05 May USP – Unique Selling Proposition: Why is it Important and How to Craft it for Your Real Estate Business
This is a short video from a marketing expert named Don Crowther which hits the sweet spot!
The service you offer is great, but today’s consumers want to know WHY they’d choose your greatness over the competition’s awesomeness.
SO TELL THEM!
The Unique Selling Proposition —- (a.k.a. unique selling point, or USP) was a concept in marketing proposed as a method to learn the pattern among advertising campaigns who made it to the top in the early 1940s. It states that such campaigns made unique propositions to the customer and that this made them switch brands.
A company’s key points of difference are the same with its unique selling proposition (USP) although not interchangeable, and plays an important role in defining its competitive advantage and branding strategy. They must be characteristics that consumers strongly, uniquely, and positively relate to with the company’s brand; and not with the competition. Once points of difference have been clearly dispersed to consumers, the consumers perceives the company and its brand as the one that stands out from the crowd.
What is your Unique Selling Proposition as a Realtor?
Why should I bring you my business? What do you have that others don’t? Most people are too polite to ask these questions out loud. And if you don’t tell them by way of your marketing, how will they know?
You know what you do and you know what your qualifications are but the consumer doesn’t. And more likely than not, those that TELL the consumers what their strategy is and shows proof of HOW they can do it, has a great advantage over those who don’t.
A very good example of an agent who does this is Angela May, the “Husker Home Finder.” Angela’s Omaha Homes for Sale website clearly spells out her “Selling Strategy” to get your home sold in no time. You can check this link [http://www.huskerhomefinder.com/sellers/] and see an example of a list of what she does and how she sells that to the customers.
Here is an example:
- I receive on-the-go messages on my mobile phone for web inquiries on your home, this means a quick response to all prospects!
- I hire an expert for all of my sellers giving them the tools to be sure they are way updated over our competition!
- I have a tailor fitted plan for each of my clients so we can achieve their goals in a timely manner.
How simple and EASY can this be?
It all revolves on one simple question. Why does it have to be YOU? Think of answers to this question and if you have them, then there’s no reason why the customer would choose to go with someone else. This is an obvious part of any listing presentation and should be on your website and in the materials you send out to your prospects.
One of the best ways to go is turning your Unique Selling Proposition into a video for your website. In addition to that, here is another recommendation that will be worth your time; you can also turn your USP into a PowerPoint presentation, and create a computer screen capture video. With a headset and a PowerPoint presentation, you don’t have to be in the video yourself, just your voice narrating your “marketing lines”! You can then upload it to your YouTube account. Be sure to copy and paste in your entire “Selling Strategy” article into the YouTube video “Description” field area which has your contact information at the bottom. After you’ve saved your completed YouTube video, grab the “Embed” code from YouTube and post it on your home page, webpage or blog post. Then you can share it on your Facebook, Twitter and Google+.
It is important to tell your prospect why they should choose you. Create your Unique Selling Proposition for your Real Estate Business Today!