Prospects Need a Compelling Reason to Do Business With You
Prospects won’t call you just because they know who you are.
If you want them to favor you with their business, you must answer the question “What’s in it for me?”.
We’ve learned that all our prospects are evaluating our business from the same standpoint:
- WIFM (What’s in it for me?).
If we want prospects to do business with us, we must answer this question:
- NOT with an empty, meaningless boast that is typical of most image advertising.
- BUT rather with a highly specific, relevant and meaningful consumer benefit so that out prospects can make a direct translation: “If I use this agent’s services, I will get ‘X’”
The statement that will effectively communicate this consumer benefit is called a USP (Unique Selling Proposition).
What is a Unique Selling Proposition (USP)?
A USP tells the world who we are and specifically what we do.
It articulates clearly and concisely what benefit (or benefits) a prospect will derive from doing business with us.
It answers the question: “Why should I do business with you above all other options, including doing nothing or whatever I’m doing now.” Dan Kennedy
Our USP is quite basically the essence of our entire business concept – that unique advantage that distinguishes our business from all our competitors.
If we can’t articulate it, it’s highly unlikely that our customers and prospects will be able to understand it.
What Makes You or Your Team Different?
What makes you different from all the other real estate agents in your marketplace?
Most real estate agents don’t know what a USP (Unique Selling Proposition) is, let alone have one.
If you don’t have a Compelling USP, you’re not setting yourself apart from all of the other realtors in our marketplace.
Examples of Unique Selling Propositions
- Your Home Sold at a Price Acceptable to You, Guaranteed or I’ll Buy It for Cash. (This is the USP we are most known for)
- Move Up to Any One of My Listings and I’ll Buy Your Home For Cash.
- If You Are Not Satisfied with Your Home Purchase, We’ll Buy It Back!
- Don’t Get Stuck Owning Two Homes – Guaranteed Acceptable Offer On Your Home Within 24 Hours
- Your Home Sold For Market Value or I’ll Pay You the Difference.
- You Can Cancel Your Listing With Me at Any Time If You’re Not Satisfied With the Service I Provide and Pay Nothing!
- Buy Your Next Home For Zero Down and No Money Needed!
- Save at Least $10,000 on Your Next Home Purchase – Guaranteed – or I’ll Pay You $1,000 Cash!
What USP can you offer that will differentiate yourself in your marketplace? Comment Below!
