Developing a Unique Value Proposition
Unique value propositions (UVPs) give real estate agents an opportunity to set themselves apart from the crowd. Not only do they help you get your foot in the door and beat out your local competition, but UVPs can also help boost your referral rate; if you have something that no one else in your market has, you’re sure to gain traction in your local community.
At REN, we recommend developing one powerful unique value proposition that you become known for in the marketplace, and then using other UVPs situationally. This will allow you to corner several different niches and handle multiple different buyers and sellers. Let’s take a look at a few things you should consider when developing your UVP.
- What sets me apart from my competitors?
- Do my homes sell faster or for more money?
- Do my buyers save money or time? Am I more expensive or less expensive?
- Do I have a better system to attract buyers or sellers?
- Am I more aggressive in my marketing programs and strategies?
- Do I provide more service? Give a better value? Give a better guarantee? Make it easier to do real estate business with me?
- What makes me different?
The best thing about UVPs is you can (and should) have more than one! Your UVP can be anything from your extensive experience, comforting/charming personality, or personal story to a high-quality program (Smart Seller, One Day Listing Contract, VIP Seller, etc.). Remember, your job is to help the buyer or seller in the way they need to be helped; if you’re able to master several of these niches, you’ll have an answer or solution for every concern or problem that arises!
That being said, it’s essential that you’re clear about what makes you stand out. Each UVP should have its own marketing campaign and strategy, and should be focused toward a specific lead type. Once you’ve honed in on a few, put them everywhere: business cards, letterheads and stationary, on your listings, social media pages, and anywhere else you can think of! If no one knows why you’re special and better than your competition, your UVP won’t be able to do its job and secure more business.
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