By Ron & Alexandra Seigel, Partners--Napa Consultants, International
The Luxury Real Estate Marketing Keys For Personal Branding - Part 4 of 5
Your Unique Selling Proposition
This is Part 4 of a 5 part article series on The Luxury Real Estate Marketing Keys for Personal Branding. In this article we discuss the vital importance of articulating your Unique Selling Proposition.
In Beverly Hills, on the famed Rodeo Drive there are several high profile competing jewelry stores including Cartier, Van Cleef & Arpels, Tiffany, Bulgari and Harry Winston. Rodeo Drive is only a couple of blocks long. The stores have much in common. Yet, they are all thriving.
1. Each has a beautiful, inviting store front well-positioned on the street for walking traffic. Each is located on the right street (in the high rent district) given their price points.
2. Each is famous for their jewels and their integrity
3. Each is a reputable global luxury brand.
The unique factor is that each appeals to a different clientele. For instance, if you are looking for rare stones (pink or canary diamonds), Harry Winston is your store. This is the primary reason to shop there. In a couple of words they sharply differentiate themselves from the others: rare stones.
Can you think of one or two words that clearly define how you are different?
Cartier is known for the intricate design of their necklaces and pendants and for having been a favorite of the Duke and Duchess of Windsor. Van Cleef & Arpel s is known for their "mysterious diamond setting" where no prongs appear.
You are a luxury real estate agent; your firm may be a well known luxury brand or may have a luxury division. Now, what are YOU famous for? What is your appeal to sellers and buyers that is unique and distinct? Once you have identified your unique selling proposition you must refine the way in which you communicate it so that your target market can understand it in a nanosecond and can tell other how you are different from your competition.