Why normal is boring when it comes to marketing

When it comes to services, people have their favourites. Buyers make their choice based on past experience and the advice of peers.

Keeping up with the competition is not enough, especially in times when a market experiences slower periods of repeat business.

Convincing consumers to try your brand is always going to be tough, because the majority of people already have their favourite brands in the front of their minds.

Bu the people who don't have favourite brands - the ones on the edges of a demographic - also don't have experiential ties to the competition.

During these times, a part of a business' marketing budget should be dedicated to the creation and promotion of a unique selling proposition that helps it stand out from the rest, gaining the attention of these unaffiliated consumers.

This concept - known as small tail - has many advantages. Firstly, the potential customers are varied, allowing a firm to focus on specific demographics.

Secondly, the growth potential of these segments is significant - recent clients spread word of the new market offering, expanding the potential customer base.

In the case of real estate, firms may want to invest in leadership development programs that enhance the clients interaction and encourages repeat business.