Your Unique Selling Proposition
This is Part #4 of a new blog series on The Three Luxury Real Estate Marketing Keys for Personal Branding. Define. Align. Refine!
In Part 1 we covered self-definition as the starting point for creating a personal brand. In Part 2 we explained the importance of personal alignment. In Part 3 we demonstrated that the result of self-definition and personal alignment is feeling centered. Here we discuss the importance of articulating your unique selling proposition which is part of the refinement process that allows you to stand out from your competition.
In Beverly Hills, on the famed Rodeo Drive there resides several high profile competing jewelry stores including Cartier, Van Cleef & Arpels, Tiffany, Bulgari and Harry Winston. Rodeo Drive is only a couple of blocks long. They have much in conmon. Yet, they are all thriving.
1. Each has a beautiful, inviting store front well-positioned on the street for walking traffic. Each is located on the right street (in the high rent district) given their price points.
2. Each is famous for their jewels and their integrity
3. Each is a reputable global luxury brand.
The unique factor is that each appeals to a different clientele. For instance, if you are looking for rare stones (pink or canary diamonds), Harry Winston is your store. This is the primary reason to shop there. In a couple of words they sharply differentiate themselves from the others: rare stones. Can you think of of one or two words that clearly define how you are different?
Cartier is known for the intricate design of their necklaces and pendants and for having been a favorite of the Duke and Duchess of Windsor. Van Cleef & Arpel s is known for their “mysterious diamond setting” where no prongs appear.
You are a luxury real estate agent; your firm may be a well known luxury brand or may have a luxury division. Now, what are YOU famous for? What is your appeal to sellers and buyers that is unique and distinct? Once you have identified your unique selling proposition you must refine the way in which you communicate it so that your target market can understand it in a nano-second and can tell other how you are different from your competition.