great video.

Jul 10, 2018 08:45 PM #23
Rainmaker
540,216
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

Beautiful job of recreating this Realtor's website. Now she may be pigeonholed as a luxury property expert!

Jul 11, 2018 07:56 AM #24
Rainmaker
3,952,182
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Pat Starnes-Front Gate Realty That agent sold that house in the worst time of the recession...it iginited her practice.  A

Jul 11, 2018 08:23 AM #25
Rainmaker
3,952,182
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs you can always access the video through our web site.  Happy Wednesday, A

Jul 11, 2018 08:24 AM #26
Rainmaker
1,815,294
Patricia Feager, MBA, CRS, GRI
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Ron and Alexandra Seigel - Excellent presentation on niche marketing. Ron has the perfect voice to explain it with clarity and ease of understanding. This is a very important message to all.

Thank you!

Jul 11, 2018 06:10 PM #27
Rainmaker
94,709
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

RON RON RON: EXCELLENT exposition on this topic.  I just had a meeting with a builder here in Orlando and we discussed this topic.  He feels by being branded with a certain style of home is going to make his business prosper.  I can agree with a certain aspect of this thinking.  If the current trend is "transitional contemporary" then perhaps this is going to be a big winner in the short term.  But what if styles change -- as is so often.

So do you rebrand yourself when the winds change direction?
Every industry has to look at things from their own perspective but the example you gave here is quite compelling.

You have given me a lot to think about and I appreciate it.

Jul 17, 2018 10:21 AM #28
Rainmaker
94,709
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

Wait a minute, I may need to lose weight and get a facelift for that kind of marketing!!

Jul 17, 2018 12:44 PM #29
Rainmaker
3,952,182
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry You can always expand your niche.  We have a friend in Los Angeles who was a character actor.  He wanted to be like Robert Redford with whom he starred in one of Redford's movies.  He turned down serveral long term wonderful roles in TV series, because of that.  He refused to realize that he was not Redford.  Had he taken those TV roles, he would have been offered a starring role, because both of the series he turned down where number one in their heyday!  So he ended up taking small parts in TV series and never made an impact.  A

Jul 17, 2018 01:22 PM #30
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