Market leaders in luxury real estate, or any industry for that matter, do not have to brag about being better than the competition.  They simply need to clearly and consistently communicate their unique promise of value to their target market with an economy of words or actions.  The self-confidence of market leadership comes from instantly articulating the difference between your apples and their oranges.

Here, in two simple sentences, Apple differentiates itself from Google and Amazon (“the oranges”) without even referencing its competitors:

“You’re in control of your data. Searches are not associated with your Apple ID and not shared with third parties”.

Gender discrimination has been a hot topic in Silicon Valley as of late, given the high profile case against the venture capital firm of Kleiner Perkins. Today, at the Apple WWDC 15 developer’s conference in San Francisco, there was a balance of men and women presenting.  With market leaders, actions speak louder than words.

Even if you are the challenger and not the market leader, it is mission critical that you discover how you are different and better than your competition. You will find that there are many independent thinkers out there who will give you a chance to prove yourself if your value proposition is compelling enough. Underdogs have more power than they might realize.  ASSUME the self-confidence of the market leader and you will become one, too!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.