You're a Short Sale Specialist... What a Small World, me too!

Where do we draw the line when it comes to positioning? For the past 2 months my custom flyer business has been booming; however, I've noticed a very odd trend. I'd say 80-90% of the agents I make flyers for all have the same or very similar position statement that reads something like:

John Smith - Short sale, REO, or Area specialist

After the 30th agent this starts to sound pretty rediculous. I'd understand if an agent really did specialize in short sales before the short sale was popular, but it seems now it's just an over used keyword to attract clients. To me, it seems like another "me too" spam ad. Is it really necessary to have these USP statements simply as key word advertisemets?

=)