Positioning By Al Ries and Jack Trout

The answer to the question “How to be seen and heard in the overcrowded marketplace” is THE question of the day for real estate agents.

With more than 7500 Realtor members of NEFAR and when combined with the surrounding boards there are over 10,000 agents for you to compete with for a customer’s attention.

The goal of Positioning is to help you to understand how to achieve that place in the mind of the customer such that “When I think of real estate I think of YOU”!

Ries and Trout share with us that for most product and service business categories it is rare that a customer can name more than three brands or people!

To prove this point at a recent business develop seminar I asked the room of twenty to write down the name of (3) personal injury firms, then asked each to read aloud the names, we than tallied the results.

In a room of twenty, the total number of firms named was only (8), with many people only able to name one firm! With big budgets for radio, TV, buses and billboards most attorneys in town remain unable to cut thru the clutter.

With 10,000 agents for a customer to choose from, how can you narrow the list to be “top of mind” when they think about real estate? That is the mission of Positioning.

My original read of Positioning was more than 15 years ago and it has been a regular read since.

Positioning is truly a marketing classic that will give you guidance on your own marketing and help you better sort your answer to the question “Among all the choices of whom to list my home with, including being a FSBO, why should I choose you”?
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