Different: not the same as another or each other; unlike in nature, form, or quality.
The above is a dictionary definition of the word different.
I like different.
Being different gets you noticed and remembered.
Last week I received a Google review on my Estate Agent Content site. It read: “Jerry is different (in a good way 🙂 and provides superb content along with clear advice on how to use it alongside existing marketing activity. Recommend.”
I’m guessing the generous reviewer is referring to my approach to marketing and the tone of voice I use in my blogs, emails and communications.
Compared to other marketing and PR companies my tone of voice is intentionally down to earth and unpretentious.
Because at the end of the day I’m just someone who taps words into a machine and hopes those words inspire people to take some sort of action. I’m not a doctor, teacher or some other important person in society.
This ain’t about me – it’s about you
Being different stands out.
Foxtons stood out when they first introduced their cool little Minis to scuttle around over-priced areas of London.
Innocent took a different approach to the words used on labelling their drinks and quickly dominated the smoothie market.
Power Bespoke estate agents in Reigate offer clients a Move Machine. It’s a transit van their customers can use for free on their moving day. That’s different, plus the van is well sign-written so it’s another form of mobile marketing.
I owned a removals and storage company back in the early 2000s in west London and we smashed the market to bits (not literally I hasten to add).
I was warned that there were 100s of removal companies in London. There were. But there were not hundreds of good ones. There was a lot same old same old.
We did a simple thing differently which made the business a runaway success. We were the first removals company to guarantee all quotes would be sent within 24 hours of our visit. It. Worked. Wonders.
I ended up selling the company for a decent profit four years after starting it.
Estate Agency Spot the Difference
In an ultra-competitive world like estate agency, or removal companies in London, being different can be the difference between success and failure.
What do you do differently?
Lots of agencies have branded cars but how many have move machines?
All agencies have databases but how many of you send out birthday cards to landlords?
All agencies, unless your one-person outfits, have staff but how many run employee of the month contests?
All agencies say they care but I only know one who sent staff on a sign language course due to wanting to provide a more inclusive service.
Estate agents are generally viewed by the public as all being the same – unless they do something remarkably different.
Be a little bold
There’s loads of ways to be different.
To stand out.
To get noticed. To be remembered.
You just have to brave enough to try.
Thanks for reading and here’s to your next instruction.
PS: I highly recommend This is Marketing by Seth Godin. I listen to it during my trips back and forth to London and beyond. This guy knows his stuff and is the Duke of Being Different.