Branding Moment: The Unique Value Proposition Hooked Us In

By
Services for Real Estate Pros with Napa Consultants DRE00893924

We rarely follow guidebooks when choosing a restaurant when we travel.  Most of the time, we will ask a local, or our hotel concierge, or we more often than not, we let our intuition or branding nose guide us.

 

After several hours of walking in Paris, it was lunch time.  We walked into Lavinia, a wine store just to explore.  As we looked up, we noticed they had a restaurant, on the second floor. (pictured above) When we got up there, the host told us they had great food, and showed us the menu which we liked. 

As I (A) looked up I saw this sign on a blackboard pictured above.  Translation: We serve all our wines at the store price.  In other words, unlike other restaurants, there is no markup on their retail price. And there it was their unique value proposition which hooked us in.  And you can also see that same statement on their red wall in the restaurant.

 

Here is the unique value proposition defined:

Also known as a unique selling proposition (USP), your UVP is a clear statement that describes the benefit of your offer, how you solve your customer's needs and what distinguishes you from the competition.

 

Of all the restaurants we have eaten in globally, nationally and locally, this was a first. Some had a wine store as part of their premises and they had the usual mark-up.

 

By the way, our lunch was delicious as promised as were the wines our waiter suggested. We were so glad we arrived early, because within 10 minutes of us sitting down, the place was full with the local business people.  Next time we are in Paris, we look forward to having another meal there.

 

Will your unique value proposition hook your market in to do business with you?

 

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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Rainer
417,127
Rose Mary Justice
Synergy Realty Pros - Dandridge, TN
Synergy Realty Pros

The service that you experienced will take you back again and again.  Same with real estate.  Give clients something of value and they will return and refer you often.

Jul 30, 2019 06:14 PM #39
Rainmaker
2,886,297
James Dray
Fathom Realty - Rogers, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

A unique find to be sure.  Good to hear you and Ron had a good meal

Jul 31, 2019 01:41 AM #40
Rainmaker
1,669,438
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

Congratulations on a other great post and feature - it gives me something to think about - interesting how they were able to make savings and a lower price part of their value proposition 

Jul 31, 2019 04:19 AM #41
Rainmaker
754,401
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

Very clear and a good hook obviously appealing to the local clientele. I have heard Costco although they don't advertise it, only have a maximum mark up of 15% on all their items, wines included. 

Jul 31, 2019 05:41 AM #42
Rainmaker
1,201,022
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel,

Congratulations on the gold star and you have illustrated a point we need to understand and appreciate how important having a unique value proposition really is for your business.

Jul 31, 2019 07:18 AM #43
Rainmaker
198,232
L. Scott Ferguson
Ask4Ferguson - Your House-SOLD Name in Real Estate - West Palm Beach, FL
Sunny Florida Real Estate Professional

Great post and awesome reminder for my USP!  

 

Blessings

Jul 31, 2019 08:15 AM #44
Rainmaker
165,500
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Great example of a USP and UVP.  Now, to ponder how to apply these principles...

Thanks, R and A!

Jul 31, 2019 09:28 AM #45
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry sometimes these things are right under our nose and we do not even know they are there.  Which is why we have a branding nose, we know how to find these.  A

Jul 31, 2019 09:34 AM #46
Rainmaker
372,887
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
Santa Cruz Mountains Property Specialist

Thanks for an interesting example of a great USP from a different business!

Jul 31, 2019 09:58 AM #47
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

M.C. Dwyer Thank you for your comment, and I really like your new photo.  A

Jul 31, 2019 01:58 PM #48
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nick Vandekar, 610-203-4543 We don't belong to Costco anymore.  We realized that we were not really buying much, and the wine selection here had become mediocre in our opinion...I have no idea what their markup is, but our local lady had some of the same wines for less.  A

Jul 31, 2019 02:00 PM #49
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lise Howe They now have 3 stores in Europe (plans to open more), and these stores are at least 20,000 square feet.  They have incredible buying power, they carry fine wines and spirits from all over the world including California... A

Jul 31, 2019 02:03 PM #50
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib thank you for your nice words.  Many are reluctant to find out what makes them different, it is as if they are afraid to lose their popularity.  A good differentiatior will also make one's brand easier to sell when one retires.  A

Jul 31, 2019 02:06 PM #51
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® thank you for the kind words.  We have quizzed top producers (not self-proclaimed) the real ones, and not one could express their unique value proposition...It is not just in real estate, this is true of so many businesses.  A

Jul 31, 2019 02:08 PM #52
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Rose Mary Justice Oh, so true...here I am raving about them, and we definitely will be back to eat there.  A

Jul 31, 2019 02:10 PM #53
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander these are very smart people, a sommelier and a chef.  They understand prices, markups, and they are bringing out small wineries also, which would not get noticed under ordinary circustances...A

Jul 31, 2019 02:12 PM #54
Rainmaker
3,797,390
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good evening Ron and Alexandra Seigel ,

As always you provided us with a very visual example of a business setting themselves apart from their competition! If we take a look it shouldn't take long to figure out what we we are doing to set ourselves apart from our competition! If we can't think of anything we better get to pondering and figure it out. Congratulations on the well deserved featured post!

Jul 31, 2019 04:47 PM #55
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dorie Dillard CRS GRI ABR Thank you so much for your kind words.  They are appreciated and welcomed.  Wishing you a great rest of the week.  A

Jul 31, 2019 04:52 PM #56
Rainmaker
1,009,255
Corinne Guest
Corinne Guest, REALTOR® | Barrington Realty Company - Barrington, IL
Barrington Lifestyles

I love their color scheme as well, bold and beautiful. As I am not a wine drinker I might just have stayed for the color scheme.

Aug 01, 2019 07:19 AM #57
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

 Corinne Guest the food was definitely outstanding, and I would go back for it.  The menu changes every two weeks depending on what is fresh and in season.  I agree about the color scheme, they have the perfect red.  A

Aug 01, 2019 07:33 AM #58
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