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Positioning and Differential Advantage

Positioning is a marketing term that refers to how the brokerage is perceived by clients in relation to other brokerages.
- In other words, it the “image” of the brokerage as it appears to customers vis a vis the competition.
  - The position of the brokerage is what the client sees, which may be the end result of the brokerage’s community-based efforts, public relations, service reputation, and more, in comparison to the image of other brokerages.
Differential advantage is a feature, service or product offered by the brokerage, which sets the brokerage apart from its competitors, while at the same time being of particular benefit (or
advantage) to a client as the feature, service or product is important to them.
- In this light, the differential advantage that a brokerage possesses is the brokerage’s edge over its competitors in the client’s eyes.
  - Again, this is a client perception of the brokerage. The brokerage represents a benefit to the client in some way, over the competition, and thus the client pursues the relationship with the brokerage they deem to be the most advantageous to themselves.

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