clearly explain their USP at all, and if you can't articulate it, it's highly unlikely that your customers and prospects will be able to understand it. The problem is that most real estate agents have never sat down and asked themselves these important questions: • What distinguishes my company or business from my competitors? • Do my homes sell faster? For more money? • Do my buyers save money or time? • Am I more expensive, less expensive? • Do I have a better system to attract customers? • Am I more aggressive in my marketing programs and strategies? • Do I render more service? Give better value? Give a better guarantee? Make it easier to do business with me? • What makes me different? When it comes right down to it, most real estate agents don't have a USP at all. When I review the ads of most realtors, I invariably come across the same problems: 1. There is no unique selling proposition, or 2. There is a wandering statement that most frequently focuses on vague self-promoting generalities such as:
• we're #1 • we give the best service • we have the lowest prices • we're the biggest -- the best • and so on
This is what I call 'Self Image Advertising'. The fact is, every company says the same old things and somehow expects them vi
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