“Why should I choose you?” It’s the question in the minds of each prospect that talks with you. How do you differ from other real estate agents and why will that difference help your prospect buy or sell a home? This is what marketers call a Unique Selling Proposition (USP).

Your USP should include:

• who your target audience is
• what you’ll do for them
• why that’s different from what others are offering
• why that solution matters to your target audience

Your USP should be based on your strengths, passions, talents and skills. How does what you bring to the interaction help your target audience? If you decide to target investors and you have a 10 year background in financial services, mention that. If you’re a single mom and have been help single moms buy homes, mention that. If you offer a solid guarantee – such as if the home doesn’t sell in 90 days, you’ll buy it – mention that.

For a USP to be successful, it must also address the key concerns of your target audience. You aren’t meaningfully differentiating yourself from other real estate agents because you wear a trendy new tie each day, love animals, or have 3 kids you showcase in all your advertisements. Rather, your USP should explain why you’re the best agent for the job based on your background, experience, passions, skills, and knowledge.

Your USP is dependent on your target audience. You’ll never be everything to everyone – but you can be the best agent for a niche group of people – and that’s what you should strive for.

Need more help differentiating your services from other real estate agents? Check out our Differentiate Your Services Workshop, where you will learn how to explain your services so prospects view you as the obvious choice to help them buy or sell their home.

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