One of the very best ways to achieve market leadership as a luxury real estate markeing professional is to discover a niche in your marketplace that you can dominate. A niche is a category or sub-category of the entire market like waterfront properties, equestrian properties, high-rise condos, etc. The whole idea is to become establish your personal brand as the "category killer" in that niche.
An example of a category killer is iPod in the MP3 category of electronic devises that play music. In online auctions, eBay is the category killer. Yahoo, number 2 in auctions had to concede to eBay in all markets across the globe except Japan where eBay bowed out (for now).
In the entertainment field Terry Fator is the category killer for ventriloquism. He is so dominant in his category because he offers extraordinary entertainment value and no one else has a chance to reach is level of celebrity. He just secured a $100 Million contract in Las Vegas for his show. Check out the video and you will see why he is the best in his niche, the category killer.
In which niche can you become the category killer?
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This is part of our series on Luxury Real Estate Marketing and Real Estate Branding.