I cycle past a real estate sign listing vacant land as part of a regular riding route. The realtor’s sign had been twisted by the wind and tagged with graffiti. To my surprise I saw new signs when I passed the lot yesterday. Across the street was a new listing from a competitor. The new realtor’s sign was larger and composed of graphics and pictures.
The sudden appearance of a competitor was a reminder that if you are not attend to your competitive advantage another organization can come along and corner the market. The realtor with the original listing and the abandon sign was playing catch-up. The ‘dip’ that the competitor had to cross (as Seth Godin would say) was so small that it took few resources to change the game. Had the first real estate listing been more active and attended on a regular basis, perhaps it would have made it harder for the new listing to standout.