Create Your Real Estate USP To Differentiate Your Services
Before your prospects will hire you, they need to believe you are the best real estate agent to help them buy or sell their home. In other words, you need to satisfactorily answer the question, “Why should I choose you?”
The best way to stand out from your competitors is to create a unique selling proposition (USP). Your USP is a concise statement that clearly explains the benefits of doing business with you. Some famous USPs you’ve probably heard include FedEx’s “When it absolutely, positively has to be there overnight” and Geico’s “We’ll help you save you up to 15 percent or more on car insurance.”
Here are four steps to creating your unique selling proposition.
Step 1 – Brainstorm Your USP
The first step to creating your unique selling proposition is to brainstorm all the reasons why clients should do business with you. Instead of using vague and meaningless phrases like “I offer high quality service and professionalism,” quantify exactly what clients get when they do business with you. What does “high quality service” or “professionalism” mean to you?
Your USP should be specific to your niche audience, in line with your strengths, and different from your competition. What do you do differently from other real estate agents that makes you stand out? What do your best clients say about you? What are you most proud of? Are you a local real estate expert or well-known in your area? What are your real estate sales accomplishments? Write down whatever comes to mind. It’s ok at this stage to write several pages.
Step 2 – Clarify Your USP
Once you have a clear idea of how you differ from other real estate agents and why prospects should hire you over all the other agents out there, narrow down the most compelling reason to a sentence or two.
Step 3 – Prove Your USP
Your prospects are skeptical, so you need proof that you can do what you say. A great way to do this is to get client testimonials. Good client testimonials explain how easy you made their real estate transaction, how clearly you explained the steps to buying or selling their home, how frequently you were in contact with them, and how well you negotiated their real estate deal.
Best of all, when clients sing your praises, you’re not bragging. You’re showing proof that you’ve done this before, and you’ve done such a great job that your clients are willing to vouch for you. Testimonials do much of the selling for you.
Step 4 – Test Your USP
The final step to creating your USP is to test it. The only way you will know how compelling and believable your target audience finds your USP is to get it in front of prospects. Use it when talking to prospects, in your ads and marketing materials, and on your website.
A well-crafted unique selling proposition will clearly and concisely give your prospects a compelling reason why they should choose you over all your competitors. It is the single best marketing strategy you can use.
Need help creating your real estate positioning so you can define exactly why you are the best agent in your market? If so, check out my real estate agent training program, Differentiate & Dominate: Niche Marketing for Real Estate Agents. Learn how to stand out from your competitors without cold calling or door knocking at http://www.realtybizcoach.com
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