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Learn Jay Thompson’s formula for real estate competition

Brokerage model gives agents freedom
Published on Apr 28, 2010

Earlier columns have examined different strategies for competition, per Michael Porter's much-cited business tome, "Competitive Advantage: Creating and Sustaining Superior Performance." I described Keller Williams Premier as an example of "cost leadership," as defined by Porter, @properties of Chicago as an example of "differentiation," and The GoodLife Team of Austin as an example of a "differentiation focus" (also see related article). In this final installment, we turn to an example of Porter's "cost focus" strategy. Let us remind ourselves how a focus strategy differs from generic broad-based strategies: "This strategy is quite different from the others because it rests on the choice of a narrow competitive scope in the industry. The focuser selects a segment or group of segments in the industry and tailors its strategy to serving them to the exclusion of others," Porter wrote. The "cost focuser," then,...

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