What is your USP?
With the world today being cluttered with everybody and everything trying to get your prospects attention, it all starts to turn into white noise. As a real estate agent, it’s imperative that you become really focused on what your Unique Selling Proposition or USP is so that you stand out from the crowd.
So, what makes us different from every other agent?
Yes, we’ve all got a similar job to do, yes, we’ve all got similar strategies, we’ve got similar scripts and similar marketing materials, but out of our very complex business, there’s something that you need to own. Something that you need to be the absolute best at.
This doesn’t mean you should neglect everything else. What you want to do is focus on something that you can push forward as your point of difference. Let’s face it, there are so many different things that we can tell the seller we’re good at, but the key is to focus on one area and demonstrate how it will make all the difference to them when selling their home.
Let’s take a look at some examples of USPs.
You might want to promote yourself as a great service provider. The key is to talk to your prospective clients about how your service is going to be different. Whether you’ve got a great team, perhaps you’ve got a five or six-point report-back system that keeps them up-to-date with what’s happening which is going to educate them on how to get the highest the market is prepared to pay. Some of us out there obviously rave about our service, if that’s your USP, make sure you own it.
Some agents out there may decide that marketing is their USP. They may show a marketing campaign that, although may cost the seller $5,000, $6,000, or even $10,000, it will make a huge difference in the end. The agent needs to be able to thoroughly explain that this is why, and this is how a marketing campaign at that price will work, and also the cause and effect of the marketing campaign. The agent may go into detail about case studies where good marketing campaigns have previously been used and how they have changed the outcome for the sellers and ended up getting them more money in the end.
You might even go down the road of having auctions be your USP. The auction method of sale, especially in areas where auctions are not that prolific, might be a great way to put yourself on a pedestal and be different. Of course, you would then submerge yourself in auction training and perhaps become an auctioneer and then use auction as your preferred method of sale and your USP.
These are just a few examples of what your USP could be.
Do you have a USP? If you haven’t identified your USP yet, don’t worry, you’re not alone. You may even find you will go through a number of iterations before finding your true USP. Make it a goal to discover what makes you unique and different from your competitors. Remember, your true USP is not only unique but difficult to copy.
If you want to learn more about USPs, register for my upcoming FREE half-day Real Estate Brilliance webinar with Ryan Thompson by clicking the button below.
Photo by Veronica Benavides on Unsplash
