Johan
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01:17:18 am on December 6, 2007 | # |
It’s natural to focus on the masses because that’s what we tend to do. We want to be everybody’s friend and a solution to everyone’s problems. We want to sell and list every home on the market. But that is where most real estate agents loose the plot. However, there are other real estate agents who focus on exclusivity and add scarcity to their services.
The way to love anything is to realize that it might be lost. – G.K. Chesterson
Background: New real estate agents focus all their attention, exclusively, on sectional-title-homes (or other real estate niches). They study the legalities, educate the community and share tips with them via their blog/newsletter. They are giving away a free gift – in the form of valuable info. They become the expert in their field.
But then they decide to refine the gift even further. They market themselves as exclusive share title real estate agents and they sell their FREE newsletter as a by-invitation only newsletter. Now they have created scarcity and exclusivity.
According to Robert B. Cialdini, The idea of potential loss plays a large role in human decision making.
How do Monks Use The Scarcity Principle To Sell Beer?
Ben has a post on beer making monks; if you want their beer you must make an appointment to buy it, you may buy only two cases at a time and the beer is sold only once a month. A cult brand was created and people travel more than 16 hours buy the exclusive and scares beer.
According to Seth Goldin these monks are not trying to sell the most. He also mentions that they created a ritual.
I believe they have created an unintended exclusivity and scarcity and this ads to the value perceived by the beer buyers.
Are you perceived as a scares and exclusive real estate agent who are valued more than the agent next door?
Do you think you can be different when you use scarcity and exclusivity?
Johan
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