How Not To Differentiate Yourself

Here’s a case of real estate agents not taking the time to customize their template website. I recently stumbled on a website that said the following

My Pledge: “You have my firm commitment that I will work hard with you to fulfill all of your real estate needs now, and in the future! I have years of real estate experience in the area. My goal is to offer you the best service possible to help make your dreams come true. Since most of my business is from repeat Clients and referrals, your needs are extremely important to me! Let my knowledge and know how work for you!”

There’s a lot wrong with that quote, but one of the biggest problem with it is that if you do a search on Google for the first line of that quote, you end up with a whopping 9590 results - most of which are that paragraph in its entirety or slightly modified.

9590 real estate agents have not taken the time to customize their website. 9590 real estate agents say the exact same thing to differentiate themselves. And agents wonder why their marketing materials aren’t effective…

What’s wrong with this “pledge”?
I’ve discussed in a previous article what it takes to meaningfully differentiate yourself. So, aside from the fact that 9590 real estate agents are using this slogan, what’s wrong with it?

1. It is agent focused, not customer focused. In other words, it’s all about “me” and “my business” rather than “you” and “your problems.”
2. It’s too generic. It casts the widest possible net - everyone, and therefore speaks to no one. It’s full of marketing puffery like “My goal is to offer you the best service possible” and “your needs are extremely important to me.” Maybe, but how are you going to prove that to me? I don’t want you to tell me. I want you to demonstrate it.
3. It’s not focused on a target audience. The only way you can prove something to someone is to be relevant to their concerns. And that means choosing a niche, finding out what their biggest concerns are, and tailoring you marketing message to them.
4. It doesn’t list a compelling benefit. Why should I choose you? There’s no offer here. You simply tell me that you have “years of real estate experience” - how many? are you part time or full time? have you ever worked in a slowing market? what do you know that is relevant to me and can help me sell my home - the most valuable asset I own? If you want your offer to be compelling, you must give a meaningful reason to choose you - “because” is a very powerful word.