Coach’s Corner: In an Industry That Values Creativity, Differentiate or Die
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Mark Johnson
Chief Executive Officer, JP and Associates Realtors
Frequently when I’m consulting with real estate team leaders and agents, I’m told, “well, Mark, everyone is the same, just like me!” And I say: “differentiate or die.”
Think about it; you can get gas for your car anywhere. You can take any airline or rental car firm to get you to your destination. So why do you trade where you trade?
For some, it’s the price. For others, it’s service. For many, it’s convenience.
Market Yourself Like a Commodity
Think about it — when marketing a commodity business consider the following eight ways to differentiate yourself:
- Deliver an overall superior customer service experience
- Deliver superior responsiveness
- Offer flexibility with a menu of services
- Be the undisputed knowledge expert in your neighborhood
- Become a valuable resource – the HUB of all things home service-related
- Create more relevant and modern digital marketing. For example: Package your pre-listing, listing and post-listing communications in a very unique and fun way
- Surprise and delight with creative neighborhood events. For example: A shredder or charity truck drop off for spring cleaning
- Build more robust and more in-depth relationships – an organic loyalty program.
Engineering an Experience From Finish to Start
Take the perfect transaction from your experience and work backward. Reinvent a great experience from start to finish. Then ask for feedback.
Studies show you just need to ask four questions:
- What did we do well?
- What can we do better?
- Would you refer us to others who need to buy, sell, or invest?
- Anything else you would like to share with us?
So there you have it — differentiate or die! Will you?
Mark Johnson is the Chief Executive Officer of JP & Associates, a rapidly growing full-service real estate brokerage. He is focused primarily on productivity and service. He has invested nearly 25 years in understanding the inner workings of high performing real estate agents, teams, managers, and leaders in major markets across the world. In prior assignments, he served as a Business Coach, in progressive leadership capacities for the 5th largest US-based real estate brokerage firm, in sales and marketing leadership capacities for a major consumer goods company, and served a stint in the US Army, Medical Service Corps. He was recalled to active duty during Desert Storm. Mark is a father of 3, lifelong learner, Spartan, and adventure athlete. He earned his MBA from California State University and a Behavioral Change Certification from the National Association of Sports Medicine. Several years ago, he decided to make “One Helluva Move” and not play it safe. Since that decision, he has climbed the world’s tallest free-standing mountain — Kilimanjaro; completed the Spartan trifecta, the LA Marathon, and the world-famous Iowa border to border RABGRAI ride, among other crazy adventures.
