I have written on this topic before. A positioning statement is also referred to as your “unique selling proposition” (USP). Probably one of the more difficult things for a Realtor to identify.
In a recent research assignment for an MBA class, I reviewed the overall marketing systems and tools including the idea of the USP. Below is an excerpt from my paper:
(Beckwith, 1997) offers an excellent exercise to assist with this process – Creating Your Positioning Statement (p. 113). This approach takes the individual or service provider through a series of questions to help determine how they wish to be perceived. The questions are as follows: (p. 113)
Who: Who are you?
What: What business are you in?
For whom: What people do you serve?
What need: What are the special needs of the people you serve?
Against who: With whom are you competing? (Tip; not just other Realtors but your customer as well!)
What’s different: What makes you different from those competitors?
So: What’s the benefit? What unique benefit does a client derive from your service?
Once the Realtor has understood their unique selling proposition, they can really begin to focus on the group, community or neighborhood as well as their own personal sphere with a much clearer marketing message and campaign.
The section above is from the book Selling the Invisible which I have recommended in past posts. It is well worth reading. Beckwith, H. (1997). Selling The Invisible. New York: Business Plus.