Developing your unique service proposition
A unique service proposition (USP) is a simple, concise statement of how you differ from your peers in the industry and what this means to your clients. In the competitive world of real estate, it’s important that you have a USP that cuts through the clutter and positions you as the REALTOR® of choice in your market.
To identify and define your USP, look first at yourself. What do you do that distinguishes you from competitors? Do you have a special niche, a special ability, a special way of delivering service? Hone in on what is unusual or significant about you. Are people drawn to your personality, reputation, location or broker affiliation? What makes you more valuable and/or more visible in the market than other agents and what does this mean for clients?
Next, analyze your target audience. Consider their demographics, purchasing habits and what drives them to select a particular agent to deal with. What do they seek from you? What benefits do they gain from having you as their REALTOR®?
Your USP should address a genuine need so you should try to identify what needs are going unmet in your particular market. What are the most difficult or frustrating aspects of buying or selling a property and how do you address them? Your USP should speak to these pains directly.
Once defined, your USP becomes a key branding tool and serves as the basis for all of your marketing, advertising and PR activities. Everything you do should reinforce your USP, and every customer touch is an opportunity to reaffirm the uniqueness of your service proposition. The essence of your USP should come through in your business cards, brochures, real estate flyers and signs; your website and internet marketing initiatives; and even your elevator pitch.
Be bold and creative when developing your USP but be sure that you can deliver on the promise it embodies. If you don't deliver on that promise, you will fail both yourself and your clients.
Developing an effective USP takes time and effort, but it is worth it because of the leverage it provides. A powerful USP enables you to build a memorable and lasting reputation in the competitive real estate industry. The ultimate goal of your USP is to have people say, “I’ve heard of you. You’re the REALTOR® who ….”
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