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The reality is you cannot use traditional advertising methods to compete against big companies with big advertising budgets. You have to be creative and work around the larger agencies instead of directly against them.
Often trying to go head to head with large real estate firms in not only costly but unnecessary. As a small scale agent you are more likely to succeed by focusing on a smaller corner of the market—one that the larger agencies aren’t gunning for.
Still, if you have to go up against larger agencies, there are three things you’ll need to know:
1: In what ways are your services inferior to the services at the large companies? Even if you can’t provide some of the services they do, it’s a good idea to know what they’re offering.
2: In what ways are your services similar to the services at the large companies? There are likely many parallels.
3: In what ways are your services superior to the services at the large companies? If there’s nothing you do better, then change. Ask yourself how you can create a unique service plan that would make you superior to the competition.
Once you have answered these three questions you can adjust your marketing plan so that potential clients know in detail what makes you different, and better, than the large companies.
By focusing all your energy on the needs of your clients you can work out a comfortable place in the market, even among the larger companies. If you prove to your clients that you care more about their satisfaction than your commission, then you will have gained the one thing big money can’t buy—trust. And trust is what success is built on in the real estate business.
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