My Haircut is Not Fungible
Posted on 05. Jun, 2008 by Jay OHare in Differentiation, Marketing, Real Estate
I have choices when it comes to getting my hair cut. I could go to Mountain Cuts for an inexpensive “blow & go” cut by a recent cosmetology grad. It may be a fine service for some but I prefer a little more experience and a
higher quality hair cut so I go to Savanna at The Comb Goddess. I pay more and I get more. I pay more and I experience lower risk that it’s going to be screwed up & I’ll look like a fool. Both are hair cuts but they are not the same. They’re not fungible. (Fungible means that there is no difference in value between two or more items. For example, a $20 bill is fungible with any other $20 bill and it’s fungible with roughly $200 Mexican pesos.)
You can’t swap either haircut for the other and have the same result (the guy in the picture doesn’t get this). Savanna delivers additional value and I pay a higher price.
Most if not all of what you do to market a property is not fungible.
How about your real estate marketing? Most if not all of what you do to market a property is not fungible. Point & Shoot digicams won’t capture the same essence of a property as an experienced photographer with a digital SLR. You can’t simply trade one for the other and have the same value.
Writing ad copy 30 minutes before the deadline is not the same as a well crafted message done by a professional copywriter.
Venturing into the online realm with the cheapest web company you can find won’t be the same as investing time, energy and money with an experienced e-business outfit.
Just as we, the consumers, can tell the difference between a bad “bowl cut” and a killer style, we can tell the difference between elegant marketing that tells a compelling story and cookie-cutter-hack-job marketing. They are not the same. They’re not fungible – they don’t have the same value. In a crowded, competitive market, paying more attention to the quality of your marketing and less about the price can make a huge difference. We notice.
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Altera Performance Group has greatly enhanced my listing presentations since I started using their services. They are very professional to work with and I have recommend their services to many other brokers.”
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Colorado Group Realty
Altera Performance Group has greatly enhanced my listing presentations since I started using their services. They are very professional to work with and I have recommend their services to many other brokers.”~ Tim Aigner
Colorado Group Realty
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Jay O’Hare is the founder and principal of Altera Performance Group, a marketing and technology company in Steamboat Springs, CO. Jay has fifteen years of experience in the internet world beginning with a tiny start up ISP before consulting for some of the largest companies in the world, including HP, OnStar, FedEx and Service Master. Currently, Jay focuses on helping businesses improve through innovative marketing that adds value to both the company and client relationships.
In addition, his passion for photography has translated into an asset he provides clients as well as editorial publications like DCD Home magazine and local businesses in Steamboat, CO.
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