Are You ready to Learn The USP Hack Most Estate agents Are Missing ?
In an industry, which appears like the sea of sameness to vendors and Landlords, the agent that demonstrates clearly how they can help them, will have an office white board full of leads.
So how can your agency stand out? By incorporating the most underused component of marketing into your sales cycle.
Imagine This Scenario
I call your office to say I’m thinking of putting my house up for sale, at the end of the call.
I ask this question what’s makes your agency different from the agency down the road?
You probably don’t hear that very often? You’re more likely to hear what fee do you charge or something along those lines.
How would you or members of your team handle that question, what makes you different?
Do you think someone is asking that question because they’re looking to reduce the fee?
Nope, that person is looking for reassurance, they want to feel confident In the knowledge they’re making the right decision if they use you…
The unspoken ????
In 99% of the cases is the thought process going on in the seller’s mind but often it isn’t verbalised.
As I’ve just pointed out vendors are very rarely going to be as blunt as me So they won’t say what they’re thinking.
But the answer they want, and what you need to give should be found in The agency USP unique selling Proposition
Oops you don’t have one that’s why you’re making it hard for vendors to make up their mind.
Most agencies will blurt out something like we’ve been selling homes in your area for 50 years and nobody does it better than us, which is not a USP (that’s a statement).
(The Big hack for valuers)
I can’t recall where I learnt this but when you’re communicating, selling or influencing, the brain recalls the first and last things discussed that’s why I recommend beginning and ending your presentation by embedding your USP.
Pay close attention valuers, if you have a unique selling proposition and not just the usual comparable sheet this is the perfect time to answer the unspoken question most vendors don’t verbalize (why should I use you?).
Then you demonstrate (show) at the beginning and the end by summarising your agency expertise.
Remember to say something simple but memorable, so simple that if you were playing a game of Chinese whispers even a half inebriated person could still relay that message.
Here’s“My USP”
I Help Estate Agents Gain Market share by Attracting Vendor’s and Landlords with Smarter Marketing systems.
Then I can expand it with. I help you dominate your chosen postcodes by working alongside you to implement the right strategies that Get Results…
Hence the reason I’m called “The Postcode Manifesto Guy”.
I’m sure you’re familiar with Sam Ashdown my friend and industry colleague.
Well I recently had the opportunity to spend time with her, albeit virtually where I interviewed Sam on my award winning podcast – we had a blast.
Listen To Sam Ashdown Killer USP Hook
Sam shared her journey of her “Home Truths” brand, which helped home owners who were struggling to sell their home, this was the perfect launch pad for stating her then new consultancy business a few years back, transitioning into a full time lead generation expert for Estate agents.
Sam also spells out how she gained huge market share rapidly by pre framing her USP
press play
She dispenses some great advice nearly as good as mine (joking Sam).
You Know I love Sales and Marketing and there’s nothing more exciting, than seeing the light bulb switch on in clients minds,when they realise what results that can be achieved.
If you would like help crafting a USP I have a free Video I will be sharing to members of the postcode manifesto community very soon.
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