Thank you Branding/Advertising/Marketing Whizzes for looking at this project.
This project is to assist me in selecting the "category(s)" that will
best suit me, especially by defining a new category(s) that is easily
viewed by the public as valuable, and that is derived from a currently
overused and tired category(s).
Based upon Al Reis book "Branding" the best guide to creating a
successful brand as a Realtor is to select the "category" to operate
in and then to select a brand name that is associated with the
category. Reis suggests that selecting the category is far more
important than selecting the brand.
I am listing the categories of Realtors that have occurred to me and I
want assistance in creating either new categories or divergent
categories that grow out of these existing categories.
Of interest to parties who may take on this project I have farmed
(specialized in) a neighborhood called the Mesa for 28 years with a
newsletter, etc., and there is no doubt that the public associates my
name with that neighborhood. I own the websites CaptMesa.com and
CaptainMesa.com, neither or which are up, yet. While these names or
"brands" may be good to play up the neighborhood specialization angle
I am interested in parsing the real estate business into new
categories. Taking off from the strong definition of the category I
want make that a platform to have the public with me.
Examples of categories are Cola drinks - Coca-cola is a brand, paper
tissues - Kleenex is a brand, energy drinks - Red Bull is a brand. It
seems that it is best if one can define a new category and then go on
to show how you are good at the category and for the public to
associate the category with me. That way I am not competing with
other Realtors, but making them compete with me. The divergent or new
category must be easily understandable to the public and needs to have
a natural sense of value to them.
Of second note about my own career I am creating several web site for
several other neighborhoods, offer a free moving van for customers use
(ValetVan.com - not up yet), am the number one Realtor in terms of
home sales for 2005 in my city, my listings have short average days on
the market, (they sell quickly) and high list price to sale price
ratios, (they sell for high prices).
However these are all features/benefits and not categories so are not
easily recognized and identified with as valuable by the public.
Each of the following words could be followed by the word "Realtor" or
"Real Estate Agent" to complete the category. I believe the public
will identify with these. However I am so "in the business" I'm not
entirely sure how the public views Realtor's categories. Here are
Categories that I have identified:
Prestige.... Realtor
Luxury..... Realtor etc.
Fine Home
Low Commission
Big Company
Small Company
Solo
Buyer Specialist
Listing Specialist
Neighborhood Specialist
Internet
Team
High Volume
Senior Specialist
Commercial
Residential Income (Apartment)
Attorney (Agents who are also Attorneys)
Contractor (Ditto but also contractors)
Stager (Home Prep specialist)
Free Truck
Seasoned
New
Feng Shui
Fancy Car
Condo
Estate
View Specialist
Ocean Front
Marketing Pro
The ideas that seem like I can promote myself into being the expert in are:
1. Value - I represent lots of return for their commission dollars
2. Staging - I have fixed up 105 homes before placing them on the market
3. Sellers - I prefer marketing to sellers and working with sellers
rather than buyers
4. Internet - On my web sites I will be providing Comps, i.e.
information on the Sold homes, in neighborhoods rather than the
traditional "listings available" information most Realtors have on
their websites
5. Team/Marketing Systems - I work with 3 assistants to provide extra
services to my clients separating me from the lone wolf Realtor.
Categories are stumping me and I'm looking for some help in defining
and fleshing out categories that I can go on to dominate. Thank you
for your attention to my project. |
