There may be several companies and individuals in our marketplace offering remodeling or design services - even if most of them are not as skilled, well-trained, or experienced as we are in providing aging-in-place solutions. Our potential customer may not appreciate how we are different from the others they might consider or even select. We have to let them know.
Customers want results and may select the lowest price or the quickest solution from someone who offers a solution reasonably close to what they think they want - or perhaps what they are convinced they need - without really understanding that such a decision is not in their long-term best interests. Saving a little money now or not getting a total solution will only frustrate them over time.
Even when there are other aging in place specialists in our market who are competing with us, there still needs to be something that can make us stand out as being different in the eyes of the consumer and within the marketplace. Otherwise, there is no overriding reason why someone should want to choose us over another company or provider. In essence, any company would be just as good as any other.
In expressing what we do that truly makes us different from anyone else, we should avoid using words or phrases that our competition can or does use to describe what they do. If use them also to talk about what we do, then we haven't created any separation or distinction in the marketplace. Let's look for a truly special way of expressing just what makes us special and makes our potential customers want to select us because of this. Let's give them a good reason to want to do business with us.