If you are going to come up with a brand for your real estate marketing business, be sure that: 1.)It attracts your target market, 2.) It has a genuine differentiator like a niche or a specialty, and 3) a good story behind it. This is a basic guideline!
Ron and I happen to be a perfect target for the bottle of olive oil pictured above. We often buy special olive oil for ourselves and for our "foodie" friends as gifts for birthdays, Christmas or Hanukkah. We liked the bottle and the color of the label, however, we did not buy it. Here is our reasoning.
The name "Bare" meant nothing to us. Seeing that the olive oil originates from Portugal. I looked up the translation of "bare" from Portuguese to English. What came up is "barge."The word "bare" is used as part of many URL's.
In English, the word "bare" is not one we would choose for a luxury product. Wanting to be fair-minded, I found their beautiful website. What the company means by "bare" is nothing added just the olives are in the bottle. It mentioned their wonderful aged trees and the care they put into maintaining the quality. This idea is no different for any fine olive oil. One presses the olives and puts the oil in a bottle.
The words "gluten free" also made no sense to us. Olives have no gluten, and olive presses are made solely to press olives.When we lived in Northern California's wine country, we visited the Community Olive Press in Sonoma County that presses olive oil for wine country residents at .75 cents per pound. No gluten ever touched that press, which was the insinuation that the site made, when it came to differentiate themselves from the olive oil competition.
It took us all of 5 seconds to decide not to buy this brand. It did not resonate with our standards. For the same price, we can purchase a bottle of Organic Extra Virgin Olive Oil from one the finest Olive oil producers in Italy.
Use this as a simple guideline to analyze why a service or a product appeals to you or does not. It will help you understand the power of branding, and the importance of getting it right!
You want your target market to say: "Yes, I want to list my home with this individual or team!'
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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