Develop reasons for people to use you.
Every brand has them; it's just the powerful brands know how to articulate them. They're called Unique Selling Propositions. They are specific items that consumers value, allowing them to justify paying more for you to be their agent. The goal of any pitch is to win. Coming second doesn't pay in real estate.
USP's usually relate specifically to things like:
Cross-selling - referring buyers from other campaigns.
Bring buyer with bigger budgets - referring buyers from more expensive markets to a new market where price and value meet.
Faster, easier, more convenient - the speed of the transaction is enhanced as you have an underbidder from another campaign.
Cost-saving - through the use of your off-market platform.
Digital approach - using hyper-modern marketing to present property, outweighing an outdated competition set.
How you reduce risk - during the campaign.
The secret is to link the specific feature with the perceived benefit. Consumers buy benefits, not features. 'Which means' lets you link the feature to the benefit.
USP's usually operate at three specific levels:
Brand - The entire brand-wide offering.
Office - Specific advantages of one location.
Individuals - An individual's specific advantage.
Below are some worked examples of USP's. We use the which means dialogue extensively to showcase how deep you can go in linking the features and benefits to ultimate outcomes for consumers.
Number of people
We have six agents in our office; on this campaign, four underbidders were introduced by those agents, which means we got access to buyers from different price levels, which means they found a new location where price and value met, which means you sold your home for more than a local buyer would have paid.
Number of customers served
We sold 500 homes last year, which means 500 buyers and 500 sellers completed a real estate transaction with us, which means 1000 consumers saw value in what we do, which means we're a safe option.
Number of properties under management
We have over 1000 properties under management, which means we have access to over 1000 high net wealth individuals who own more than one property, which means they may wish to downsize into a home like yours or grow their portfolio which means we get you access to people who've got more cash which means a faster sale and a higher sale price.
We represent 20% of all sellers above $1m in our chosen markets, which means we meet more buyers more often, which means we don't have to rely on the marketing working, which means you get more exposure with us for less, which means you save money and maximise your buying audience.
Markets served, high to low
We work in lots of different markets, including markets that are more expensive than yours, which means we meet buyers who start in the better-known suburbs then fall back to locations where price meets values which means we bring buyers with bigger budgets to come and purchase your home which means you get an out of area buyer who pays more than a local buyer.
Demographic shifts and market share in those areas
We know consumers start our in location a, move to location b, then to location c. We are working with buyers and sellers in each location, so chances are we already know the buyer who will buy yours as they are a seller in another location, which means we know exactly how much they can spend.
Ratings and reviews
More consumers rate and review our services, which means we're a safe option used by people just like you.
We have an incredible off-market platform which means we can introduce a buyer to buy your home before it goes to market, which means we get access to more urgent buyers from previous campaigns, which means we can reduce your costs and maximise your sale price.
We get digital
Most agencies are stuck in the past; they think social, we think digital. Consumers spend 8 hours a day on a digital device; we know the importance of email, of tracing consumers digital intent, so we know who's next, which means we won't sell too early when we know there are other interested parties in the digital world that haven't yet shown their intent in the real world.
Whatever you do, don't expect the customer to work it out; show them. Create a powerful brand story that connects to your customers' hopes, dreams, and aspirations. This is not about being number one; this about selling the reasons why you, backed up by consumer research, so consumers will pay more to use you with pleasure.