Positioning for Differentiation Individual and UCAS, Importance of Branding

The Value of Differentiation Increases listings Office Location Yard Signs Local Internet Site Telephone Fliers Postcards Exclusive Catalogs National Listings Adv Confidentials Purchased Lists #1 Website National Network 700 Offices #1 Horse Property Largest Traditional and Auction Realtor 10% 4% 7% Commission Rates Local NSP Ads Oldest Local Office EMS Increase Commissions On-Line Bidding Virtual Tours Home warranty Home Mortgage

Positioning Your Office to Win Every Deal Make Sure Your Listing Presentation Communicates That: Your Local Office Key Information and Competitive Advantage You are the Largest Auction Network, not Just a Single Office National Network of Experts, Leverage Them #1 Website Property Specific Stats: #1 Land Seller, #1 Horse, #1 Timber 700 Offices, 4,000 Local Agents Approximately $3B in Sales, Over 40,000 Listings Professional Presentations –National Clients –Intranet Examples

Positioning Your Office to Win Every Deal Make Sure Your Listing Presentation Includes: Your Local Marketing Plan Exclusive United Country Tools National Advertising of Listing National Catalogs Confidential Buyer Database Special Confidentials Specifically for the Property Being Considered Automated Postcards Peak Performance Marketing Systems Website Statistics –Vs Other Competitors (Compete.com)

Positioning Your Office to Win Every Deal Make Sure Your Listing Presentation Includes: Special On-line Bidding Prices Discounted Volume Based Media Home Warranty Mortgage and Finance 1031 Services Case Studies

Group Exercise Write Local Office Points on Differentiation Write United Country Points of Differentiation Prioritize the Top 10