Recently returned from a visit with the Indiana RE/MAX broker owners where I was invited to speak on the topic of distinction and how our coaching program makes our RE/MAX office different. Such a warm, hospitable group; especially the regional owner, Dan Breault.
While attending, I got to hear Scott McKain speak. He is the author of Collapse of Distinction. It's a business book that is so true to life. He speaks of how all businesses have copied each other instead of focusing on something to differentiate themselves. The public has a hard time choosing between businesses so they rely on price to help them make a final decision on which to give its money and its service.
In general, the public has always had a difficult time deciding which real estate agents to use. After all, aren't we all the same? We're just here to open the door and play tour guide right? No! As a whole, we do a poor job showing the public our value and why we are different. I beg of you to buy Scott's book. Read it. Then, clearly define why you are different and promote it. Let people KNOW why you are special!
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