Why Should Real Estate Buyers or Sellers Choose You?

Services for Real Estate Pros with Marte Cliff Copywriting

Do you know what makes you stand out from all the other agents in your market? Dowhat makes you stand out? you know what makes you the best choice for prospects in your niche or geographic territory?

Quite often, when I speak with agents who need me to write an agent bio for them, they can’t answer those questions. In fact, some tell me that there’s nothing different – they do the same job that everyone else does.

Having known a good number of agents over the 19 years that I was an agent and then a broker, I know that isn’t true.

The mere act of coming to a site like Active Rain sets you apart from a huge percentage of your competitors.

It doesn’t even matter if you participate as a blogger. Coming here to read and learn sets you apart.

I’ve known many agents who tossed their copies of the Realtor® magazine in the trash, along with the bulletins from the Idaho Real Estate Commission. They could have learned something from them, but didn’t even bother to open the covers. Every two years they grudgingly attended continuing education classes, and that was the extent of their efforts to educate themselves.

I’ve also known agents who didn’t bother to view new listings unless a buyer wanted a tour – and then didn’t bother to get all the available facts before they showed the house.

Then there are the ones who left blank spaces in their listing and purchase and sale documents.

If you don’t know what makes you special, start by comparing your own practices to those agents. Their clones are still around, you know. Then do some self-evaluation.

First think about your relationship with you clients.

You can begin to understand which of your traits and routine practices really matter to themman with trophy by thinking back about things they’ve said to you.

Think about their complaints about other agents they’ve known in the past. You may have been shocked by the way some agents treat their clients.

Think about the compliments clients have given you. You may have thought that what you did was nothing special, but obviously it was special to that client. It mattered enough for them to notice and mention it.

If you’ve saved thank you notes and testimonials, read through all of them. You might find a common thread. For instance you may find variations of: “You really know the market,” or “We appreciated how you listened to us,” or “Your patience and willingness to explain things helped calm our fears.”

Now think about your relationships with other professionals.

Think about your reputation for being helpful and cooperative. Think about why your listings are shown so often or why they’re s happy to present your offers. It could be because you pay attention to details, both in presenting your listings and in writing offers.

Next, pretend that you’re a past client and you want to recommend you to a friend.

Write that friend a letter explaining why he or she should choose you. Include details about personality, professionalism, market knowledge, negotiation or communication skills, and anything else that reflects who you really are.

No one else ever needs to see this letter, so go all out. When you’re finished, write down the most important points and use them in your marketing materials. Then you can either dispose of the letter or tuck it away where you can take it out to read on those days when you’re doubting yourself.

This letter is one of the exercises I ask agents to do when they’re filling out my agent bio questionnaire. It helps them answer that all-important question: “What makes you stand out from other agents?”


Chosen one image courtesy of Stuart Miles @freedigitalphotos.net

Trophy Image courtesy of Sira Anamwong at FreeDigitalPhotos.net

The original of this post appeared at: https://copybymarte.com/do-you-know-what-makes-you-stand-out/ April 2014


Comments (55)

Matthew Klinowski, PA
Downing Frye Realty - Naples, FL
Naples Golf Guy | Find Your Dream Lifestyle

Marte, great post. Knowing your value proposition and being able to articulate it quickly and confidently is critical to building a successful real estate business. Have a great day!

Oct 23, 2018 04:24 AM
Amanda S. Davidson
Amanda Davidson Real Estate Group Brokered By eXp Realty - Alexandria, VA
Alexandria Virginia Homes For Sale

Marte, now more than ever agents have to be able to convey how they're different. We always joke in the office that if you shake a tree 10 Realtors will fall out. I hope anyone struggling with writing a bio reads your post, you offer great advice. 

Oct 23, 2018 04:55 AM
Gordon Crawford
Gordon Crawford Home Selling Team - Morristown, NJ
Your Morris County Specialist!

Wonderful post Marte!  While we may know how different we are, communicating that to the public can be difficult.

Oct 23, 2018 05:03 AM
Ron Aguilar
Gateway Mortgage Group - Saint George, UT
Mortgage & Real Estate Advisor since 1995

Many potential home buyers will find an agent through the typical channels. The Agent will finally meet the buyer at a home they want to look at. That moment is when the buyers make a judgment. Why am I talking about this?  Because as a Mortgage lender that is when I decide to continue with the agent or let them down nicely. Hint to buyers agents: when you meet them at the home do not talk more than necessary and let the buyers roam the home at their pace. That means do not follow them around constantly talking so much that they have to look at you and not the home...Hopefully you will have plenty of time later to impose yourself on them.

