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What’s So Special About You? Make Your Real Estate Business Stand Out With A USP

 

Unique Selling Proposition Real Estate

What's So Special About You?

What is soooooo special about you?  This is a question even seasoned real estate professionals struggle to answer.  Hello, I am Stephen Garner, Director Of Sales Technology For Grand Canyon Title Agency in Phoenix, Arizona.  I work with real estate professionals day in and day out.

Recently I have started asking Phoenix real estate agents I meet with these two question:

  1. “what is so special about you?”
  2. “Why would I-the consumer-choose to work with you over one of the other 50,000 licensed real estate agents in the Phoenix metro area?”

These are not trick questions, although you would think they were based on the body language that is displayed when these questions are first posed.  Immediately, the arms get crossed, (defensive) and the “well” and “uh” comments start as they search for an answer.  These are the answers I typically get:

 

  • I am a great REALTOR®/real estate agent
  • I keep my clients updated
  • My clients love me
  • I love my clients
  • I provide great service
  • I produce results! [note exclamation point]
  • I work for X broker [one of my favorites]
  • I am one of the top agents in my office
  • I have the top team in my company
  • I’m an area expert
  • Iv’e been in the business for X years
  • I’m a Multi-Million Dollar Producer
  • I’m a Top Producer
  • I have X and Y designations

While the above answers may be true, they are not tangible and in most cases are not even measurable.  So, I take all the above away and I ask again,

“What is so special about you, why would I choose to work with you?”

Silence.

Crickets.

I ask the “what is special about you”  question not to stump or embarrass anyone but to discover a real estate agents Unique Selling Proposition or USP.  USP is a term invented in the 1940’s by Rosser Reeves of Ted Bates & Company.

Wikipedia: “Rosser Reeves was a hugely successful American advertising executive and pioneer of television advertising. He believed the purpose of advertising is to sell”.  It was initially used for products but works for a service as well.  “Reeves believed

  1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit.”
  2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
  3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.

From Wikipedia, Some good current examples of products with a clear USP are:

Some unique propositions that were pioneers when they were introduced:

  • Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
  • FedEx: “When your package absolutely, positively has to get there overnight”
  • M&M’s: “Melts in your mouth, not in your hand”
  • Wonder Bread: “Wonder Bread Helps Build Strong Bodies 12 Ways”

That is essentially what I am asking. What do you think a potential consumer, your ideal client, wants?  Yes, they may want a real estate agent that has the above qualities but I would submit to you that these are not really benefits at all.

They are expectations.

If I was a consumer I would expect my real estate agent to communicate regularly. I would expect my real estate agent to produce a result. I would expect my real estate agent to provide great service.  I would expect my real estate agent to have market knowledge. I would expect my real estate agent to work for a reputable company/broker.

Too many real estate agents lose a consumer [before they have a chance to convert them to clients] because they sell expectations.  I expect my car to get me to work. Is that why I bought it? NO. I bought it because of its performance, safety record, amenities, brand.  These are benefits.   Real estate agents should stop selling expectations and focus instead on BENEFITS – TO THE CONSUMER, TO YOUR IDEAL CLIENT .  You want my business, and the thousands, maybe even millions of consumers just like me?  Tell me how you will make my life DRAMATICALLY better by working with you instead of another real estate agent.

Will you:

  1. LISTEN?
  2. Discover my motivation?
  3. Identify my goals?
  4. Help prioritize and meet my needs?
  5. Find the right, home for me and my  family?
  6. Explain the best financing options?
  7. Educate me about the homebuying/selling process so I make good choices?
  8. Present ALL the choices, that meet my needs?
  9. Make me  the most money when selling?
  10. Save me time, money and aggravation when buying or selling?

Once you develop a USP, tell the world! Put it everywhere.  Email, website, social media channels, any consumer facing correspondence.  You will be surprised how developing a clear, concise and precise Unique Selling Proposition will differentiate you from other real estate agents in your market.

Caution: It’s actually counter-productive and self destructive to adopt and use a USP if you cannot fulfill the promise you make to the consumer.

Oh yea, I almost forgot, My USP? I Help Real Estate Professionals Get “Found” On The Internet.

I can help you too. Are you a real estate agent in the Phoenix Metro area? Please fill out the form below, we got work to do. . .

So, what do you bring to the table?  What will set you apart from the masses? Why should a consumer choose you?

Need Help With My Real Estate Marketing

Whether you are a REALTOR®, Real estate agent or loan officer looking to grow your business, I can help. Please fill out the information below and I'll get back to you asap.
  • Feel free to tell me ahead of time what you want help with. I look forward to speaking with you.

Stephen

Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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  • http://www.gailkeithmarketing.com Gail Keith

    Great Blog and as usual you nailed it! I read it from two points of view – one a marketing professional. Its challenging to get business owners to see past the obvious and really dig into what makes them special, different and unique. The real challenge is, most people don’t see themselves as special, different or unique. Whether they are humble, modest or just have plain old low self esteem, they fail to really “dig into who they are” and if they don’t know, how can I tell them? The second place I read from is a regular consumer. I know 10-12 Realtors, unless someone tells me what makes them unique, how can I refer then to others? And when all things are equal, who do I end up choosing? The one I like the best or who I had contact with most recently. Not the best qualified or the one with the best track record, just simply the one that stands out most from a personality point of view. So, as a consumer, if you want me to pick YOU – tell me why and make sure its something I can remember!