How is it that in the room full of about 300 Realtors that I spoke to yesterday, only three (3!) could answer this simple question: "How are you differentiating yourself from your competition'."? Here is why this poor state of affairs exists industry wide, and what can be done about it"

Sales associates are taught every nuance of improving their "sales" ability, but almost nothing on improving their "marketability"."? One of the biggest mistakes sales people (and many of the managers that are responsible for coaching them) make is trying to be everything to everybody."? If someone is over 18 and has at least a room temperature IQ, then they are considered a "prospect"."? By trying to be the "answer" to so many different real estate problems, we end up being no answer at all, and become essentially invisible.

The only sure way out of this chasm of the mundane is to specialize."? Just as success in buying real estate is "location, location, location" success in selling it is "targeting, targeting, targeting"."? The only way to succeed in marketing is to answer the question "What's in it for me' from the perspective of your chosen target market.

By differentiating through specialization (i.e. targeting a niche) and then creating a distinguished brand around that specialty you will stand head-and-shoulders above all the others."? So much so you effectively eliminate over 98% of your "competition" in one fell swoop.