An article about Nike's new shoes inspired this post. Some athletes complained that wearing these shoes would give someone an unfair/competitive advantage! They even enlisted the help of the Olympic Committee to ban them. The Olympic committee ruled that shoes cannot win a race...It is the individual in the shoes that wins the race!
This bit of news led us to a discussion yesterday morning in our mastermind. In order to differentiate yourself from the crowd of real estate agents or companies, you have to tap into that unfair/competitive advantage that you were born with, develop it and utilize it to the max and we would not advise you to buy the latest greatest shoes.
Those who are critical of successful people are actually (in our opinion) apologizing for their failure to realize their potential. We ask our clients, "what can you do better than anyone else?" Identify your unfair/competitive advantage and find a way to capitalize on it! Here is an example.
One of our clients wanted to best #1 and #2 in her marketplace. #1 was from an old well- known and beloved wealthy family. This person was admired by her circle of friends and was an excellent agent. She would get together with her circle for high tea, and walk out with several listings. Her unfair advantage was the best connections in the luxury real estate domain, where her sphere sold and bought.
#2 's husband had a position of power in the city. Since she was part of his campaign, they were connected politically to the shakers and movers. Like #1, she is an excellent agent. Those connections led to her success in the luxury market.
Our client had no connections to rely upon. Like the other two she is an excellent agent. She could not get into the door of either sphere, even though she is as competent as they are. As #3 she had a solid sold portfolio of luxury homes.
What she could do better than anyone else is related to the new wealth and economy that was growing in the marketplace, and the areas where they wanted to live, which differed from her competitors.. She was a natural for those who fit that category. They could easily relate to her on many levels! Remember, people like to do business with people like them!
Do You Know What Your Unfair/Competitive Advantage Is?
Please don't tell us that your unfair advantage is your competence, your integrity, your website ranking, your market reports, your blog, your CRM, your photos, your videos, your coach, and the shiny new things you recently bought. These are all nice shoes.
Remember, "It is the individual that wins the race, not the shoes"
