Jeff Rickard

Continued from Monday February 25th. ( Remember I am going to go through the exercises from The Seven Minute Difference to develop a story of how my service is different from my competitors)

Part 4 creating a unique positioning statement.

     Remember this whole exercise is to help me realize how I am different in the market place as well as help me create a “unique positioning statement” that allows me to tell others in one or two sentences “here is what I do and here is why that information might interest you.”  We are finished with the exercises and now it is time to create the statement.

     “I am a residential mortgage lender with Universal Lending.  I run my business differently than most mortgage professionals.  I would love to show you what I do.”

That statement always elicits the required question, “how are you different?”

Now is the time for the unique positioning statement:

“I do everything I can to make the mortgage process understandable and to make my clients feel that all their questions and concerns are important and need to be addressed to their satisfaction.  At the end of the process my clients feel they made a wise and safe choice.”

I am interested in your input, what do you think of my unique positioning statement?

Happy New Year!  Are you ready?  One of the number one gifts this holiday season was portable GPS devices.  One of the most used websites is Mapquest.  So what?  So, we are constantly looking for ways to see where we are going, how to get to the place we want to be as efficiently as possible.  How about your career?  Have you set your goals, got a game plan, reviewed last year? 

     This is a very important time of year to get excited about your business.  We get to start all over, re-energize and forget about the challenging year that just passed.  One of the most successful real estate teams that I work with is the Eskanos Team and they take a week a year to go on the road in their camper and brain storm, review and plan their business.  Does it work?  Last year, which was a challenging year for most in real estate, was a great year for them.  Coincidence?  No chance, they will tell you that having a plan and knowing their business statistics fires them up and focuses them on the future.  A profitable future.

     I have taken their advice this year and “gotten out of town”  to game plan for next year.  It is nice to know that on January 2nd I have a plan.  Things to do and get done.  I know what I want to do to improve my blog, website and House$mart.  How I can bring more value to my Realtor and referral partners and my past clients.  I also am expanding my commercial lending business and have a very specific marketing game plan for that area.

     Take my advice, take Mark and Gayle Eskanos advice, plan your business and have the best year ever!