Unfair Advantage – Would You Take It?

Unfair advantage - would you take it?

The answer seems a resounding NO.

Not for any ethical reasons, mind.

Perhaps then, because you really feel more comfortable playing by the rules.

But whose rules?

The rules that have become established over time, you say.

This is how it's always been done.

Like a three-set game of tennis.

Brand awareness - Valuation - Fee.

The three pillars of modern estate agency.

You win the first two sets.  Game over.

The fee doesn't much come into it.

Especially if it's fixed.

Or, you win the first set on brand awareness.

But lose out on the valuation.  Not high enough.

Third-set decider.  This time on Fee.

Have you got what it takes?

Appears that many estate agencies have.

More than happy to get 'down & dirty' on the issue of fee.

It doesn't pay, at this stage, to remind the spectators how you play the game.

How you serve. How fit & lean you are. How well you play by the rules.

What a great team you have on your side.

They're looking for a winner.

And remember, it should be you. It really should.  Every time.

But those rules no longer apply.

Brand awareness?

Something that can easily be bought with other people's money.

Something that doesn't, on its own, instil trust.

Something that no longer requires a mass medium, such as T.V, Facebook, or social media.

Valuation, then?

Something the vendor might ask for, but it's not the most important thing on their mind.

Same with fees.  Important, but not that much.

The unfair advantage that most estate agents are unwilling to take?

Is betting on themselves.

You are that unfair advantage.

No matter what your opponents say or do, if you work enough on your Personal Brand, there is no competition.

 

An independent estate agent.  Loved by her community.

To the point that she would be missed, were she no longer there.

One that gives without expecting in return.

For whom the trust, given by vendors and buyers, is reciprocated.

Without a brand.  No EweMove.  No YOPA.  No Keller Williams

 

None.  Other than herself.

She is the everyday worst nightmare for the PurpleBricks and EMoov of this world.

Agencies that think a 'catchy' T.V ad creates lasting brand awareness.

That their 'local experts' simply have to turn up.  With all their 'experience'.

To provide what is, in effect, an automated valuation.

And that their fixed fee offering signals transparency.

When, in fact, the very opposite is true.

Unfair advantage, though,  is only available to those that can think for themselves.

 

" Take the risk of thinking for yourself.

Much more happiness, truth beauty & wisdom

will come to you that way."  - Christopher Hitchens

 

Agents that have to 'toe-the-line'.  Have targets that must be met.

And things they'd like to say, but which aren't in the script.

For those unfortunate agents, a career spent in endless comparison beckons.

Winning a few matches.  But never quite reaching the peak of their potential.

Because they couldn't, or wouldn't take an unfair advantage.

An advantage that sets them apart.

From every other agent out there.

It's not without risk.

There's a chance that somebody might not like the way you think.

A chance that a vendor never has enough money to do it right, first time.

And doesn't know they have a problem.

But if you're your authentic self, vendors can spot you.

A mile off.

And those that like what they see, will beat a path to your door.

The advantage of Personal Brand is that you already have all the desired attributes.

There's no learning.  No requirement to have this, or that, accreditation.

You just have to be willing to stand in the spotlight.

 

 

 

 

 

 

And say.

This is truly who I am. And this, is what I firmly believe.

That's your unfair advantage.

Check out www.andsothestorybegan.co.uk.  There's more information and a download on the contact page.

Or to chat, mob: +44 - 07369251435 will reach me.

This email address is being protected from spambots. You need JavaScript enabled to view it.

Thanks for reading, as always.

 

Chris.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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