to be compelling... • Quality • Service • Price
• Dependability These same vague, broad promises are empty, meaningless, unsubstantiated, unbelievable and completely lacking in credibility. Yet still, everyone says them. Would you really expect anyone to claim that they give the worst service or offer the worst value? In direct contrast to this, your USP must be benefit-driven. It must be meaningful, relevant and valuable to your prospects. Without these ingredients, your message will most likely fall on deaf ears. It won't be seen or heard. It will wind up getting "zapped" just like the thousands of other messages the average person is exposed to every single week.
Think About it From Your Customer's Perspective
An effective ad must be written from the prospect's standpoint, NOT the agent’s standpoint. When you write an ad, INSTEAD of asking yourself: "What can I tell them about ME?" . . . you SHOULD be asking:
"What can I offer prospects that THEY want or need?"
All you have to do is scan your local real estate agent Facebook pages to see that THE AVERAGEAGENT DOESN'T HAVE A CLUE about differentiating themselves. Everyone's saying the same bland old things, or nothing at all. Most Real Estate agents waste their money on ineffective ads that produce little or no results other than possibly pacifying their sellers' demands by advertising their property.
vii
Powered by FlippingBook