Positioning for Confidence in a Changing Market
When commission rates became the conversation, I helped bring it back to outcomes, trust, and value.
The Challenge
A well-established real estate office was facing pressure from a newer competitor promoting lower commission rates. Sellers were being drawn in by price — without full visibility into minimum fees or the potential trade-off in sale value. The team had plenty of marketing activity, but no clear positioning to respond with confidence or consistency.
The Approach
Over two weeks, I developed a messaging strategy and hierarchy to sharpen their story and support stronger value conversations. This included:
Positioning guidance to reframe the conversation from cost to outcome
Talking points backed by local sales data
A flexible structure for layering messages across digital, print, and in-person interactions
The Results
Execution is still in progress, but the team now has a clear, data-informed foundation to communicate their value — without defaulting to discounts. The strategy gives them a way to respond to market pressure with calm confidence and a message that stands up to scrutiny.
The Takeaway
In competitive markets, being visible isn’t enough — you also need a value story that’s clear, credible, and consistent. That’s where strategy earns its keep.
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