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Let’s talk about Hovis. A household name in the UK, famous for its loaves of bread. But as much as we all know the brand, it’s not the kind of story you want to find yourself in as a business owner. In fact, Hovis can teach us a lot about what happens when a company fails to stand out from the crowd.
The rise and fall of Hovis
Hovis was once at the top of the bread game, a market leader. But in the early 2000s, despite being a big name with a long history, Hovis couldn’t quite keep up. They began to lose ground. Why? Because, in the simplest terms, they failed to differentiate themselves.
For years, they tried to get creative with marketing campaigns—some successful, some not so much. But here’s the kicker: none of it was consistent. One minute they were promoting the heritage and tradition of their brand, the next, they were jumping on the health bandwagon. Consumers got confused. They didn’t know what Hovis actually stood for. And, without a solid, clear identity, consumers took their business elsewhere.
Enter Warburtons. Another bread company, with a similar product, but with a much more focused, cohesive message. Warburtons carved out a distinctive identity for itself—something that made people stop and notice. And, within a short period, their market share grew while Hovis’s shrank.
In 2007, Warburtons saw an increase of 24% in sales, while Hovis struggled with declining market share. By 2008, for every two loaves Hovis sold, Warburtons was selling three. That’s a significant shift in consumer preference, highlighting just how important it is to stand out from the crowd.
The consequences of blending in
Here’s where it gets interesting for estate agents. Hovis’s failure to stand out didn’t just result in some lost sales; it resulted in them falling behind their competitors. They weren’t offering anything unique—nothing to make them memorable. And that’s exactly what could happen to your estate agency if you’re not careful.
How many estate agents out there look, sound, and feel exactly like each other? The same generic messages, similar branding, and—let’s be honest—the same cookie-cutter marketing. Telling the same story, using the same tired phrases. No wonder clients just go with the lowest fee.
The result? You fade into the background, just like Hovis did, while competitors like Warburtons (or in your case, other estate agents with a stronger voice and presence) swoop in and steal your market share.
In a marketplace that’s becoming more and more competitive, blending in is a high-risk option. Clients have an abundance of choice, and it’s not sufficient to just be “good enough.” In fact, agencies that fail to carve out a distinct identity for themselves risk being forgotten, overlooked, or replaced by competitors who have clearly defined their value in a way that resonates with their target audience.
The importance of standing out
In the age of online marketing and instant comparison, it’s more crucial than ever to differentiate your agency from the pack. You may think that focusing on the basics—being “reliable” or “trustworthy”—is enough to hold your position in the market, but that’s just what everyone else is saying. These are baseline expectations for your clients, not unique selling points.
To truly make an impact, your agency needs to clearly define what makes it different and why people should choose you over your competitors. Whether it’s your customer service, expertise in a niche market, or even the personality behind your branding, your message needs to resonate and stick in people’s minds. In a world where the customer journey is increasingly digital, being memorable is what will drive business growth.
Your identity doesn’t just need to be clear—it needs to be consistent. If your branding, marketing, and customer interactions don’t align with the message you want to project, you’re creating confusion, not clarity. And confusion leads to a lack of loyalty.
Moving from generic to unique
What I’ve seen time and again in the estate agency sector is this tendency to play it safe. It’s easy to follow the crowd, using the same phrases and selling the same story as everyone else. But the truth is, this isn’t a strategy that’s going to sustain you in the long run.
Your clients want something more. They want to know what you stand for, what makes you different, and why you’re the right choice for their needs.
To stand out, you need to take a hard look at your agency’s identity. Think about what makes your agency unique and how you can reflect that in everything you do. From your website to your social media, your marketing materials, and your customer service—you need to ensure everything aligns with your brand identity. Otherwise, you risk becoming another forgettable player in a sea of mediocrity.
Hovis, as a brand, didn’t fail because it didn’t make good bread—it failed because it failed to connect with its market. The same could happen to your agency if you don’t take the time to define your identity and make it clear to your clients.
Final thoughts
If there’s one thing to take away from the Hovis story, it’s this: don’t become the brand that nobody remembers. In a competitive and crowded marketplace, it’s easy to fall into the trap of blending in. But the truth is, your estate agency can’t afford to be just another name in the phone book.
By defining your unique identity, being consistent, and showing off your personality, you’ll create a brand that not only stands out but stays top of mind. And, most importantly, you’ll stay ahead of the competition. Just like Warburtons did when Hovis dropped the ball.
So, next time you’re thinking about your marketing strategy, ask yourself: What’s going to make us stand out? If you don’t have a clear answer, it’s time to revisit your brand and make sure you’re doing what’s necessary to be unforgettable.
Toby Martin is an industry consultant, trainer, and speaker.
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#estate #agency #brown #bread
