Brand Positioning: Becoming A Game Changer with What You Stand For!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

Simply stated, brand positioning is the space that a given brand occupies in the mind of its customers or clients.  What does your personal or company brand stand for?  Where do you stand in the minds of their target market in relationship to your competition?

 

This is your brand position. In the commoditized world of real estate marketing, your ability to clearly define and effectively communicate your brand position is the most powerful way accelerate the pace at which you grow your business and you become the game changer.

 

In the fiercely competitive beer market, this recent campaign by Miller Beer was in our opinion brilliant.  Created by DDB Chicago positions the age old slogan of Miller Beer "It's Miller Time!" as the original social media, is positioned as the antidote to  collective social media. 

 

The company’s research found that people will spend five and a half years of their lives on social media, and 50% of 21-to-27 year olds only meet up with their close friends a few times a month. 

 

Take time to view the following 3 videos (total time 2 minutes and 2 seconds) Each makes a clear statement as to the difference between a few thousand followers vs a few friends called "Followers". 

 

We also liked this video this 16 second video that made this subtle statement about online dating.  This 16 second video is called "Swiping Left!"

 

And we wish you lots of HahaHa moments with your friends with this additional 16 seconds video.

To add to the campaign's momentum, the brand is "complementing this notion with a promotion that will reward drinkers who unfollow Miller Lite on Facebook and Instagram with free beer. Just text a photo or screenshot to an SMS short code and include keyword “Unfollow,” and the brand will send you a link to upload a receipt from buying some Miller Lite, and the brand will credit your PayPal account. Miller Lite is also taking two weeks off from any social media of its own.

 

Whether you are selling beer or real estate, you have to stand out in the minds of your clients.  Taking command of how your personal or company brand is perceived in the minds of your target market is the essence of brand positioning. As a real estate marketing professional, if you do this right you can become the game changer in your marketplace.

 

What does Your Brand Stand For?

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 2 times:

Re-Blogged By Re-Blogged At
  1. Barbara Todaro 01/14/2020 03:14 AM
  2. MichelleCherie Carr Crowe Just Call...408-252-8900 01/14/2020 01:01 PM
Topic:
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Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD truth is that social media on line is not working so well when it comes to real estate.  Exposure is great no doubt about it, but I have yet see solid proof of sales.  We have done extensive SEO with top people and the results are not there, we have had chat bots, you name we have done it and the best results do come from personal contacts that are grown by staying in touch.  If one  is selling widgets, wine, and other small items or known items. I would recommend a social media campaingn big time.

Real estate is an emotional journey, and you. need a person not artificial intelligence to take you through the process.  The tech facilitates and eases the transaction and that is wonderful.  

On the videos, you. are right...not just pretty faces.  A

Jan 14, 2020 02:29 PM #36
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Stephen Turner Thank you for your comment, it is good to hear from you.  I see the beginning of a trend here, that others big agencies will start echoing. A

Jan 14, 2020 02:34 PM #37
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

MichelleCherie Carr Crowe Just Call...408-252-8900 I think the research that their agency did is showing the way and the change that is coming. A

Jan 14, 2020 02:35 PM #38
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD the dating one got to me.  When Allie was here she was talking about the dating sites, and how they were all awful and she nor her friends want any part of them...I wish her a wonderful encounter.  A

Jan 14, 2020 02:37 PM #39
Ambassador
1,930,553
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

I liked that one too...and it is easy to miss what is right in front of you when a phone is stuck in your face. Dating prospects, or real estate prospects. 

Jan 14, 2020 02:50 PM #40
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD Amen.  I was just reading Roy Kelley 's post on their home show, and it reminded me of one our clients who was a lender split a boot with a real estate broker at the home show, and they both came how one with listing and the other one with re-fi and request for loans.  One just has to fit themselves in the right environment.  A

Jan 14, 2020 02:55 PM #41
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Laura Cerrano nothing better than being the person you were meant to be.  That is what works...A

Jan 14, 2020 02:57 PM #42
Ambassador
4,008,073
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- I thoroughly enjoyed the videos, especially the first one!!! You should have seen the looks on my great-nephew's faces when at our Thanksgiving dinner I grabbed their phones from their hands and gave them the look.

