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Property MarketingPosition yourself as an estate agent.Once you know who your audience is, you need to package yourself so that you appeal to them. Just like a product your business will need a strong image that can develop into a well-known and trusted on line brand name Positioning has to do with the position that people place you in when they think about you compared to other Estate Agents. If you are a relatively new Estate Agent on a commision split with your competitors operating in a depressed area you will have difficulty positioning yourself in the UK Luxury Home market. However, if you grew up with horses and know everything equestrian you might successfully position yourself in the UK Equestrian Property market. Or maybe you grew up on a lake or the sea-side and still live there. You might well package yourself in the UK Retirement Property or UK Waterside Property market While you're at it, why not create your very own slogan or tag line to match your positioning? Next, you have to begin publicising your new image to consumers. Especially on your web site. For your plan, write down all the reasons you can think of that a consumer can gain by contacting you instead of some "generalist" or "me-too" Estate Agents. You need to define your business so that consumers will hold you in their minds in the position that you expect. It must not be left to chance. You do it by proper packaging and branding Why offer 'all property related services' when you can write out and describe your skills, services, features and benefits? If you really were a consumer product on a supermarket shelf, what colour would your package be? That may help you decide your on line identity. |
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