Applying the purple snowflake theory to vendor retention

For property agents, the whole point of real estate training is to develop a professional approach that delivers their clients the best possible result - and that starts with getting their attention.

In a book titled "Don't Sweat The Small Stuff About Money", the author - Richard Carlson - discusses a number of common concerns experienced by commercial professionals.

Under the essay heading "Think of purple snowflakes", Carlson talks about actively trying to be different to attract attention - and the fears that sometimes stop people from succeeding.

The author explains that getting attention in any marketplace often carries with it the fear of being seen as "foolish" - while the truth is that the whole purpose of brand marketing is to stand out from the crowd.

By basing the core of the service offering on standout results and professional excellence, a firm is able to build up positive perception in their community.

From there, standing out from the crowd can be as simple as doing something different with direct marketing material.

Instead of a fridge magnet or calendar, why not send out a packet of branded Blu-Tack with a note congratulating a buyer on their purchase and suggesting they begin using the adhesive to put up posters?
This kind of out-of-the-box messaging can keep an agent first in mind for years to come, without damaging their hard-earned reputation.