I posted this in my group, Real Estate Marketing All-Stars, yesterday and thought I would talk with you about it too.
Because some point in your career, you will have to compete with companies like this, if you haven’t already.
Now some folks will see this and expect it is the end of their career. Others will see it as a great opportunity to show their value to the consumer.
How do you see it?
Here is the link: https://www.ispot.tv/ad/wFrg/purplebricks-basketball
If you are opportunity minded, then you are in the right place because I am going to share with you one great way to deal with this type of advertising.
And it’s based on data and knowledge gleaned from the market and consumers. Not something that I “feel” is right.
If you ask real estate consumers, most are willing to pay more for world-class service and results. Of the three commercials at the link above, this company’s only differentiator is price so they should be easy to overcome.
So how do we defeat this competitor?
One approach would be to go back to market research. I’m going to suggest that you review all of the reviews on this company that you can find. Especially all of the 1-2 star reviews. Then look to see what kinds of pain they are causing the consumer and use it to position yourself.
That’s exactly what the competitor is doing to you in all three of their commercials.
Now here’s where most people mess this up. They focus on the competitor and not the pain it’s causing the consumer. Not only will this not work, but you could end up looking like a jackass.
Violate the Code of Ethics and find yourself in hot water.
I’ve already found some helpful reviews. You can check them out here: https://www.trustpilot.com/review/www.purplebricks.com?languages=en&stars=1
After looking at the pain in these reviews, how would you use it to show consumers this may not be for them?
Hit reply and ask me if you need more help.
If you want the full answer, then I’ve got good news for you.
In this month’s Insider, that is going to be one of the trainings I release in April. It’s in addition to the training on writing headlines that grab attention and my latest campaign for seller leads.
And April releases in less than one week.
You can get it here: https://insiders.teachable.com/p/insiders/
See you on the inside!