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Marketing on a shoestring Budget, Part 1

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Mortgage and Lending

The USP

What makes you different? Why should people do business with you? What is in it for them? The answer is your Unique Selling Proposition. Subway Subs advertises itself as a healthy alternative to fast food with fresh bread. Quizno's Subs advertises as having toasted bread. These two companies are trying to stand out from the crowd of all the other fast food and sandwich shops around.

How do you differentiate yourself?

It can't be price - everyone says they have the lowest rates.

It can't be service - everyone says they have the best and fastest service

Are you an expert in a niche, maybe first time homebuyers, or investment properties?

Do you provide a moving service for your buyers?

Do you let the clients lower the commission if you can't sell their house in 3 months?

Do you provide credit counseling?

You need to develop your USP and have it on all your marketing pieces. People should know why they should do business with you. If they see something in you that will benefit them they will come to you automatically.

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Comments (7)

Dave Werth
WERTH REALTY - Fargo, ND
FULL TIME REALTOR
thanks foe the reminda
Feb 22, 2008 12:55 AM
Tony Giglio
KeyRealtyGrp.com - Cincinnati, OH
My unique selling position is that I only represent buyers and sellers of million dollar homes.  Unfortunately that USP has caused me to not have any transactions for a VERY long time!
Feb 22, 2008 01:03 AM
Terry & Bonnie Westbrook
Westbrook Realty Broker-Owner - Grand Rapids, MI
Westbrook Realty - Grand Rapids Forest Hills MI Re
Each of us has to decide how to handle their marketing position. In a smaller market we can not be an expert in a small arena we need to be experts in several. I suggest we look at the market you are in, all of them are unique and decide who you want to be in the consumers eyes.
Feb 22, 2008 01:13 AM
Scott Hoen
Carson City, NV
Carson City Clerk Recorder / Public Administrator

Agreed -- analyze the competitions strengths, weakneses, threats and opportunities and figure out where you can fit in and create a plan that makes "cents". Make it a profitable day.

Aug 07, 2008 07:01 PM
Troy Erickson AZ Realtor (602) 295-6807
HomeSmart - Chandler, AZ
Your Chandler, Ahwatukee, and East Valley Realtor

It's not that easy to come up with a USP in Real Estate.  There are over 40,000 agents just in my area, and I have heard just about everything.  I still haven't found a USP that works for me, but I am trying.

Dec 01, 2008 08:06 AM
Stephen D White, E-Pro, ABR Cape Cod Real Estate
SDW Realty of Cape Cod - Falmouth, MA

speel muck mr shoestrig? can you afford an N? u 2 Dave?

But I do agree that agents should have a USP!

Dec 01, 2008 11:09 AM
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Aug 21, 2009 10:52 PM
#7