In the midst of over 2 million active real estate licensees in North America, your unique value proposition (UVP) is what makes you stand out as a real estate agent. It distinguishes you from the rest of the crowd, and showcases how you are different, better and most able to offer the best service in the sale or purchase of a home.
Your UVP is the cornerstone of your overall marketing strategy and the key to your success as a real estate agent. With a strong UVP you’ll be on the way to securing more and more business.
Many real estate professionals align themselves with a franchise and hope that the brand recognition will do the talking for them. The truth is, whether you’re with Re/Max, Coldwell Banker or your own firm, it’s important that you paint a clear picture of why you’re worth a client’s time and money.
A unique value proposition is the statement you use to position yourself and what benefits you provide to your clients. It takes time and careful consideration to craft a concise UVP, and then it takes effort to ensure that your prospects are aware of it.
How to create a strong value proposition
Your UVP is a brief mission statement that clearly outlines what sets you apart, your unique qualities, and how you can best meet their needs and solve their problems. Here are some tips on how to create a UVP that stands out:
1. Be inspired by happy clients.
After a closing, when your clients are happily settled into their dream home, you might receive an email from them thanking you for helping them sell their previous home in less than two weeks on the market. Bingo. There’s a benefit directly from your satisfied customers. Gather statements like these and use them to help you craft the ideal UVP.
2. Be as clear as possible.
Although some major corporations can be recognized by their vague slogans, like “Just Do It” or “I’m Lovin’ It,” it’s not likely that your real estate business has this level of recognition. Make sure your value proposition answers the question “What are they selling?” It’s more important for your UVP to be informative than cute.
3. Avoid confusing jargon.
Sure, you know the lingo, but do your prospects? Likely not. Use regular conversational words when you express what your business does. Instead of packing it full of impressive jargon, write your real estate value proposition in a way that flows in normal conversation. You’ll be stating it often, so clear language is best.
4. Emphasize the benefits.
It’s not all about you. Be clear about how choosing you as a real estate agent benefits your client. When someone asks you what you do, it can be tempting to list your awards and accomplishments. Try to be mindful about naming specific ways your services benefit homebuyers and sellers. Benefit-focused value statements resonate with prospects in a meaningful and memorable way.
Here are some examples of strong UVP statements from real estate agents:
- I specialize in helping empty nesters find the luxury downtown condo that’s just right for them.
- I am a ninja negotiator with a track record of selling homes at an average of 2 percent over list.
- Want to sell fast? Then I’m your real estate agent, as my listings sell in 26 days on average, 13 days faster than the norm.
You have value — now make it known
You’ve spent the time crafting a unique value proposition to set you apart from the other real estate professionals, now it’s time to share it. Here are four key ways to spread the word about what makes you the right agent for the job:
1. Add your UVP to your branding.
Incorporate a simplified version of your message along with your headshot and contact information as part of your personal brand. A UVP statement is a terrific fit for your website banner image. It’s a true hero statement to clearly reveal why prospects should choose you. Add it to your email header, signature, social media profiles and even your voice-mail message. Tying your UVP to your branding efforts is an important and logical way to ensure your message gets noticed and recognized.
2. Tell your sphere of influence.
As a real estate agent, you have a core sphere of influence (SOI) that is loyal to you; friends, family, past clients and business partners who refer you and support you. They should be well aware of what makes you different from the competition. Instead of telling a young professional friend, “You should contact my sister, she’s a real estate agent,” equip your SOI with value statements like “My sister is a real estate agent who helps families find their first home in the Moore Park area; I’ll put you in touch with her.” Because you already have relationships with your SOI, reach out to them by phone or email to explain what makes you different from other real estate professionals and encourage them to share that UVP with others.
3. Perfect your elevator pitch.
Once you’ve established what it is that sets you apart from other real estate professionals and crafted a clear UVP, practice using it naturally in sales conversations. When a prospect asks you why they should choose you to be their real estate agent, don’t just drop the name of the agency that employs you, but share your UVP in a brief and conversational way. Instead of describing what you do, emphasize how you help your clients. It’s true that many buyers and sellers neglect to interview potential real estate agents, but that doesn’t mean your UVP has to go unheard. Even after your new client has chosen you, take the time to explain your value statement to them. You never know who they will share it with.
4. Present your UVP.
Every time you’re presenting or meeting new prospects is a good time to share what sets you apart from the crowd. Listing presentations are a terrific opportunity to share your UVP as you have the full attention of your audience. Begin your presentation with a recap of who you are and the unique benefits you offer. Remember to emphasize these benefits rather than highlight your own accomplishments.
Make the time to actually draft what makes you different from the other real estate agents in your area. Remember to highlight how you can benefit your clients instead of simply listing your achievements.
When you’re happy with the UVP you’ve created, share it with the world. Incorporate it into your marketing materials, email header/signature, social media pages, direct-mail pieces and website. Don’t be shy about sharing your unique value statement with your SOI and prospects and encouraging them to tell others, too.
Candace Green is the marketing manager for IXACT Contact Solutions Inc., a leading real estate CRM. IXACT Contact is a Web-based real estate contact management and marketing system that helps Realtors better manage and grow their business.