How Are You Positioned?
R/E Entrepreneurs and Investors have very little positioning going on in their seller prospects’ minds. At best they have inherited the overall banner of “we buy houses” if they are doing any advertising at all.
There is little, if any, attempt to differentiate themselves from all the other choices the seller has, so as to make them preferentially unique to motivated
sellers.
Positioning, when done well makes you crackle with vivid clarity for your seller prospects so they know exactly what they’ll get from you. It’s when they see or hear of you they are able to immediately say, “O-o-h. You do that!” .
Without positioning there is no recognition in the eyes of the seller what you do and what you mean to them. Without positioning there is no differentiation of you from all the other R/E Entrepreneurs out there.
Every call is a cold call where you are trying to convince the seller to sell your way because there’s something great about you and your creative financing. Every ad looks like those around it and says basically the same thing. When someone calls they get an answering machine that says, “leave a message...”
Do you see what’s wrong here? Look at those examples we talked about earlier. Volvo could have told me about their rigorous design specifications and optimal work environment, but instead they went for the bottom line. They told me I’d be safe when I’m driving a Volvo.
Dominos could have gone on at me about their sauce and toppings and secret herbs, but instead they told me I’d have the pizza in front of me, hot and ready for my mouth, in 30 minutes or less.
In both of these cases the focus is on the consumer and they know exactly what they are buying. They’re buying “safety”, in the case of Volvo, and they’re buying “time”, in the case of Dominos.
So. How are you positioned in your target seller prospects’ mind? Do you even have any kind of positioning? What are people buying/seeking when they call you? You simply must ask yourself these very important questions.
If you don’t have any positioning now, that’s both good and bad. Good because now you know you don’t, and you can go from here to do something about it. Bad because, even though you may think you haven’t, you really have. You’re unidentifiable, undifferentiated, part of the blur, and just another difficult , annoying, confusing distraction to be zapped away and ignored.
I hope you can see how crucial this whole area of positioning is. It is essentially a matter of, is your real estate investing business just fumbling around in the dark, or is it operating in the sharp, bright, clarity of daylight, planning, and making deliberate decisions about what it does each day?
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Ben Innes-Ker is a full time real estate investor and author of the Motivated Seller Magnet - Automatic Lead Generating System. He is constantly fine-tuning his marketing and business systems to make his investing more profitable with less effort, so he can spend more time enjoying life with his wife and 2 young children. He shares these unique profit making systems with his Power Marketing Members.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
There is little, if any, attempt to differentiate themselves from all the other choices the seller has, so as to make them preferentially unique to motivated
sellers.
Positioning, when done well makes you crackle with vivid clarity for your seller prospects so they know exactly what they’ll get from you. It’s when they see or hear of you they are able to immediately say, “O-o-h. You do that!” .
Without positioning there is no recognition in the eyes of the seller what you do and what you mean to them. Without positioning there is no differentiation of you from all the other R/E Entrepreneurs out there.
Every call is a cold call where you are trying to convince the seller to sell your way because there’s something great about you and your creative financing. Every ad looks like those around it and says basically the same thing. When someone calls they get an answering machine that says, “leave a message...”
Do you see what’s wrong here? Look at those examples we talked about earlier. Volvo could have told me about their rigorous design specifications and optimal work environment, but instead they went for the bottom line. They told me I’d be safe when I’m driving a Volvo.
Dominos could have gone on at me about their sauce and toppings and secret herbs, but instead they told me I’d have the pizza in front of me, hot and ready for my mouth, in 30 minutes or less.
In both of these cases the focus is on the consumer and they know exactly what they are buying. They’re buying “safety”, in the case of Volvo, and they’re buying “time”, in the case of Dominos.
So. How are you positioned in your target seller prospects’ mind? Do you even have any kind of positioning? What are people buying/seeking when they call you? You simply must ask yourself these very important questions.
If you don’t have any positioning now, that’s both good and bad. Good because now you know you don’t, and you can go from here to do something about it. Bad because, even though you may think you haven’t, you really have. You’re unidentifiable, undifferentiated, part of the blur, and just another difficult , annoying, confusing distraction to be zapped away and ignored.
I hope you can see how crucial this whole area of positioning is. It is essentially a matter of, is your real estate investing business just fumbling around in the dark, or is it operating in the sharp, bright, clarity of daylight, planning, and making deliberate decisions about what it does each day?
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Ben Innes-Ker is a full time real estate investor and author of the Motivated Seller Magnet - Automatic Lead Generating System. He is constantly fine-tuning his marketing and business systems to make his investing more profitable with less effort, so he can spend more time enjoying life with his wife and 2 young children. He shares these unique profit making systems with his Power Marketing Members.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
posted by benji at 4:35 AM
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