Have you heard of ‘A2’ Milk?
Well last night anyone watching Seven’s Today Tonight Show will have.
This milk ‘product’ has broken away from the pack, it’s different and it’s getting a lot of attention (not to mention sales of ‘A2’ are booming).
‘A2’ Milk offers a really cool lesson for all would be TOP 5% REAL ESTATE AGENTS.
Here’s what we can learn from this…
Firstly, you’ve got to see your personal-brand as a product.
When you look at yourself in this way, the immediate realisation should be, hey if I’m a product so is every other real estate agent. And that’s either a good thing or bad thing in terms of you standing out and being noticed by your marketplace.
It’s a bad thing if ‘product-you’ is perceived by your marketplace to be no different than all the other ‘agent products’ out there.
It’s good, no, it’s spectacularly great if ‘product-you’ is perceived by your marketplace to be different and not only different but actually delivers them a better solution than the others.
So how can you become the ‘A2’ of your real estate marketplace?
Well, let’s take a few queues from the new milk success story, ‘A2’:
#1 – An Unfamiliar Name: The first clever thing about ‘A2’ from a positioning sense is its name, that is, ‘A2’ milk. It’s unfamiliar. Now I know I’ve said in my book and elsewhere that the ‘familiar’ win, and that’s true. But when it comes to a name or a label, often the use of an ‘unfamiliar’ in the description of something that is generally very familiar (e.g. milk) helps it to stand out. It ‘interrupts’ your thinking – when you see it for the first time you say, “What’s ‘A2’?”. That’s the first step in engaging someone.
How can you incorporate something interesting and a little unfamiliar to grab people’s attention?
HOT TIP: Here’s one way, change the term “Free Appraisal” which is very familiar and boring, you can do that by adding in an adjective. If you do, you better make sure you are offering something different to all the other agents who offer “Free Appraisals”. You’ll create more problems for yourself if you get people all hot and excited about your offer when they discover it’s the same old thing all other agents are doing.
#2 – Story: There’s a story behind ‘A2’ milk and it’s a pretty interesting one. As it turns out there’s this protein in some milk that originates from only some cows. ‘A2’ cows in fact. This protein is really good for you apparently. And to find the right cows that produce the ‘A2’ protein milk, cows undergo a DNA test, that’s right, all very CSI, haha. It’s this story that delivers on the promise of the ‘unfamiliar name’. The story engages the consumer. Tells them it really is different than all the other milk brands on offer.
What’s your unique story that makes you different from all the other agents?
HOT TIP: Come up with a 10 Point USP (‘unique selling proposition’). It doesn’t matter if several of your USP items are the same as others; you just need 3 or 4 that no one else is doing in your area, then claim them as your unique points of different and tell the world about it.
#3 – Controversy: ‘A2’ milk stands out for another reason other than just the promise of a healthy protein. ‘A2’ have brought to our attention that the other protein that’s found in all other dairy milk products, that being ‘A1’ may be really bad for us. This is how they separate themselves from all other milk products. It’s controversial. It’s riled the likes of Dairy Australia, the peak industry body. They say the science is insufficient (and the consumers who buy ‘A2’ cynically think of course Dairy Australia would say that). ‘A2’ can’t lose. Doesn’t matter what their opposition throw at them, the more they try to undermine the ‘A2’ story, the more support ‘A2’ receives.
How can you be a little controversial?
HOT TIP: The easiest way is to know your ‘BIG Why’. When you know your ‘BIG Why’ it’s easy to make a stand for something. When you make a stand for something, there will be people in your marketplace that will support you and choose your side. That’s what we humans do. We like to choose the side we’re on.
WARNING: don’t be controversial just for the sake of standing out. That’ll back fire on you. You must only be controversial if it matches your ‘BIG Why’ and specifically your beliefs/cause/purpose/mission.
#4 – Consistency: ‘A2’ is going to great lengths via DNA testing to ensure the purity of their product. This aspect of their story alone is super powerful. In the minds of their consumers it provides certainty. They can feel confident that every bottle of ‘A2’ they buy has actually come from ‘A2’ cows. ‘A2’s consistent approach to testing creates certainty in the minds of their consumers and it’s this certainty that has built trust and loyalty.
How can you construct a system for doing what you do so that you’re consistent and so that your marketplace can feel confident you’ll deliver every time?
HOT TIP: Create your own ‘signature sales system’. It may well be auction. Or it could be private treaty. Doesn’t matter. Just break it down into steps. Explain what those steps are and help people see that your system is bullet proof and consistent.
The bottom line is, when you see yourself as a product, you can start packaging yourself up so that you stand out.
My final word on this is, and even though I’ve already said it, it’s worth reiterating… what ever you do follow your ‘BIG Why’ and be authentic with all of this.
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