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Differentiate or Die By Richard Elkman, MIRM, CMP

To stay alive during this very different housing downturn (different because it has
nothing to do with high interest rates or high unemployment), you need to dramatically cut overhead and land positions while increasing operational efficiencies.
The next most important step to take is to "differentiate" your company and product from the competition.
To achieve this objective, a company must zero in on what makes their company special and focusing everyone's—consumers and employees—attention on that distinction.
Now, because of the "buyer's market," builders are focusing on "discounts and deals," and still not communicating to the limited numbers of home-buyers the real difference between their company and the competition.
Small and mid-size builders do not have the financial resources of the national or large regional homebuilders, who can afford to sell homes at cost or below.

Positioning Is the Key
The five steps of "Positioning" are simple.It just takes open eyes and honesty.
1. What "Position" do you own?
2. What "Position" do you want to own?
3. What is your strategy to achieve the
desired "Position?”
4. Do you have the resources to achieve your
strategy/goals?
5. Do you match our "Position?”

Look how these companies have used “positioning” to stand out from their competition... Nike: “Just Do It,” Greyhound: “Leave The Driving To Us,” Burger King: “Have It Your Way,” and BMW: “The Ultimate Driving Machine.”
Is positioning the "magic bullet" for success? No. But it just may help you stay in business until your market improves.
Remember: Dare To Be Different. You don't have to out-spend the competition—you just have to outsmart them.

Formore examples of positioning, visit www.grouptwo.com. For specific questions about marketing, contact Richard Elkmanat relkman@grouptwo.com. For more information about this item, please contact NSMC Staff at 800-368-5242 or via e-mail at nsmc@nahb.com.