As a luxury real estate marketing professional, if you have embarked on what we call the “unabashed pursuit of market leadership” you are either an incumbent market leader or a challenger. To gain or sustain market leadership you need to be on the leading edge. And, that is why you need a “brain trust”. It is impossible to be a know-it-all.
The term brain trust originally referred to a group of close advisers to a political candidate or incumbent, prized for their expertise in particular fields. A New York Times reporter, who wrote about the presidential advisers to Franklin Roosevelt, coined it.
Unless you are dominating an uncontested market niche, having a brain trust is essential because it is always a battle between incumbents and challengers. To be proactive you should have a brain trust to stay ahead of the competition even if no challenger is currently on the horizon. So much is at stake at this level of the game, where owning the lion’s share of business is the prize.
Recently, we had a conference call with our web developer and our partner who consults us on search engine marketing and optimization. He is the leading expert in the field of luxury real estate SEO. Google is up to its old tricks again of changing algorithms that can affect everyone’s rankings. So, we continuously need to stay up to speed and pool our knowledge.
After, thanking my team of experts for the call, our SEO partner said, “this is the way it should be; we have an awesome brain trust, here”. There is no way to stay abreast of all of the important topics on our own.
If market leadership is your quest, surround yourself with the best talent in your field. Get beyond trying to be a know-it-all and form a brain trust.
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.