If you look it up in a dictionary or marketing book, you'll most likely find it defined as "the place that your brand occupies in the minds of your customers, and how it differentiates itself from the products of your competition."

And, yes, it is a good definition. However, brand positioning is more than just a passive spot in your customers' heads. It also refers to all of your marketing efforts to ensure that your brand stands out (and is more desired) than your competitors.

The ultimate goal of active brand positioning is to have your brand firmly entrenched in the minds of your target audience so that when people think about real estate, your own real estate brand is the first thing that comes to mind.

So, now that we have a fundamental understanding of brand positioning, is it worthwhile to invest your time in it? Let us investigate more. But first, consider these instances of strong brand positioning.

 

What Does Effective Brand Positioning Look Like In Practice?

Starbucks is almost certainly the first brand that springs to mind when the phrase "coffee house" is mentioned.

Starbucks, as we all know, is a coffee establishment that serves a range of tasty, sweet, and rich coffee drinks. But Starbucks' greatest draw isn't its drink menu.

Starbucks, on the other hand, portrays itself as a comfortable coffee shop where friends, coworkers, and business partners may gather, hang out, and chat.

While there are many other coffee shops on the market that offer a better cup of joe for far lower pricing, Starbucks' distinct value derives from the experience it gives.

Sotheby's International Realty presents itself as a luxury real estate brand, and its images, marketing, and online presence reflect this. And, with a long history of dealing in fine and decorative art, jewels, collectibles, and auctions, Sotheby's certainly has the track record to justify focusing on the luxury market.

Because it caters to a wealthier audience, Sotheby's allows buyers to browse for properties based on the lifestyle they wish to pursue rather than the property's price. In fact, doing so would most likely impair its brand positioning (after all, if you have to ask for the price of most of its properties, you presumably can't afford it anyhow).

Even if we disagree with many of Zillow's methods, we must accept that the company has done an amazing job of brand positioning.

Zillow's ascent to prominence stemmed from its groundbreaking ability to allow anybody to look for properties anywhere, without access to an MLS.

By doing so, it positioned itself as a free supplement/alternative to real estate agent services that anybody can use.

 

Is Active Brand Positioning Worth Your Time?

Absolutely!

This is because if you don't actively engage in brand positioning, the market will.

The truth is that you will never have complete control over how your brand is regarded by your target audience. Even if you don't do anything to help influence your brand's image, it will develop its own reputation in the eyes of your prospects.

However, if you do not actively participate in defining exactly what your brand stands for and its role in your local real estate market, you will be unable to express WHY you are different from your competition (in a good manner, of course).

Simply put, if you don't make an effort to position your brand, it will likely be lost in the crowd.

On the other side, there are numerous advantages to actively working on brand positioning.

 

Let's look at just a handful of them:

 

1. It Gives You An Advantage Over Your Competitors

It's difficult to make ANY type of marketing stand out, regardless of industry.

Why? We are constantly assaulted with advertisements. Consider this. How many advertisements have you seen today? A hundred? Two hundred people?

Every day, we are assaulted with thousands upon thousands of advertisements. Amazon tailored ads, YouTube commercials, radio and TV ads, and classic billboards are all examples.

But how many of them can you recall? Two? Three? Simply put, we forget the great majority of them within seconds of seeing them. Unless one of them meets our immediate needs or desires, our brains instantly filter out the majority of them.

That widespread subliminal apathy? That is the competition for your real estate brand.

The good news is that if you know what you're doing, filtering through all that noise isn't as difficult as you may imagine.

You've already won half the battle if you know WHO your target audience is, WHAT their precise wants and needs are, and what value you can offer that your competitors can't.

You'll have a far better idea of how to direct your marketing efforts such that they directly resonate with your prospects. Not in a logical, "list of features" manner, but in a manner that elicits a favorable emotional response from them.

And guess what? The vast majority of real estate brokers do little (if anything) to position their brands. So, even if you only did the bare minimum of active brand positioning, you'd be ahead of the game.

