Jaynie Smith, best-selling author of ‘Creating Competitive Advantage’ (19 reprints) who regularly appears on all the major US TV networks to discuss business issues, spoke with Property Academy Members from Florida last week.

Prior, she had done her research into how UK estate agents describe themselves and here’s the most common 10 things she found (NB not ranked):

  • Independent
  • Professional
  • Trusted
  • Our people/team
  • Marketing
  • Innovative
  • Personal service
  • Local knowledge
  • Community involvement
  • Long established/experienced

Jaynie’s response to them all was simple:

“Blah, Blah, Blah”.

She expanded, “these are the same responses I’ve heard over 20 years from every size of business, in every sector, in every country in the world. They have no impact on the customer at all – they’ve heard these things said 1,000 times or more and they just filter them out.”

Jaynie then went on to show what does cause customers to stop, take notice, engage and buy – and they are all Competitive Advantages.

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