Last week, we wanted to purchase another Meyer lemon tree (thin fragrant skinned lemons that are less acidic) for our deck. We looked on line hoping to find a nursery in Santa Barbara. We were utterly surprised that not a single grower or nursery in Santa Barbara came up for a Meyer lemon tree. We made an assumption based on the fact that since California is the second biggest citrus producer after Florida, we would find a Meyer lemon tree on line from California.
Our search revealed two growers, one based in South Carolina, and the other in Georgia. The search did not even show nurseries in Santa Barbara carrying Meyer Lemon trees. For all practical purposes, one could conclude that Santa Barbara does not stock Meyer lemon trees, which is not true. The only reason we looked on line is because two of the local nurseries had sub par Meyer trees , and like everyone else we were hoping to save ourselves time on line.
The Eastern based nurseries identified an under served market niche in Southern California. We were stunned. If someone is pressed for time and does not want to wander through nurseries, they can easily order a tree on line and have it arrive at their home with free shipping. It fulfills an important need of saving time, and both of these companies who are located back East are benefiting from this uncontested market niche.
Clue #2. Realize that searches are specific, so question your assumptions. Check on line how homes are advertised in your marketplace. What characteristics of homes are missing that a buyer would be looking for, that is so obvious no one had mentioned it?
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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