Here is Business Success Thursday Volume 19
Timeless Marketing Advice That Always Works
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Here is todays message!……
There is a fascinating story about selling real estate in the middle of the depression in the 1930’s.
(It’s from the book ‘How to change your life in 30 seconds’ by Earl Nightingale and Robert C Werstell.)
Here are the details…
A man moved to Los Angeles in the middle of the depression in the 1930’s.
He decided to set up a real estate business and opened a small office in a
street called Real Estate Row.
For a month he sat in his office waiting for someone to come in to
buy or sell some real estate.
No one did.
He began to notice that none of the other real estate offices in the street
were doing any business either.
In fact they were all ‘dying on the vine’.
It was a time of wide spread depression and no one was buying much of
Three months passed while he tried to think of ways to keep from starving
One day he hit upon an idea…
On the big real estate sign in front of his office he wrote at the bottom in
small, conservative letters these words
WE DO NOT HANDLE HOMES UNDER $25,000.
Almost immediately business began to come in.
People who had homes valued at twenty five thousand dollars and more began
dropping in asking him to sell their homes.
He called only on people who could afford twenty
five thousand dollar homes (and there were still quite a few around
although they represented a miserable minority in those days) and he
began to sell.
He had restricted his business to the only people in the area who could
buy and sell homes.
And they quite naturally only wanted to do business with the real
estate operator who catered to the kind of deals they were interested
To cut a long story short, he was very successful and became quite
wealthy-even during the depression-in one of the hardest hit industries.
What this real estate person did was very simple.
He differentiated his business from all his competitors.
Suddenly potential clients had a good reason to choose his business instead of
all his competitors.
And he enjoyed remarkable results in spite of
the tough economic conditions.
What are you going to do this week to positively differentiate your business?
Today’s quote: “Things may come to those who wait, but only the things left by those who hustle.- Abraham Lincoln