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Sign into your accountYour USP… It Can Be the Difference Between Success and Failure
May 24 2010
Today’s prospects are more discerning than ever. Gone are the easy days in which a prospect would list their home with just about any agent. Now, you actually have to work for a listing. In this market, consumers are not just looking for real estate agents, they’re seeking out real estate experts.
Let’s say that you are an expert, or at least an expert relative to your local competitors. So, how then do consumers KNOW that you’re their best choice? The better question is how do you get their attention long enough to even have a chance to educate them about what you can do for them?
According to most studies, you have only 3-7 seconds to hook your prospect’s attention. And one of the best ways to do that is to have a compelling Unique Selling Proposition, “USP” for short.
A USP is a way of explaining your position against your competition to your potential
clients. In the 1960s, marketing icon, Rosser Reeves, created the idea of the USP to combat the “product puffery” that was running rampant. He advocated less “window dressing” of a product/service and, instead, advocated focus on the specific and unique benefits that the product/service would bring to the consumer.