Oct 23, 2018 06:23 AM
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
The Grit and Gratitude Agent

There is  a new book called Sales Differentiation by Lee Salz that may help those in real estate.  Maybe the best step is to remember Old School Sales Skills, like returning phone calls, honoring your word, focusing on the client instead of your sales script/sales presentation.

Oct 23, 2018 06:39 AM
Robert Hicks
United Country River City Realty - Savannah, TN

Thanks Marte - Once again you have put forth good solid info to learn by. Great topic for my next agent meeting.

Oct 23, 2018 06:58 AM
Paula Zaluski
Action Realty - Sebastian, FL
20 years of Real Estate Experience.

Hello Marte, All I can say is your truly right. Thanks for the post. 

Oct 23, 2018 07:06 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Clint Lohr Knowing all you can about the area is a benefit to both you and your clients.

Margaret Rome, Baltimore Maryland Sometimes it works, although many agents are reluctant to say good things about themselves. Sometimes I learn the most by reading their testimonials.

Oct 23, 2018 10:17 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

That's right Matthew Klinowski, PA - you really do need to know why you're the best agent for the job.

Amanda S. Davidson The number of agents in our community seems to ebb and flow with the strength of the market. When you can shake a tree and get 10, you had BETTER know why people should choose you.

Oct 23, 2018 10:21 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Gordon Crawford I agree, it can be tricky. You have to show how good you are without coming across as a blowhard.

Ron Aguilar - first impressions do count, and most people don't want to do business with a magpie.


Oct 23, 2018 10:24 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Leanne Smith Those old school skills are time-tested and true.

Robert Hicks Thanks! I like knowing that I helped you with a topic.

Paula Zaluski - and thank you for reading it!


Oct 23, 2018 10:26 AM
Sonja Patterson
Keller Williams - BV - College Station, TX
Texas Monthly 5-Star Realtor Recipient for the Hou

Hi Marte!  I SO needed to read this today.  I have been told more than once that I tend to under-rate my value to clients, so thank you!  I have bookmarked and plan to do as you suggested in your post!

Oct 23, 2018 01:18 PM
Elisa Uribe Realtor #01427070
Golden Gate Sotheby's International - Berkeley, CA
Opening the Doors to California Homes -East Bay

Excellent post Marte Cliff! I would definitely keep this in mind!

"pretend that you’re a past client and you want to recommend you to a friend." 

It’s a timeless struggle: You can say well about anything or anyone ––except yourself. Great topic, Thank You!

Oct 23, 2018 02:21 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sonja Patterson - Underrating yourself is something you do need to overcome! Do the exercise, read your own testimonials, and realize how great you are.

Elisa Uribe Realtor #01427070 That's why I write so many agent bios - agents have a tough time writing about themselves in a positive manner.

Oct 23, 2018 09:09 PM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC

Another wonderful piece of advice, Marte! I know what differentiates me from other agents and at one point, compiled a postcard with comments from clients expressing the difference. That card was one of my most well received!

Again, I still do need to do a new bio - SOON! ;-) 

Oct 23, 2018 11:13 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Debe Maxwell, CRS Maybe it's time to re-create that postcard. And maybe a few others should steal your idea - it's a good one!

Oct 24, 2018 08:21 AM
Kat DeLong
Realty ONE Group Mountain Desert - Prescott, AZ

Great advice ! Thank you for sharing !

Oct 24, 2018 03:59 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

You're very welcome, Kat DeLong. Thank you for reading.


Oct 24, 2018 04:14 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude


There is some excellent food for thought here, but I particularly like the suggestion to write a recommendation letter as a way of capturing those unique qualities that make us stand out!


Oct 24, 2018 10:36 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jeff Dowler, CRS - it's a bit of a shame that the best agents don't realize that things they do as "business as usual" do make them stand out. Lesser agents don't do the things they think of as routine.

Meanwhile... agents should take time to read their thank you notes and testimonials - and do it often.

Oct 25, 2018 11:24 AM