Here is a thought, but if you are an estate
or letting agent, getting market share is tough, when you might have one (or
two or more) big boy agents in your town, taking a combined 50%, 60% even 70%
market share. You need to understand you can’t automatically get ahead of your
competitors, even if you know you are better. So instead of worrying about you
being small and them being the big daddios, you could use this to your
advantage.
A well known example of a business effectively taking an
innovative approach was the boss of Avis rental cars in the 1960’s; they
understood that as a new business they couldn’t automatically get ahead of
their competitors, Hertz, so instead they used this to their advantage
Hertz, was
spending five times as much on advertising than Avis and that showed in market
share. So Avis’s advertising needed to have five times the impact of Hertz’s. The
ad agency came back with a campaign that offhandedly admitted Avis was only the
number two rental car company and came up
with the slogan “We're number two. We try harder” and tripled
their market share in just four years.
What if you said, .. obviously changing the name to your town, “We are the number
two estate/letting agent in Colchester, but we try harder”
.. don’t dismiss it out of hand
.. just think about it
