February 7, 2023

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!

About the author 

Rick Kendrick

Rick Kendrick, a Palm Beach Realtor, is the proud owner of Your Home Sold Guaranteed Realty of Florida. With an exceptional track record, Rick has earned the distinction of being an award-winning real estate agent, placing him among the top one percent of agents in the industry. Headquartered in North Palm Beach, Florida, Rick leads his own Real Estate Team, covering the Southeastern region of Florida, while also maintaining a vast network of agents throughout North America.

Rick's outstanding achievements have not only impressed his clients but have also captured the attention and admiration of prominent media outlets and celebrities alike. Renowned platforms such as Fox, CBS, NBC, and ABC have featured Rick, showcasing his expertise to audiences far and wide. His real estate acumen and remarkable success stories have also been shared on popular radio stations, including 850 WFTL News Talk and Sunny 107.9 FM. Listeners are captivated by Rick's wealth of knowledge and his unwavering passion for the industry.

In addition to his accomplishments as a real estate agent, Rick Kendrick is also the charismatic host of a captivating Real Estate Talk Show. Every week, Rick invites esteemed guest co-hosts to join him, creating a dynamic and insightful experience for his audience. With his extensive knowledge and expertise, Rick engages in thought-provoking discussions with his guests, sharing valuable insights, trends, and tips related to the real estate market. The talk show serves as an educational platform, not only for viewers seeking knowledge but also as a stage for industry professionals to share their experiences and expertise. Anyone interested in the world of real estate would find Rick's talk show to be a must-watch, as it offers a unique opportunity to learn and stay informed.

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