Real estate marketing professionals regardless of their niche, often underestimate the importance of achieving top-of- mind status in a specific category.
When you have a niche or a specialty, this becomes your brand.
Studies have shown that most humans typically hold up to 3 brands per category at most in their minds. If you do not come up as top-of-mind in a category your market share or lack thereof, will usually reflect this important branding phenomenon.
Try some 15 second categories quizzes to get more of the idea of how this plays out. How many brands come to your mind in just 15 seconds when you think of:
- Smart Phones?
- Cellophane adhesive tape?
- Singing-only talent competitions on TV?
Our minds think in categories, whether it is products, services, plants, animals or entertainment.
That is why it is so important for you as a real estate marketing professional to stand out and become known for some specific niche within the minds of your target market.
We only have room for a few products or services in each category, at least from the standpoint of being able to readily recall the brand name.
The goal of branding is to achieve top-of-mind status in that short list of products or services within any given category.
To stand out and reach the top of the list you have to make it easy for others to communicate about your brand to others.
And the best part of having a branded niche is that you do not have to promote yourself all over the planet, or planets. You focus on your target.
You just promote where the market is. A brand saves you time and money.