As a follow up to our Playbook of several weeks ago,
“Beating the Competition at Their Own Numbers Game,” we’ve had a few more
conversations with agents facing that hurdle in their markets, and come up with
some additional insights to use against that gorilla positioning.
When facing a competitor you know will be touting their
larger size in the market—or even just a subdivision or zip code—it can pay to
help your potential client think about what that grandiose slogan of “We’re the
biggest” or “We have more signs in the yards” or even “We sell more houses”
really means to them and how it impacts their decision making.
When you dig into it, does size always mean quality? Maybe it’s possible, but typically we don’t
equate largest size with highest quality.
Do you go to Wal-Mart or Target to buy a top quality business suit or
bottle of wine? The finest leather shoes
or freshest cigar; the best wild salmon or rarest single malt? Hardly!
While Wal-Mart and Target have their advantages and we all may shop
there from time to time, we certainly don’t equate those mega-gorilla stores
with the word “best.”
As we said in the earlier Playbook, one aspect of having
more signs in the yard is of course pure competition and dilution of exposure
for that new listing. Why would a savvy
seller want to put themselves in that situation?
So, what might a seller consider the “best” instead of the
biggest when selecting a listing agent and company?
Wouldn’t that include things like how fast we sell our
listings and how our average sale price compares with the competition, for both
the company and for us as an individual agent?
For starters, the inside page of our new Rock Solid Marketing Plan has a
startling chart showing that Prudential agents achieved the highest average
sales price across the USA, by a margin of nearly 11% over the closest
competitor. Wow! Talk about a great “best” stat.
Again, it’s mastering those stats we keep talking about, and
we continue to see how important they can be and how those details can help us
trip up that gorilla!
David M. Hassler
Director of Coaching
No comments:
Post a Comment