I recently conducted an interview with Tyron Ash who is an expert luxury real estate agent; star of the Channel 4 series Mega Mansion Hunters; and founder of Tyron Ash Real Estate. He talked about his unique approach to selling real estate; some of the problems with the way the estate agency business has been done in the UK; and how he uses social media to sell high-end property.
Much like myself, Tyron is willing to stand out and do things differently in his industry. This has led to some criticism from those he is outcompeting. We spoke about the fact anyone that succeeds will be targeted by others at some point. We also talked about the importance of being known and getting people talking about your brand. In this article, I will give you 3 ways to stand out in a crowded market.
1. Take social media seriously
For a lot of businesses, social media is an afterthought. Many estate agents have Instagram pages and other social media pages but engagement is very low. Tyron Ash Real Estate has a big focus on social media and therefore has massive engagement. They optimise for shareability and going viral and spend the money on experts so as to do this.
I also focus on social media, especially YouTube. So much so that many people see me as a YouTuber. Of course, I am primarily a property investor, a developer and a property trainer, but I tell the world about all that via YouTube. No matter what business you are in, you can do that too. Make it a serious part of your business, not something you barely remember to do.
2. Put your name out there
My business has my name front and centre. The same is true for Tyron Ash and his business, Tyron Ash Real Estate. For me, having my name on my business is putting my reputation on the line for my product. If I was ashamed of my product and didn’t want people to know that I was involved in the business, it wouldn’t be a business I should be involved in.
Branding yourself alongside the business is important. This is because people do business with people they know, like and trust. If you have moved people along the road of knowing, liking and trusting you before they even meet you (due to reputation alone), your business will benefit.
3. Be unique
If you want to do something that is totally outside the norm of your industry, do it. You need a unique selling point if you want to compete in the marketplace. Don’t expect everyone to like what you are doing. However, if there is a market for your offering, don’t let the haters dictate what you should do.
If you just do what everyone else is doing, there is no reason for customers to choose you over the competition. If you offer something different, you can begin to develop your own niche. Don’t focus on pleasing everyone, focus on pleasing your unique customer base. If you offer a great service and your customers are happy, you are doing the right thing.