The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
-Peter Drucker
In real estate as in all business, success comes from understanding and meeting the needs of your clients and customers.
It is all about "fit" and there are a number of challenges implicit in this.
- Accurately understanding the wants and needs that your targeted clients will use in their purchase decision and evaluation of service.
- Crafting an offering--your mix services and how they are presented--that aligns with the client's needs.
- Positioning yourself and your services in a way that makes the "fit" clear to the clients AND in a way that clearly differentiates you from your competition.
- Execution. Actually delivering on the expectations that you have created in the minds of your clients.
Remember that the buying and selling process doesn't really differ much by price point. However, the luxury market demands more of your professionalism, expertise, communications skills, and ability to get the job done. The most successful agents deliver on this and then some!
"There are reasons some businesses are hugely successful, others “get by” and the less fortunate fail. From a marketing perspective it seems quite simple: You must know your customers and what it takes to make them happy."
- Bruce Johnson
Some of the ingredients for success:
- Unique knowledge and abilities
- Defined target markets
- Ability to understand your clients needs and to create value
- Outstanding service
- That extra step - surprise and wow customers
