What makes you different from others? No, this isn’t one of those dreaded icebreakers, but a question you need to consider when establishing yourself as a real estate professional in your market.
It’s not enough to be good at what you do; you must stand out from the crowd and differentiate yourself from other agents. If you’re just another agent doing the same thing everyone else is doing, why would anyone choose you over someone who does something unique or special?
You have to develop a unique selling proposition (USP) for your real estate business. A USP is a compelling reason people should hire you instead of your competition. It’s an idea, strategy, or benefit that allows you to stand out from the crowd. And once you’ve developed a strong USP, you can use it to build your reputation and attract new clients.
I’ll show you how to develop your own USP and give you some tips on making sure it works for you.
What Is a Unique Selling Proposition?
A USP is a powerful marketing tool that helps you stand out from the rest of the pack. Think about all the products and services you buy every day. How many of them are unique? Probably very few. Most companies offer similar products with minor variations. But there are always exceptions. For example, IKEA offers furniture that looks like it was made by a team of artisans, while Apple sells computers that look sleek and sexy. Both companies sell their products because they know that their customers want something unique. They understand that people will pay more money for something that stands out.
So, what does this mean for you? If you want to establish yourself as a top-notch real estate agent, you must create a USP. This doesn’t mean you need to develop a product or service that no one has ever done before.
Instead, think about what sets you apart from the competition. Maybe you specialize in helping first-time homebuyers find homes for sale in their price range. Or perhaps you focus exclusively on properties located near public transportation. Whatever it is, make sure it’s unique.
Why Do People Choose You Over Others?
When you ask potential clients why they chose you over your competitors, they will say things like “She’s friendly” or “He seems nice.” Those reasons aren’t going to help much. Instead, you need to figure out what makes you different from other agents.
Here are a few questions you might ask yourself:
1. Why am I better than my competition?
2. What makes me so successful?
3. What makes me different from other real estate professionals?
4. What sets me apart from other real estate professionals in my area?
5. What makes me stand out from other real estate professionals nationwide?
6. Who are my ideal clients?
7. What are my best strengths?
8. What are my weaknesses?
9. What do I love to do?
10. What do I hate to do?
How to Get Past Writer’s Block to Create Your USP
Now that you know what a USP is and why you need one let’s talk about getting past writer’s block when creating yours.
If you’re having trouble coming up with ideas, here are three ways to overcome writer’s block:
1. Start With a Blank Page
Start with a blank page if you don’t have any ideas yet. Write down everything you can think of that makes you unique. Don’t worry if you write down a lot of stuff; keep writing until you run out of ideas. Then go back through your list and pick out the interesting ones.
2. Brainstorm
Another way to generate ideas is to brainstorm. Ask yourself the questions above and write the answers down.
You may not be able to come up with anything right away, but once you’ve written down some thoughts, you’ll probably notice patterns and connections between your responses. That’s where your USP comes from.
3. Use an Idea Generator
You can also use an idea generator to help you develop ideas. There are many tools available online that allow you to type in a word or phrase and then spit out a bunch of related words and phrases. Try using one of these tools to see what kind of results you get.
Once you’ve got some ideas, choose the ones that feel strongest and then develop them into a full-fledged USP.
6 Ways to Market Your USP
The last step is to market your USP. Once you’ve created it, it needs to be promoted everywhere possible. Here are a couple of places to start:
1. On Your Website
Make sure that your website includes a prominent link to your USP. Also, have a short blurb describing your USP somewhere on your site. This should only take a minute or two.
2. In Your Business Cards
Include your USP on your business cards as well. If you have multiple offices, this could mean putting it on every card.
3. In Your Email Signature
Add your USP at the end of your email signature. You can customize the text depending on who you’re sending emails. For example, you could add something like “I’m excited to share all the great news about our new listing!” for your listings and “We’re looking forward to helping you buy your dream home” for your buyer leads.
Make sure to test each version before you send it out.
4. In Your Social Media Profiles
Your social media profiles should include a link to your USP so people can learn more about you. Include links to your website and blog as well.
5. In Your Blog Posts
Write a post about your USP. It doesn’t have to be long, but make sure it has enough information to stand alone.
6. In Your Emails
Send a personalized email to everyone on your mailing list. Tell them what they can expect from working with you, and tell them about your USP.
5 Example Real Estate USPs
Here are some real estate USPs that I’ve seen used successfully:
1. The Only First-Time Home Buyer Expert in
This is a pretty straightforward USP. It tells potential clients why they need to hire you over other agents.
2. We Are Experts At Selling Houses Fast!
This is another simple USP. It says that you specialize in selling houses fast, which means you know how to close deals quickly.
3. Personal Service to Relocating Military Families
This USP focuses on providing personal service to military families. It explains that you will do everything possible to ensure their move goes smoothly.
4. We Will Help You Find A House That Fits Your Lifestyle
This USP focuses specifically on finding homes that fit your lifestyle. It explains that you’ll find them a perfect house, whether big, small, rural, urban or anything else.
5. Our Team Has Been Featured On TV & Radio Shows
This USP focuses solely on television and radio shows. It explains that you’ve been featured on several shows, including HGTV’s Flip Or Flop, TLC’s Property Brothers, and ABC’s Extreme Makeover: Home Edition.
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