Your Unique Value Proposition

Until recently, few Realtors concerned themselves with their value proposition. They had houses to sell and people needed to buy them. If you're selling a commodity, they won't remember you one minute after they've left your site. Now the UVP is getting much more attention. It's one area where a realtor can gain an advantage and really improve their lead development and new client acquisition.

Now that we're coming out of the recession, everyone is in a different mood with a different outlook on what they need to do to succeed. The happy, playful mindset of 4 to 6 years ago has been replaced with an emphasis on clarity, seriousness, and effectiveness. Branding has changed because of it. It's a new era in real estate.

Your value proposition is the message you express about what your real estate services mean to prospects. You're in heavy competition for discerning buyers and sellers. Your message and image have to resonate with their needs and preferences. It may be difficult to think of anything that makes you or your services unique but don't shortchange yourself. The point of a UVP is the communication of uniqueness and value. Your competitors may be more unique and present greater value, however they may not be able to communicate it.

Poor marketing and sales translates to a UVP that destroys future business. Let's say you cut your sales commission to 1%, or you promise to buy the house if you don't sell it after 30 days. If the house isn't selling, it's not a great property so taking on a dud property and deleting your commission means your business is going downhill. Instead do things and say things the client wants to hear and see. It's not one thing, it's the collective value that impacts them.

Your Unique Value Proposition will center on key attributes:

Customer Service - demonstrate that you work hard and care about customers
Communication Skills - Expressiveness demonstrates you keep clients informed
Sales - demonstrate that you are focused on selling and have gotten great results
Market Reach - a top ranking website and proven exposure on top home selling sites
Experience - demonstrate that experience gives the seller or buyer an advantage
Innovative Selling - Videos, Blogs, Twitter, Google Adwords, Facebook, Door to Door Flyers
Extensive List of Buyers - demonstrate that you've been working hard and have a bevy of ready buyers
Brand Image - demonstrate your personal style and interpersonal skills
Generosity and Spirit - demonstrate support and community work
Free Home Evaluation, Open Houses, & MLS Listing - Cuts risk for the seller
Free Home Staging - demonstrates how badly you want to sell it
Free Closing Costs - a lot better than reduced commission.

Your web site should express and demonstrate these and many other important benefits that clients are consciously or unconsciously seeking. Home Sellers and Home Buyers call for a reason.

Top Things Home Sellers Look for in Real Estate Agent

Listening Skills
Personable - Likeable or Attractive
Knowledgeable about their home and the neighborhood
Proactive, Can Do Person
Experience and Sales Skill
Dedication and Reliability

Branding and the UVP

Your Brokerage's brand image may or may not be an asset. For FSBO sellers, your brokerage logo simply represents an inflated commission rate. Some sellers may prefer other brokerages brand image so displaying your Remax or Royal Lepage Logo and colors might actually turn them off.

Let's face it, this is an era when your brokerage may not do much for you so think about why it would mean anything more to buyers or sellers. As an agent you need to build your own brand, and that brand needs to be filled with images and expressions of value. Display your sold properties proudly on your website. They're proof of your success and work ethic.

Realty Sales Leader is a Real Estate SEO consultant. We work with real estate agents who want to be the best in their markets by delivering on complete online real estate marketing solutions. Since search engines examine your whole site as a macro entity, tweaking your content, layout, and conducting a menial SEO effort won't generate the results you're hoping for. Contact Gord to discuss your goals and about our complete SEO and real estate marketing solution. The end result should be an optimized Real Estate CMS powered site that generates plenty of traffic. We'll help differentiate and communicate your offer to prospective clients through the substance of your content and presentation. We don't just build traffic, we want to do all we can to help you to build and convert those real estate leads.