Positioning is your competitive strategy for getting noticed. One of the most profound statements made on the subject of positioning comes from Louis Carroll’s Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, “if you don’t care where you’re going, it doesn’t make a difference which path you take.”; Without direction or focus, your service will be perceived as coming from a multi-headed creature -speaking from many mouths, saying nothing and going nowhere.

Play the mp3 file below and hear how you use positioning as a tool for differentiating and as a strategy for becoming an agent magnet.

Subject Matter Inventory

What do people like Donald Trump, Dr. Ruth Westheimer, Bill Gates and Howard Stern have in common? They are widely recognized leading experts in their respective fields. Yes - shock jocks are a classified field within the radio broadcasting industry that Howard Stern enjoys dominating.

Each of these people began where you started in the mortgage business - at the bottom. But what did they do differently to get to the top? First, each one defined a niche specialty. Therefore, they were first in line in the minds of prospects. Then they positioned their brand identities as leading experts. Now each one occupies the top slot in each particular field.

Over time and with work experience, each loan officer learns unique knowledge, skills and expertise that Realtors can benefit from. By discovering these talents, you can use your special knowledge to define a niche specialty. Than as you develop a mastery from learning through repetition and a discipline from research, self-study, education and experience, you can position yourself as the leading subject matter expert in that niche.

Realtors prefer to work with someone they view as an expert than to waste time shopping services. Your status as a leading expert will attract Realtors because they value their time as a precious commodity. You’ll enjoy greater visibility and reputation than your peers.

Use the Subject Matter Inventory as a guide to discover your talents, skills and knowledge that can be molded into a niche specialty.

Click to Access: Subject Matter Inventory Form

Positioning Statement

When you search deeply into your business, you’ll discover unique traits, skills and services. With that you can separate yourself from competition and position your business to fill an unoccupied niche.

By writing a positioning statement you are telling prospects how you want to be perceived. It is from this statement you can drive your message through every medium to influence the perception of your service.

Click to Access: Positioning Statement Samples

Click to Access: Positioning Statement Exercise Form