Tags |
|
|
Links |
|
|
Add You - Mortgage Marketing - The Power of Positioning
You can generally divide people into two differing groups: those who use lists for action, and those who use lists as reminders of all the things they have to do someday.The people in the first category will want to use their list avidly, and will even write things on the list they have done, just so they can cross them off.The people in the second category tend to just jump in ahead and do things, without giving much thought to priority. They like the spur of getting things done under pressure, so tasks do get done, but often at the last minute.The benefit of creating a list i
Since most loan officers have positioned themselves identical, agents see them as all the same. Mortgage services are indistinguishable. So how do you separate yourself?
The more similar the mortgage services, the more important the details. When realtors have to select a loan officer, they look for differences upon which to base their decision. This means the more identical mortgage services are, the more important each difference becomes. For you to separate yourself, accentuate the trivial.
For years, Domino’s never stressed quality, price or value. Instead they relentlessly promoted, “Delivered in 30 minutes, or it’s on us.” Over the time of this campaign, they owned the position of speed. Consumers’ pe
Art logo designs are the most amusing kind of logos. They are colorful and have amazing designs pertaining to their industry. This fact cannot be denied that logo designs are a part of the company. So much that they become the recognition of your company. Every industry has certain special attributes which they tend to highlight in their advertising materials. For instance, health club logo designs display dumbbells whereas a fashion logo would display dresses or accessories related to fashion.Similarly, art logo designs have attributes related to arts and crafts. You are likely to find paint brushes or easel
Positioning means, you position your services in the prospect’s mind
A position is a place, a place in the mind of the prospect – a perceptual location. When you market your services, you’re competing for this space. If your position is similar in nature to your competitor’s, you’re competing in an overcrowded place in the prospect’s mind.
Take a moment and consider your current position. Look at your communication pieces, which is commonly how agents position your services in their mind, if it’s their primary exposure to your business. Your website, flyers, postcards, newsletters, brochures, advertisements, and business card are often the first communication an agent comes across regarding your services. What position are you communicating?
Not sure? Visit your competitor’s website, if you switched your company logo with their company logo, how much difference would there actually be in the content or message? For most mortgage companies the answer is simple…very little.
Positioning means, a simple and singular message
To improve your position, you need to narrow your focus. A position that seeks to be everything to everyone will end up being nothing to everyone. For example, does your messages appeal with the promises’ of loans closing on time, rendering superior service, high approval rates, etc.? This position doesn’t work. First, it’s competing with too many others; secondly, it isn’t simple and doesn’t focus on a single thing.
Look at examples in other service industries to understand the power of a narrow focus. When Federal Express began, they focused on a single position, a position that hadn’t been dominated by other shippers yet. They communicated a single position through every medium – “When it absolutely, positively has to be there overnight.” This intense focus helped them build a brand identity that associated them with being the best at overnight shipping. And when people had packages that had to be delivered overnight and they weren’t going to risk their decision - they chose Federal Express.
Southwest Airlines is another example. Their position of the “low-fare, no frills airline,” helped them dominate and achieve prosperity in one of the toughest and most competitive service industries. They went as far as linking the image of peanuts to their brand identity to associate with the position of low cost. This connected successfully with budget conscious travelers.
Positioning means, setting yourself apart from competitors
Since most loan officers have positioned themselves identical, agents see them as all the same. Mortgage services are indistinguishable. So how do you separate yourself?
The more similar the mortgage services, the more important the details. When realtors have to select a loan officer, they look for differences upon which to base their decision. This means the more identical mortgage services are, the more important each difference becomes. For you to separate yourself, accentuate the trivial.
