@properties: It pays to be different 
Chicago brokerage stands out by providing premium services to agents
By Robert Hahn, Tuesday, March 16, 2010.
In last week's column, "A case study in cost competition," I reviewed Keller Williams Premier Properties of Essex, Union & Morris Counties as an example of "cost leadership" strategy in real estate brokerage.
This week, we examine another strategy: "differentiation." Michael Porter defines differentiation this way:
"In a differentiation strategy, a firm seeks to be unique in its industry along some dimensions that are widely valued by buyers. It selects one or more attributes that many buyers in an industry perceive as important, and uniquely positions itself to meet those needs."
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