The Hello Bar is a simple notification bar that engages users and communicates a call to action.

What’s A USP and Do I Really Need One?

Real Estate USPWhat In The World Is A USP? Mix the letters around and we are talking about a shipping and receiving company! Hello, I’m Stephen Garner, Director of Sales Technology for Grand Canyon Title in Phoenix Arizona, “I help real estate agents get found on the Internet”. No I’m not bragging, that is my USP.

So, what is a USP or Unique Selling Proposition and Do YOU really need one? Uh, YEA! At least you do if you want to [to use a national real estate companies tagline] “stand above the crowd”. Coined by Rosser Reaves in regards to advertising, and introduced in his book, “Reality in Advertising” in 1961, Reeves plan for the USP said:

 

An ad must be a proposition – “Get these benefits when you buy this product”
The proposition must be unique – something your competitors don’t, can’t or refuse to offer
The proposition must be what your prospects want – really, really want

A USP, in plain and simple English is What Makes YOU different from your competition. “I Help Real Estate Professionals Get “Found Online” is the USP for my BRAND, MyTitleGuy [don’t steal it, I will hunt you down and kill you – it’s what makes ME Unique], what makes YOU unique?

A USP or Unique Selling Proposition is similar to a brand.  Some real estate agents think they can come up with a brand or USP and just go with it. Nope. A BRAND is in the eyes of the consumer, rather YOUR Consumer, to take it one step further – Your Ideal Client. It doesn’t matter if you think your brand or USP is “the best Real Estate Agent in Phoenix” if your ideal client thinks you simply – ain’t. Look at BP. What do you think of when you see the logo or hear the words BP? BP’s website say’s

“BP is one of the world’s leading international oil and gas companies, providing its customers with fuel for transportation, energy for heat and light, retail services and petrochemicals products for everyday items”

But more likely than not, when you saw the letters BP you immediately thought of the oil spill in Louisiana, the fisherman out of work, the former CEO complaining about “wanting HIS life back”. Do you see how what you think a BRAND is and what the consumer thinks it is – is different? Guess which one really matters.

Back to YOUR USP. You are a real estate agent, BUT that is not all you are. What is it about real estate – about your PROCESS, about your TECHNOLOGY, about your SERVICE, your EXPERIENCE that you do that makes working with you advantageous and how do you do it that set’s YOU apart from YOUR competition?

Remember my USP – I help real estate professionals get “found” online? Ya know how I came up with that? Come closer. [whispering voice] I reached out to some of my past and present clients and asked them what they thought about me. How was I different than my competitors, how do I help them, how do I make their lives easier (if I do), what sets me apart? [end whispering voice]. They told me that, between WordPress, Video and the GetFoundIDX I knew more than my competitors about getting found online. Why did I ask them? Because remember – My USP, much like a BRAND is in the eyes of MY Ideal Client – Real Estate Agents. It doesn’t matter what I think. 

So, how can you discover your USP? What should you do? Easy. Pick up the phone. Go golfing, go to lunch with a past client. Ask them:

  • “Why did you choose to work with me over my competitors?”
  • If you had to sum me up in 3 words, what would they be?”

Don’t just ask your past and present clients, ask your employees {if you have any}, your vendors {loan officer, title company, handy man, appraiser, etc. Then –  do it over and over and over again until you get a bunch of words, sentences, raw data on a piece of paper. Then go to the fridge and get a frosty beverage, crack that bad boy open – and focus. Take all that raw data and compile it into a short sentence – about you. This will be the beginning of your USP.

For all this hard work you may be surprised to learn that as time evolves, so will your USP. This is not a set it and forget it kind of thing. An idea would be to focus on your core competency. Commercial real estate, HUD homes, Short Sale, REO, Rentals, Relocation, Investors, 1st time home buyers etc, throw in a geographic area – PHOENIX, ATLANTA, wherever – and see what you come up with.

You should define your USP to show how YOU are different in YOUR marketplace, done correctly, your customers will see the benefit you offer for them – before they even meet with you. A strong USP will also increase your customer loyalty. Once you have a good, strong USP – use it EVERYWHERE. Your website, business cards, postcards, flyers, coffee mugs, fly swatters, car magnets, EVERYWHERE.

Your USP will help your ideal client find you. It should tell them about you – how you can help them, what problem you solve, why they should choose YOU.

Want help with your real estate marketing, fill out the form below.

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!

More Posts

Related Posts:

Real Estate Marketing