Figuring out why you're better can be simple. Before you get into fancy graphs and crazy stuff, look at the basics. Marketing is about developing your Unique Selling Proposition (USP). Remember when we talked about using testimonials? If you have testimonials and case studies, you already have proof that you are better. Here's what you can do: find something that separates you from other agents. It has to be believable. Here are a few differentiators you can look for in your expertise. Negotiating: Your business experience makes you an excellent negotiator. You used to work at a Fortune 500 company. Be aware that many agents claim to be good negotiators, so be prepared to explain your expertise to your prospects and customers in ways that are convincing and easy to understand. Offer them proof. Tell your customers stories about the multi-million-dollar deals you negotiated. Give them examples of values you initiated because you dug into research your competitors overlooked. Tell them how you lightened a tense negotiation by telling a well- timed joke. Give people inside information about the negotiation process — knowing when to be flexible or firm on pricing. Explain how to figure out when a buyer or seller is bluffing. Connect your skills to results that are meaningful to the customer — usually making or saving them money. Tell them you're an excellent negotiator who will negotiate a better deal for them, whether they're buying a house or selling a home. Customer Service: If you've worked in customer service, tell people about that. "Hey, I know how to care for customers and keep them happy. Come to me for a world-class customer
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