 

2. Brand Positioning Leads To Market Differentiation

Even if you've never studied marketing, we all have an intuitive sense of why it's so crucial to stand out from the crowd.

BUT, EXACTLY, WHY IS IT SO IMPORTANT?

Differentiation allows you to compete on more than just price - When you can articulate the unique value you bring to the market, you won't have to compete solely on price.

Consider Starbucks once more. Its coffee is NOT inexpensive. Nonetheless, it maintains its dominance in the coffee business. Why? Because the value it offers transcends price: a familiar, enjoyable, comfortable ambiance with internet connection and a constant level of quality across all of its locations.

Differentiation increases brand exposure - When you highlight the (positive) features of your brand that set you apart from competitors, prospects are more likely to notice you.

Century 21 and Sotheby's International are both well-known real estate firms. However, Sotheby's distinguishes itself with its exclusive focus on luxury real estate.

It promotes brand loyalty - When a prospective client (or current client) sees your commercials, they will know exactly what your brand represents and will be more inclined to choose you over your competition.

Starbucks came to mind once more. There are other competitors who attempt to replicate the Starbucks experience. However, because Starbucks pioneered the "relaxed atmosphere coffee house" model and continues to adhere to it, it has amassed a sizable following of devoted customers.

 

3. Brand Positioning Helps To Direct Your Marketing Efforts

It will be easier to make marketing and commercial decisions once you know how you want to position your brand and which niche you are better positioned to compete in.

For example, if you want to position your real estate brand as the go-to golf property specialist in your area, the majority of your marketing selections will be decided for you.

Because you're focusing on golf properties, golf courses will be prominently included in your advertisements. You already know that your target population will be older, nearing retirement, and wealthier than the usual home buyers.

Your advertising channels will be different than if you were targeting first-time home purchasers. You'll choose traditional methods that your prospects are more familiar with, such as radio, television, print, and Facebook.

Instead of focusing on a real estate specialization, consider positioning yourself as the brokerage with the greatest customer service in town. This will influence all of your company decisions.

For example, you will ensure that any new team member who joins your team receives proper customer service training. Your marketing efforts will include warm, empathic message that places less emphasis on technology and more emphasis on human interaction.

You'll prioritize having a great social media presence, and you'll respond quickly to any questions from prospects and clients.

Finally, you should be very proactive in your community outreach, looking for ways to bring your team in front of people at community events.

 

4. Brand Positioning Aids In The Elimination Of Analysis Paralysis

When we're shopping for something, we believe it's important to have options. And the more options there are, the better.

However, anytime we need to make a final decision, we frequently experience analytical paralysis. Especially when all of the solutions appear to be solid and there isn't a huge difference between them.

When comparing real estate brokers, your prospects experience the same thing. They claim to want options, but in truth, they are BEGGING for an option that is both obvious and simple to implement.

And, when you think about it, it makes perfect sense. For the ordinary person, buying or selling a home is a HUGE, emotional deal.

And, with so many real estate agents to choose from, the last thing a house buyer or seller wants to do is waste endless hours of their valuable time researching and interviewing each one until they discover the one that best meets their needs.

With a strong brand positioning, you can immediately assist potential clients see you as the obvious choice.

Why?

Because you've taken the time and effort to understand their needs, you'll be speaking directly to them.

For example, if you position your business as the experts in downsizing retirees, you understand that your target customer may have mobility challenges and be in the midst of an incredibly emotional transfer as they bid farewell to a location where they have built so many memories.

Because you are acutely aware of their specific requirements, you will include them in your messaging and offerings. When a downsizing retiree comes across your brand, it will be the natural decision.

 

Conclusion

Brand positioning is a powerful tool that can help you dominate your niche more effectively, foster brand loyalty, and increase brand awareness. And, hopefully, this post has helped you understand why you need to do brand positioning. But what exactly are the phases involved in brand positioning?

We'll go over those processes in a later article.

In the meantime, why not peruse the rest of our content?

We routinely discuss marketing subjects geared specifically toward real estate agents, both new and experienced.