Here are a couple of mistakes to avoid when you’re communicating with a prospect. Be careful that what you say doesn’t make you sound the same as every other agent. Remember, you want to establish your USP. So, don’t rely on the same claims and the same promises. In a sea of agents who all say the same thing, that’s not the way to stand out from your competition. Keep your market positioning in mind. Here’s a real-life example of why this matters. Have you ever heard a car dealer radio spot or TV commercial? Every single car dealer ad says the same thing: “We have the lowest prices. We will not be beat. Our prices are so low.” Let’s imagine we actually have a car dealership that has the lowest prices. Who cares? The problem is, everybody claims to have the lowest prices, but the consumer can’t sort out whose prices are lowest. With every single car dealer claiming to have the lowest prices, it doesn’t matter if you genuinely do have the lowest prices, because you appear no different from everyone else.
TIRED CLICHES
Here are some of the claims I’ve noticed real estate agents make. If you claim to have these same things, it may be hard to stand out from your competition. “I’m available 24/7, 365 d e 24/7, 365 days a year!” A lot of agents say things such as this. I’m available anytime. Call me at 2 in the morning, and I will answer the phone.” “I have the best service!” In fact, this claim is kind of sad. I honestly feel bad, but I know of a real estate company that started up — it was actually a real estate team — and they talked about how they had the best service. That was everything they talked about.
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