If you’re a realtor, you likely don’t need to be told that the real estate industry can be very competitive. To maximize your odds of success, you need to take all necessary steps to stand out to potential customers.
One essential step involves defining your unique value proposition, or UVP. Your UVP is essentially a concise statement that explains why leads should consider working with you. As the name implies, your UVP should touch on the unique benefits you can offer that your competitors can’t offer.
The specific manner in which you develop your UVP will depend on your genuine strengths and experience. In general, though, the following tips can help you define a UVP that attracts customer attention:
Ask Happy Customers Why They’re Happy
This is a tip that will be somewhat difficult to apply if you are a new real estate agent without many past customers. However, if you already have worked with several happy customers in the past, you can simply ask them for a specific explanation of why they were satisfied with your services.
Sometimes, a professional who knows they serve their customers or clients well is nevertheless the worst judge of their own strengths. You might know you have the ability to please customers based on past experience, but you also might not know precisely what it is you do that makes your customers happy with your approach. Ask them to explain what you do differently that sets you apart from your competitors.
Don’t Include Jargon
When developing a UVP, it can be tempting to include jargon or industry lingo. Don’t make this mistake. A UVP that features industry-specific jargon may be understandable to you, but it could be confusing to a lead.
Put yourself in your ideal customer’s frame of mind. Consider the degree to which they are or are not familiar with your industry. Taking this simple step can help you develop a UVP that will resonate with virtually anyone.
Know Your Weaknesses
No real estate agent is perfect. You might not always like to admit it, but you certainly have weaknesses that you must be aware of when developing your UVP.
That’s not to suggest your UVP should directly address your weaknesses. You don’t necessarily want to remind leads about your less impressive qualities.
That said, you do want to develop and define a UVP that compensates for your weaknesses. For example, perhaps because you deliver a premium service, your fees and rates are slightly higher than average. This is an example of a “weakness” that’s tied to a strength: your ability to deliver service that warrants charging more than some of your competitors might charge. By personally acknowledging why a customer might have second thoughts about working with you, you can better determine which strengths your UVP should highlight.
Just keep in mind that you don’t need to commit to the first UVP you develop if it doesn’t yield ideal results. It’s best to experiment with different UVPs if your first one isn’t as effective as you wish. Eventually, you’ll develop a UVP that clearly and strongly explains why you’re uniquely qualified to serve your customers’ needs.