For years, Domino’s never stressed quality, price or value. Instead they relentlessly promoted, “Delivered in 30 minutes, or it’s on us.” Over the time of this campaign, they owned the position of speed. Consumers’ per
When advertising, you need to sell your opportunity, your products and yourself. What sets you apart from everyone else? Maybe you produce a newsletter with a specific content where there is a demand from a particular group of people, or you promote your own special product that no one have not yet seen.That's a huge benefit! That's what you need to sell in your ad campaign, and those are the things you need to do in order to become successful.You don't have to be worried that network marketing prosperity is difficult. It isn't. In fact, it has never been so easy to make a decent second income or even
Take a moment and consider your current position. Look at your communication pieces, which is commonly how agents position your services in their mind, if it’s their primary exposure to your business. Your website, flyers, postcards, newsletters, brochures, advertisements, and business card are often the first communication an agent comes across regarding your services. What position are you communicating?
Not sure? Visit your competitor’s website, if you switched your company logo with their company logo, how much difference would there actually be in the content or message? For most mortgage companies the answer is simple…very little.
Positioning means, a simple and singular message
To improve your position, you need to narrow your focus. A position that seeks to be everything to everyone will end up being nothing to everyone. For example, does your messages appeal with the promises’ of loans closing on time, rendering superior service, high approval rates, etc.? This position doesn’t work. First, it’s competing with too many others; secondly, it isn’t simple and doesn’t focus on a single thing.
Look at examples in other service industries to understand the power of a narrow focus. When Federal Express began, they focused on a single position, a position that hadn’t been dominated by other shippers yet. They communicated a single position through every medium – “When it absolutely, positively has to be there overnight.” This intense focus helped them build a brand identity that associated them with being the best at overnight shipping. And when people had packages that had to be delivered overnight and they weren’t going to risk their decision - they chose Federal Express.
Southwest Airlines is another example. Their position of the “low-fare, no frills airline,” helped them dominate and achieve prosperity in one of the toughest and most competitive service industries. They went as far as linking the image of peanuts to their brand identity to associate with the position of low cost. This connected successfully with budget conscious travelers.
Positioning means, setting yourself apart from competitors
Since most loan officers have positioned themselves identical, agents see them as all the same. Mortgage services are indistinguishable. So how do you separate yourself?
The more similar the mortgage services, the more important the details. When realtors have to select a loan officer, they look for differences upon which to base their decision. This means the more identical mortgage services are, the more important each difference becomes. For you to separate yourself, accentuate the trivial.
For years, Domino’s never stressed quality, price or value. Instead they relentlessly promoted, “Delivered in 30 minutes, or it’s on us.” Over the time of this campaign, they owned the position of speed. Consumers’ pe
What is an entrepreneur? Wikipedia defines an entrepreneur as: An entrepreneur is someone who organizes a system to create a product or service in order to gain profit. I define an entrepreneur as anyone who thinks outside the box and is willing to take risks.Do you have a child that never does anything the normal way? My son has never done a household chore in the normal way. I used to get frustrated and wonder why he couldn't just do it the way I taught him. My way was fast and efficient. His way took hours to devise and implement.He would come up with some contraption to tackle the task at han
Positioning means, a simple and singular message
To improve your position, you need to narrow your focus. A position that seeks to be everything to everyone will end up being nothing to everyone. For example, does your messages appeal with the promises’ of loans closing on time, rendering superior service, high approval rates, etc.? This position doesn’t work. First, it’s competing with too many others; secondly, it isn’t simple and doesn’t focus on a single thing.
Look at examples in other service industries to understand the power of a narrow focus. When Federal Express began, they focused on a single position, a position that hadn’t been dominated by other shippers yet. They communicated a single position through every medium – “When it absolutely, positively has to be there overnight.” This intense focus helped them build a brand identity that associated them with being the best at overnight shipping. And when people had packages that had to be delivered overnight and they weren’t going to risk their decision - they chose Federal Express.
Southwest Airlines is another example. Their position of the “low-fare, no frills airline,” helped them dominate and achieve prosperity in one of the toughest and most competitive service industries. They went as far as linking the image of peanuts to their brand identity to associate with the position of low cost. This connected successfully with budget conscious travelers.
Positioning means, setting yourself apart from competitors
Since most loan officers have positioned themselves identical, agents see them as all the same. Mortgage services are indistinguishable. So how do you separate yourself?