As for branding, while we may not be able to translate it directly to what we do, it does inspire us to think outside the box when branding. 

Jan 14, 2020 04:27 PM #43
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib good for you for grabbing their phones.  I am sure they will thank you for the look...Branding is outside the box definitely.  Most of us still live in the box created by well meaning educators, parents and peer pressure.  When you carve all that away like Michelangelo did, you have something very special.  

A

Jan 14, 2020 04:32 PM #44
Rainmaker
2,629,479
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

"The company’s research found that people will spend five and a half years of their lives on social media, and 50% of 21-to-27 year olds only meet up with their close friends a few times a month." 

Those are frightening numbers! 

Jan 14, 2020 06:01 PM #45
Rainmaker
2,629,479
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

CONGRATULATIONS Ron and Alexandra, on having this blog FEATURED in the Old Farts Club group!  

Jan 14, 2020 06:02 PM #46
Rainmaker
3,033,176
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

Never seen that first video, at least that I can remember.  I'm a Bud Light guy, have one every evening.  Of course that reminds me it's time to restock the fridge

Jan 15, 2020 01:15 AM #47
Rainmaker
230,527
Rick Frissell
HomeXpress Realty - Valrico, FL
aka "The Red Baron of Real Estate"

Alexandra, I always love the topic of "branding."  One of my favorite books, already ad classic by Seth Godin, is Purple Cow.  If one has not read and wants a quick tutorial, Seth can be viewed on You Tube with the dynamics of Purple Cow.

Jan 15, 2020 04:35 AM #48
Rainmaker
1,244,860
Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

Really liked each video ... but the first one really grabbed me, Ron and Alexandra Seigel.  Was I the only one saddened by the short attention span of so many in the video??  Maybe it's because I encounter this issue so often during the day with my clients.  I've found that I need to breakdown tasks or requests in "baby steps" or smaller bites in order for tasks to be completed.  It definitely has slowed down the mortgage process, in my eyes.  Perhaps addressing and "unplugging" ourselves more often will also cure this ill??

Gene

 
Jan 15, 2020 10:29 AM #49
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi I think you have answered your own question.  We are all guilty of this because we are on automatic.  I was driving back from an errand, and we have gorgeous day with the ocean sparkling and Ron was missing it, because he was looking on the phone.  I asked him is what you are reading more important than seeing the ocean and the textures the sun is creating on water?  It was not!  

In our family on Ron's side, when we all have dinner, there are no phones except to take pictures...on my side, the kids are too small for phones, and I hope the same training will take place.  And I loved that Kathy Streib took the phone away from her nephews at Thanksgiving and gave them the LOOK!  A

Jan 15, 2020 12:36 PM #50
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat yes, it is frightening, and I am so glad that this beer brand is taking the lead to promote "original social media!"  And thank you for the feature in my all time favorite group.  A

Jan 15, 2020 12:38 PM #51
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Rick Frissell We have been in the branding biz all our lives, and students of it in high end retail in commercial real estate.  We knew who would fit where and how to create new areas for the hip brands that were emerging.  And we read Godin's book prior to its popularity.  And it is an excellent primer.  A

Jan 15, 2020 12:40 PM #52
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray the message "a few friends, rather than a thousand followers!" was the impactful message.  We don't drink beer and that was what I noticed in a TV commercial.  A

Jan 15, 2020 12:42 PM #53
Rainmaker
177,612
Eva B. Liland Century 21 Doug Anderson
Century 21 Doug Anderson - Lancaster, CA
Glad to be of Service 661-714-1643

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Looking at the videos, it reminded me about this image. Branding yourself as a Realtor requires you to be real, live, in person.

Jan 17, 2020 06:21 AM #54
Rainmaker
4,631,042
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Eva B. Liland Century 21 Doug Anderson what a great cartoon.  Oh those friends on Facebook!  What a great comment.  A

Jan 17, 2020 09:18 AM #55
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