Here’s an exercise to help you develop your unique value proposition.
Your value proposition is what makes you a unique asset to your clients. Today we’re going to help you convey your value proposition as authentic and true so you can attract your ideal client.
A great value proposition is simple and contains three things:
1. Relevancy. Explain how your skillset and services solve your clients’ problems or improves their situations.
2. Quantified value. Deliver specific benefits to your clients.
3. Differentiation. Tell your ideal client why they should work with you and not the competition.
It’s important to know these three things, but you need more to craft the ideal statement. The first thing you should focus on is what sets you apart and what makes you relevant. I’d like you to take a page in your notebook and divide it into thirds. At the top of each section, write key strengths, skills, and experiences that make you a valuable and exceptional agent.
You may also have other experiences from different career paths, so pull from the skills and strengths you have in those fields and highlight how they are beneficial to your clients. Constructing a robust list in this brainstorming session will give you the foundation of your value proposition.
“What sets you apart and makes you relevant?”
Next, brainstorm a list of the values you’ll provide to your clients. Your value proposition shouldn’t focus on the past; it should focus on what you will do for your clients in the future.
Qualities that many people value in their agents are honesty, integrity, knowledge, responsiveness, market experience, communication skills, and negotiation skills. Do you value community service or cutting-edge technology? If so, add that to your list now.
Finally, make a bulleted list of what you’ll be sure to do for every client in every transaction. After they close on their home, will you make sure they know what’s going on with interest rates, the quarterly value of their home, or how much equity they’ve gained over time? Brainstorm all the things you aim to do with every client.
After you’ve done this, you now have a wealth of material to draft a 150- to 200-word statement that sets you apart. It will take you some time, but you have the recipe to write a unique and authentic value proposition that sets you apart from your competitors.
If you’d like the worksheet that goes along with this exercise, send us an email, and we’ll get it right to you. If you have any other questions about the real estate business, don’t hesitate to reach out via phone or email. We look forward to hearing from you soon.