The more similar the mortgage services, the more important the details. When realtors have to select a loan officer, they look for differences upon which to base their decision. This means the more identical mortgage services are, the more important each difference becomes. For you to separate yourself, accentuate the trivial.
For years, Domino’s never stressed quality, price or value. Instead they relentlessly promoted, “Delivered in 30 minutes, or it’s on us.” Over the time of this campaign, they owned the position of speed. Consumers’ pe
Most people just want to be appreciated. If you're a manager, that's something to seriously think about as you set the tone for maximum productivity.Ever work for someone who preferred a 'bullying and intimidation' managerial style? This type of bullying doesn't involve spitballs and shiners in the schoolyard, but it might as well because it produces the same feelings of inferiority, worthlessness and mistrust among peers. It turns workers disloyal, dishonest, and downright disgusted. The bullying managerial style is way out of fashion, and for a reason: it doesn't work! What DOES work? Positive reinfo
Southwest Airlines is another example. Their position of the “low-fare, no frills airline,” helped them dominate and achieve prosperity in one of the toughest and most competitive service industries. They went as far as linking the image of peanuts to their brand identity to associate with the position of low cost. This connected successfully with budget conscious travelers.
Positioning means, setting yourself apart from competitors
Since most loan officers have positioned themselves identical, agents see them as all the same. Mortgage services are indistinguishable. So how do you separate yourself?
The more similar the mortgage services, the more important the details. When realtors have to select a loan officer, they look for differences upon which to base their decision. This means the more identical mortgage services are, the more important each difference becomes. For you to separate yourself, accentuate the trivial.
For years, Domino’s never stressed quality, price or value. Instead they relentlessly promoted, “Delivered in 30 minutes, or it’s on us.” Over the time of this campaign, they owned the position of speed. Consumers’ pe
A few months ago, I was given a bar of soap from a very well know high-end chain store. The person who gave me the soap knew I worked with this type of product and wanted to give something she thought I’d like.I looked at product, liked color and fragrance, put it on a shelf, and honestly forgot about it. The other day, needing a new bar of soap, I found the bar and decided to use it.Reading the back, it gave the name of the company with their motto, “From the Heartland of America.” The very next line read, “made in Guatemala.”So when, may I ask, did Guatemala become a “State?”And, on
Since most loan officers have positioned themselves identical, agents see them as all the same. Mortgage services are indistinguishable. So how do you separate yourself?
The more similar the mortgage services, the more important the details. When realtors have to select a loan officer, they look for differences upon which to base their decision. This means the more identical mortgage services are, the more important each difference becomes. For you to separate yourself, accentuate the trivial.
For years, Domino’s never stressed quality, price or value. Instead they relentlessly promoted, “Delivered in 30 minutes, or it’s on us.” Over the time of this campaign, they owned the position of speed. Consumers’ perceived Domino’s as fast and reliable.
Find a niche that is unoccupied in the realtor’s mind and fill it first. There are numerous opportunities to specialize your services and occupy niches.
You can position around unique products:
Jumbo Loan expert
HUD expert
Interest Only Specialist
You can position around trivial details of processes:
Loans closed 5 days ahead of COE
Loan approvals within an hour or less
Daily file update alerts for agents
You can position around gender, ethnicity, or geography:
Specialized in exclusively serving single professionals
Specialized in exclusively serving the Hispanic community
Specialized in exclusively serving Town & Country Ranch
Positioning is your competitive marketing strategy for getting noticed. It is an outward expression of how you want to be perceived. It allows you to create a place for your services in an Agent’s mind, where the competition isn’t.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.addyou.info/article/29464/addyou-Mortgage-Marketing--The-Power-of-Positioning.html">Mortgage Marketing - The Power of Positioning</a>
BB link (for phorums):
[url=http://www.addyou.info/article/29464/addyou-Mortgage-Marketing--The-Power-of-Positioning.html]Mortgage Marketing - The Power of Positioning[/url]
Related Articles:
Workers' Compensation: Taking Care of Employees Saves Cost
Business To Business Marketing: An Introduction
Bookmark it:
|