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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