Perhaps one of the most important principles that luxury real estate or any other real estate marketing professionals need to understand about personal branding for real estate agents is this: Out-think, not out-spend your competition. If you want to out-smart your competition, find something, some niche that you can do better than anyone else in your marketplace. Don’t waste your time or your money becoming a what is known in marketing speak as the “me-too”in a niche that your competitor dominates.
Every year in the United States companies invest over $300 billion in marketing products and services. A huge portion of this is spent on introducing new brands in the marketplace. The majority of these new product launches never get off the ground. The reason for this is that they are a me-too. Here are several ways to tell if your brand is a me-too.
Your website looks like your competitors, same design, same colors, same template etc.
You use the same social media channels and other channels to spread the word of your brand, and your marketing resembles your competitors. You even use the same vendors that everyone else uses.
Potential clients cannot tell the difference between you and everyone else, because your story and services sound the same as everyone else’s: professional photography including drones, state of the art technology to drive leads, to your website, brilliant SEO, and so on and so forth. Even your promises are similar.
You use the same words as your competition to differentiate yourself, including the same real estate designations.
If any of these are true for you, you will be doomed to outspending your competition in order to be noticed first
As a real estate or luxury marketing professional, the size of your advertising budget does not guarantee your success if you fail to form a strong emotional connection with your target market, whether it be with consumers or referring real estate agents from outside of your marketplace. Win the hearts and minds of your target market in a niche you can own. There are so many niches to own and create when you think outside of the me-too box.