FIRST PERSON
JOSH PHEGAN
Competition for the customer You may not be a mind reader, but in a highly competitive real estate market it’s never been more important to know what your customers want. Josh Phegan examines how you can identify your clients’ main problems and find ways to solve them.
12 ELITE AGENT • MAR 2020
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ou either focus on the customer or the competitor. One will use your services and pay your invoices; the other won’t. The real estate industry is a fast-moving, highly innovative space. The challenge is, most of what we call innovation is the duplication of what competitors do in the marketplace. The fastest-growing companies in any industry
are the ones that can identify unmet, unidentified and unsatisfied needs of the customer and satisfy them. As human expectations evolve with technology, we now buy brands, products and services, because of what they enable us to do. Harley Davidson riders buy the bike because they buy freedom. When you use Uber, you gain the speed of the transaction. Most agents compete on fee, and it’s a race to the bottom. The best in any industry compete on value – they
