Have you ever puzzled over what value you offer potential and existing clients that no other agent (or few others) offer?
Or, do you bundle up the same service as every other agent in town in the hope that it will be enough to prove to consumers why you deserve their business?
Determining your “unique value proposition,” or UVP for short, is critical, especially if you work in a market saturated with other real estate agents.
Quick explainer for newbies
A UVP “… is a concise, straight-to-the-point statement about the benefits you offer customers,” according to Solomon Thimothy at inc.com. “In other words, it’s an explanation of what makes you different,” he concludes.
It sets you apart from other agents. “It’s the promise you make to your customers and clients to deliver a unique experience, claims Tony Khuon at agilelifestyle.com.
So how do I come up with this UVP?
Think about what you can offer that few other agents do. If you’re a veteran, brush up on the VA home loan. Your UVP is that you are uniquely qualified to work with veterans.
If you’re an ace marketer or come from a marketing background you no doubt offer creative marketing solutions to home sellers. Solutions other agents can’t match. That’s an amazing UVP.
While many agents have started offering free services to their listing clients, the number still remains small. Stand out from the crowd by offering one or more of the following:
- Free staging
- Free housecleaning
- Free curb appeal consultation
- Free handyperson services (such as two hours of services, or something similar)
Yes, the thought of paying for these services is uncomfortable, but homeowners value these and, therefore, they make a dandy UVP.
Two more “services” that consumers find attractive are discounting your commission or giving a portion of your commission back to the community.
You don’t need to spend money, however, for what you offer to be considered valuable. “Homes I list sell for an average of 3% or more above list price.”
If true, that’s a pretty compelling UVP.
Remember to add your unique service to all of your marketing as a powerful call to action.
Keep it simple and human
Your UVP needs to be simple, both in length and in word choice. Here’s an example of what not to do:
We are “… a dominant online presence with a combination of innovative marketing and strategic outreach. Cutting-edge lead capture and unique tracking URL’s ensure exposure and buyer retention.”
Put yourself in the shoes of a consumer reading this UVP on the group’s website.
What is “lead capture?” And “cutting edge” these terms have become absolute turn-offs. Tracking URL’s? Buyer retention? Where is the part of the UVP that allows the reader to clearly understand the value this team offers?
Then, ironically, this same UVP shows up on seven other real estate websites. Seven agents trying to prove what makes them different share a UVP with seven other brokerages.
Here’s another that we found. “Our astute team creates a plethora of assets unique to your home.”
Aside from dumping the words “astute” and “plethora,” this real estate team needs to describe exactly what “assets” they will “create.”
If you can save consumers money on their real estate deal, make the process easier or make it quicker, you’ve got yourself the makings of a UVP that will attract real estate clients.
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Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.
PLUS: When you have time…below are some helpful tools to support your success.
1. The Free 12 Month Done-For-You Strategic Marketing Plan
The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here
2. The Free Interactive Real Estate Business Plan
The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals. – Click Here
3. The Automated Way to Become a Neighborhood Brand
Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.
4. The Free Real Estate Mailing List Guide
The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here
5. The Become a Listing Legend Free eBook
Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here
6. The Free Online ROI Calculator
Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here
7. The Free Real Estate Marketing Guide “CRUSH IT”
The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here