Guy Kawasaki asks the eternal question of business owners, entrepreneurs, and corporations when he says “What is your unfair advantage?” Simply put what makes you or your business so special that your competition can not or will not compete with you.
In the real estate niche, the majority of Realtors point to the same “differentiating factors” when attempting to create a perception of a unfair advantage. Some Realtors claim their experience and customer service are “unfair advantages” over their competition. Yet the fact remains that there are thousands of Realtors with great experience and superior customer service.
“Unfair Advantage #1: Writing”
Creating a writing platform within your business is a major “unfair advantage” when you consider the number of Realtors who do not consistently utilize this strategy. Separate yourself and your business by creating all of the following tools:
1. Blog- The most powerful writing tool for your “next generation” marketing campaign, lead generation, SEO tool, and exposure is the blog. Whether you like the idea or not, blogs are here to stay. First adopters will reap the search engine optimization benefits while those Realtors that refuse to blog will be left off line in world this online. Eventually you will immerse yourself in Web 2.0 “social networking” via Digg, Reddit, delicious, stumbleupon, twitter, facebook, LinkedIn, Plaxo, friendfeed, and other social bookmarking or sharing sites
2. Freelance Contributor- Hone your writing skills first by practicing on your blog. Then contact your local newspapers, trade association, affiliates, community groups, rotaries, Kiwanis Clubs, investment clubs, church groups, and any other local organizations and offer to do a guest column
3. Newsletter- Create a newsletter for delivery EVERY OTHER week (no more-no less). Ask for permission (permission marketing) to deliver your newsletter via email to your list (those who have opted in to be on your list of course)
Tone for your newsletter is simple-valuable free information on a continuous basis asking for NOTHING in return from your readers. Write short succinct articles (2-4 paragraphs) like Top 10 lists, how to guides, tips, or resource listings
Proof This Works
You need not go any further than the following list of blogger-Realtors/affiliates for the reasons why you should be creating a writing platform within your business. Most of these people have either written or stated that blogging (writing) has changed their life and their business in such positive and profound ways.
1. Brian Brady www.mortgageratesreport.com
2. Tom Royce http://therealestatebloggers.com
3. Ardel’s www.searchingseattleblog.com/
4. Athol Kay’s http://reagentinct.com/about-page/
5. Marlow Harris http://360digest.com/
6. John Harper’s http://www.theharperteam.com/blog
7. Teresa Boardman http://www.stpaulrealestateblog.com/
8. Dustin and the gang at http://www.raincityguide.com/about/
9. Joshua Dorkin http://www.biggerpockets.com/renewsblog/contributors/
10. Kevin Boer http://3oceansrealestate.com/blog/