Common readers of my month-to-month contribution to Property Business Eye will know that I’m a giant believer in “ the rule of three” – the concept that with the intention to emphasise a degree you must produce THREE causes for instance your competition. It is a tactic utilized by quite a few politicians (the late Tony Benn being a wonderful instance) in addition to efficient sale folks.
The rule of three is a precept stating that issues offered in teams of three are simpler, memorable, and satisfying in writing, storytelling, speeches, and even jokes, as a result of three is the smallest quantity wanted to ascertain a sample which the human mind seeks, creating rhythm and emphasis.
It’s a way that I ceaselessly use when making an attempt to promote my very own property company companies at a advertising appraisal appointment or making an attempt to summarise the advantages of a specific property to a possible purchaser – and it usually works REALLY properly.
There are three causes it is best to use Simon Bradbury Property Brokers powered by eXp and they’re… 1… 2…3…
There are three the reason why you should purchase this property and they’re … 1… 2…3…
Options/ advantages – you already know the drill.
Think about my shock when one of many highest (he’s in my prime three) of the world’s advertising guru’s, Rory Sutherland, outlined a narrative on the right way to acquire benefit over the competitors – with the rule of TWO! I’ve heard him recite this story on quite a few events and may actually say that I’ve used the teachings contained inside the story to my vital industrial benefit.
Right here is that true story…
As soon as upon a time there was a person known as Will Guidara who owned the 50th finest restaurant on the world – Eleven Madison Park in New York. Will had aspirations to change into primary and settled on a easy technique to attain this goal. Apparently, he took his workforce to expertise what the then primary restaurant needed to provide and requested the workforce for suggestions.
As you’d count on, his colleagues have been very impressed by the venue, service and meals high quality of what on the time was thought of to be the perfect restaurant on the planet. They proceeded to share their suggestions and offered an extended checklist of all of the issues that made the expertise so wonderful. Apparently, this didn’t impress Will who insisted that merely itemizing and copying these objects wouldn’t obtain what he wished.
As a substitute, he requested the workforce to checklist the issues that the restaurant did to a merely mediocre stage. They reported on TWO issues – firstly, the espresso which was served was “OK” however not distinctive and secondly there was a really small choice of beers, because the world’s finest restaurant catered extra for wine drinkers.
Armed with this data and utilizing what Rory Sutherland refers to as “reverse benchmarking”, Will targeted on these two components as a substitute of making an attempt to repeat every part else that was good about his competitor. He appointed a “Espresso Sommelier” to supply friends an enormous array of top quality espresso choices and a “Beer Sommelier” to advise clients on the craft beers that went finest with the unbelievable meals. I’m certain you’ll be able to guess the top of this story – sure Eleven Madison Park in New York finally turned the primary restaurant on this planet… however so what?
Properly, as Rory Sutherland says, “That is one thing anyone can do…”… and I did it in my very own space. Nevertheless, as a slave to the rule of three, I set about figuring out which THREE actions property brokers in my locale achieved to a mediocre (or under) stage. It truly was not as straightforward as I had envisaged. As I think is the case in most cities and cities within the UK, the general stage of property company companies in my space is mostly superb and competitors is fierce. Sure, there are the same old choice of mediocre and poor property brokers however there are three or 4 which might be (annoyingly) wonderful. After cautious evaluation, I settled on three issues that I believed my competitors did that I may do higher… MUCH BETTER!
Now I’m not ready to share with you what these objects have been, simply in case my opponents are studying this. Nevertheless, I might advise that you concentrate on the fundamental actions you conduct as an property agent on daily basis, analyse these actions from the purchasers perspective and suppose how you could possibly rework these actions into one thing excellent and memorable.
I’m completely NOT claiming that I’m now the primary property agent on this planet and even in my space following the implementation of reverse bench marking. I can nevertheless legitimately declare to have considerably elevated and improved my enterprise consequently.
After all, you will have three selections (see what I did there!)
You are able to do nothing – at all times an choice.
You may take the recommendation of a easy property agent like me and use the rule of three.
Or you’ll be able to take the recommendation of one of many world’s biggest advertising specialists and use…
The rule of two.
PS
If you want to view the brief model of the video with Rory Sutherland telling this story, right here it’s:
Simon Bradbury is a marketing consultant specialising in securing new directions and runs a (very) small property company powered by eXp.
