Luxury Real Estate Marketing Tip: What is your "VA" (Value Added)?l

By
Services for Real Estate Pros with ra@napaconsultants.com

As you approach the realm of market leadership the difference between good and great service in the field of marketing luxury real estate cannot be measured by the degree of competency and integrity. The fundamentals of successfully engineering real estate transactions are the same; you cannot get away with incompetence and lack of integrity for very long.  So how do you differentiate yourself from your closest competitors if market leadership is your quest? 

The answer is the value that you add.  Added value is the extra service that you offer that your competitors do not include in their winning formula.  Here is an example. 

There are many aviation brokers who provide the service of buying, selling or leasing private jets. We recently met an aviation broker who put his company in a class unto itself by offering his clients an extra service that they cannot find anywhere else. His firm   targets Fortune 500 companies exclusively and offers them a consulting service to help them analyze the most cost efficient way to allocate their resources for private aviation 

As expert number crunchers in this very narrow niche they position themselves as trusted advisors rather than mere brokers and immediately set themselves far apart from their competition who just broker planes. They basically break even in terms of being compensated as consultants. But, they are awarded the business as brokers because they thoroughly understand the specific needs of their corporate clients. As a result, they can represent their clients’ interest far better than their competitors.  At the Fortune 500 level the rewards are obviously worth it.  This formula simply would not work for the private aviation needs of small to mid-sized firms. 

This aviation brokerage firm identified an uncontested market niche that they could satisfy better than anyone else in the world of private aviation for Fortune 500 companies.  As a result they create added value as consultants by saving these large companies  a significant amount of time and money. Their analysis provides an objective criteria for making private aviation decisions to buy, sell or lease planes. 

They do not need a clever “sales pitch” to ace out their competition.  They do not need to lower their brokerage commission rate to win business.   Nor, do they need to know the right people who can get them “in the door”. Their consulting service is the answer to the prayers of their clients.  They are the perfect match to the real needs of their clients. 

As a luxury real estate marketing professional can your “VA”,or added value,be? 

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Rainmaker
811,271
Alan Kirkpatrick
Austin Texas Homes - Round Rock, TX
Alan in Austin

Ron and Alexandra:

Great post and good information. Hope you have a successful week. 

Jun 21, 2012 05:49 AM #1
Ambassador
960,850
John McCormack
Albuquerque Homes Realty * www.AlbuquerqueHomes.com - Albuquerque, NM
AlbuquerqueHomes.com, Albuquerque Homes Realty

Good morning Ron and Alexandra -  Wishing you a good day in all you do.

Jun 21, 2012 06:24 AM #2
Rainmaker
341,552
Eileen Burns
Trans State Commercial RE Ft. Lauderdale/Miami/Palm Beach - Fort Lauderdale, FL
FL Luxury Homes Hollywood Lakes,Golden Isles/Beach

Hi A & Ron - you mentioned the two critical components:  added value and trust relationship

We can all figure out what we can do to include these elements and our referral biz will escalate.

Recommending another "feature"   The skill of leadership is always looking to go from good to great!

Jun 21, 2012 06:24 AM #3
Rainmaker
701,226
Patricia Feager, MBA, GRI, Cert Negotiations Expert, Military Relo Prof
Dallas Premier Keller Williams Realty - Dallas, TX
The Little REALTOR® That Could

Ron & Alexandra,

I can always count on you for a good pep talk. Your eloquence and style is encouraging! Everything you record on ActiveRain is so worth reading. You're a wealth of information. I do appreciate you!

Jun 21, 2012 06:26 AM #4
Rainer
409,960
Brian L. Sirota, Esq.
Bristar Realty (Realtor/Attorney) - Orange, CA
For Solutions: (714) 501-7660

R & A,

This deftly speaks to a concept often misunderstood among real estate practitioners.  Declaring a niche neither makes it special nor does it add value.   Your example of the aviation consultant describes a bona fide value add.  It necessarily involves skill beyond the call of duty.  

Integrity and competence is a minimum standard.  It's merely the bedrock of our service.  The hallmark of the value add requires something not found in the rank and file.  But then, real market leaders aren't a dime a dozen.

This blog is such a pleasure to read!

Brian

 

Jun 21, 2012 07:39 AM #5
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1,274,415
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - Exactly! While being merely competent, diligent, professional and dedicated is certainly enough to leave most of the crowd behind, getting out in front, and staying there, does take something beyond that. We're constantly looking for those extra services that our clients will value and remember.

Jun 21, 2012 10:04 AM #6
Rainer
161,474
Louise Thaxton NMLS 69996
Fairway Independent Mortgage Corp Louisiana NMLS#2289 Equal Housing Lender - Leesville, LA
Military Mtg Specialist - 866-960-9115 VA FHA USDA

A - well, you threw me for a moment when I saw "VA"!  Love the "Value Added" - it is all about going above and beyond, over the top, more than expected!

And I believe when companies/individuals do this - it sets them apart.  Because America is looking for this - I'm tired of the same ole same ole!

Jun 21, 2012 12:35 PM #7
Rainmaker
487,070
Patty Da Silva, Davie, Southwest Ranches Cooper City, Plantation, Weston, REALTOR
BROKER of Green Realty Properties® - 954-667-7253 - Davie, FL
Top Listing Broker

Great advice. Makes you think how you can make your business better.

Jun 21, 2012 02:39 PM #8
Rainmaker
1,232,376
Al & Peggy Cunningham Brokers, Brampton Ontario Homes For Sale 905-450-5500
RE/MAX Realty Services Inc. - Brampton, ON
Great advice Alexandra, offer the answers to our clients prayers!
Jun 21, 2012 05:56 PM #9
Rainmaker
615,543
Don Sabinske
Don Sabinske, Sabinske & Associates Inc. - Zimmerman, MN
Sabinske & Associates Inc.

You always have such great answers to the real life world of making a difference and making a statement to our clients.  I apologize for not being around much lately to catch up with you, but, I will be back sooner or later.

Jun 21, 2012 06:38 PM #10
Rainmaker
305,223
Dianne Goode
Raleigh Cary Realty - Raleigh, NC
Realtor/Broker

Interesting post.  After the marketing has enticed a potential client to call, what then?  If there's not solid value in the relationship, that one transaction may close but there won't be more.  We should all be thinking of how to add value to our services.

Jun 21, 2012 07:13 PM #11
Rainmaker
2,164,582
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Great post.  Many real estate professionals need to take a hard look at the value they are adding for their clients.

Have a great day and an outstanding weekend.

 

Jun 22, 2012 09:04 AM #12
Ambassador
815,147
Debb Janes
The Carl Group, LLC - Camas, WA
REALTOR®, EcoBroker Camas, Washington

I agree with Brian - your blog is a pleasure and his assessment of the concept of value added is also spot on.

Jun 23, 2012 08:33 AM #13
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