Today, you join the ranks of thousands of Club Wealth Coaching and Consulting clients and agents worldwide who have learned the value of, and developed their Unique Selling Proposition!
Let’s begin by asking, “What makes you different from the rest?”, “What makes you stand out in a crowd?”. No, I’m not talking about your fancy new suit or the hair cut you got last week. I’m talking about being UNIQUE!
How do you show others what makes you special, you ask? UNIQUE SELLING PROPOSITIONS!!!
Unique selling proposition’s (U.S.P.’s) are like a real estate agents signature. Every agent can sign their name on the line, but no two should look the same. As coach Michael Hellickson always says, if it’s not unique, it’s not much of a selling proposition.
That’s the beauty of a U.S.P. Being able to offer the client a value statement that makes you shine brighter than the rest!
What is a U.S.P.
A U.S.P. is a value statement (or point of differentiation) used as a marketing concept for a successful advertising campaign geared towards a specific audience in effort to convince them to switch brands.
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A Real Life Example
To create a truly unique U.S.P., you must first become the best at something no one else is attempting. After reading this blog, and watching the video on this page, check out the FREE download on this page for an easy 5-step process on how to create your KILLER U.S.P. today!
Before you implement and start advertising your new unique selling proposition, you must FIRST check with your broker. As with any powerful strategy, there are many T’s to be crossed and I’s to be dotted. Failure to do so could create major legal challenges for you and/or your broker.
Make sure you get the FREE download on this page for the guaranteed sale addendums and Club Wealth’s Guaranteed Sale Checklist.
What is a BAD U.S.P.
Since U.S.P.s are best used as a powerful, long term differentiator, you want to make sure you get it right the first time.
A U.S.P. is NOT about customer’s needs (although it should solve at least one of their problems), NOT a mission statement, NOT a meaningless slogan and it is NOT about bragging.
Touting that you are a million-dollar producer, a top-lister, or even offering a free market analysis are also examples of bad U.S.P.’s. These ideas are not original, nor do they provide the client with any real benefits.
The best thing you can do with a U.S.P., is to REVERSE THE RISK!
The catchy phrase you’re always hearing, ‘Guaranteed Sold or I’ll Sell It for Free’ is probably one of the best TYPE of U.S.P.’s an agent can offer because it provides the client with piece of mind and with no risk.
This is called risk reversal.
Essentially, no client or customer should ever be risking anything in doing business with you. ALL smart marketers (AKA World Class agents) know that they should ALWAYS bear the risk. This type of marketing is best accomplished with one or more of the Guaranteed Sales U.S.P.s listed in the FREE download below!
Nearly every agent/team selling over 400 homes per year uses some variation on the “Guaranteed Sale” theme.
One thing we have found is ‘Guaranteed Sold or I’ll Sell It for Free’ is actually more powerful than ‘Guaranteed Sold or I’ll Buy It’. Why? Because it more believable.
Real estate clients want to be confident in your ability. The best way to install that confidence in them, is to show them how confident you are in your own ability. What better way to demonstrate that confidence than to put YOUR money where your mouth is with a solid risk reversal strategy like guaranteed sale?
The Love It or Leave It guarantee; “Love Your New Home or I’ll Sell it for Free!”
For buyers, the “Love It or Leave It” guarantee works great. It provides clients with security when entering the unknown of a new home.
Check out the FREE download on this page for Guaranteed Sale Guidelines, checklists and addendums, “Love It or Leave It” and other great U.S.P.’s not mentioned here!
Stacking contingencies is another fairly common marketing strategy used by many real estate agents. Contingencies are specific terms that must be met in order for a sale to proceed.
A few examples of stacking contingencies are, “we help you sell your home contingent upon finding a suitable replacement property”, or “specialize in selling the homes you’re in and getting you into your new home without any time being ‘homeless’.”
A few other contingencies you may want to consider are: financial/loan, insurance, home inspection, appraisal, and title.
Financial/loan contingencies are typically in place from the time a client signs a contract until closing. This type of contingency reassures the seller that the client is able to obtain a loan for the house.
Home inspection contingencies are one of the most common in real estate. This type of contingency mean that if there is something wrong with the house, the contract can be broken and the buyer can either receive their earnest money deposit back, lower the purchase price, or have the seller fix the issues.
Title contingencies are important for home buyers to consider when having an offer written up by a real estate agent.
This type of contingency actually protects and provides an escape clause for the home buyer if for any reason the seller cannot produce a valid title for the property in question.
Although stacking contingencies may seem like a great idea, there are a few things you should be aware of:
It is often believed that the fewer the contingencies in an offer, the more appealing your offer may be to a seller.
You should only execute a contingency if there is no other option.
This is a great U.S.P. to use when the seller is struggling to list their home before finding a suitable replacement property.
As a primary U.S.P., “Your Home Sold in _____ Days or I’ll Sell It for FREE. Guaranteed!” is currently the one that draws the highest response rate!