What is the one standout quality that identifies you as the best agent your clients can choose to work with? If you don’t have an answer you’re in trouble already. In my Coaching Tip today I’m talking about establishing your unique selling proposition to set you apart from other agents and demonstrate genuine value for consumers.
Your unique selling proposition (USP) is the quality that influences customers to want to work with you. It starts with demonstrating that you understand their needs and you have the solutions to fulfil them. First, demonstrate your viability by presenting lists of open for inspections and buyers you already have waiting to see the home.
Outlining ways your proven approach to maximizing sale price is more effective than other agents is especially impressive. Visuals are also powerful as clients really connect when they can see photos from successful campaigns, sales and auctions to help you get clients focused and engaged with what you’re telling them.
You have to identify which of the many things on a client’s mind is the most important outcome for them. I use the SPACER analogy, which identifies levels of need for Safety, Performance, Appearance, Convenience, Economy, or Reliability. Once you know which of these aspects is most compelling to your buyer you can zoom in on that, break it down and base your presentation around that need.
Lots of agents rely on preview and coming soon campaigns, but you can set yourself on a higher level using a list to launch plan, showing that you have a buyer hit list ready to go and can produce potential buyers right away. This progressive approach to marketing often eliminates the need to list at all by selling the property quickly to buyers you already know and are working with. It also allows you to command the best possible pricing for a property.
Differentiating yourself from the competition with your unique selling proposition is key because if you don’t offer clients a foundation of confidence, dynamic solutions and demonstrated value for your fees they will simply go with an agent that charges less for their services.
I hope you’ve enjoyed today’s Coaching Tip, and I look forward to seeing you here again next week.