What Makes YOU Special to Clients?

By
Services for Real Estate Pros with Marte Cliff Copywriting

Often when I speak with real estate agents prior to writing their real estate bios I learn that trophy realtor!they really don’t know what makes them stand out from their competitors.

Those agents don’t realize that the dozens of little things that go into the quality of service they give are what makes them special.

The nice thing about that is that they believe the things they do are “normal” and expected. Some even tell me that there is nothing different - they do the same job everyone else does.

As professionals who work with other agents every day, and who hear the tales of woe from buyers and sellers who chose the wrong agent at some time in the past, you know that is simply not true.

You all may do the same job, but you do it in a wide variety of ways. Some ways are fantastic and helpful while others are downright destructive.

Do YOU know what makes you special?

If you don’t, it’s time for some self-evaluation.

Start with the fact that you read posts like this one. That alone shows that you’re eager to learn more. You’re willing to invest more time in your career – and many agents aren’t.

But what else makes you special? Here’s how to decide:

Think about what clients have said to you…

You can begin to realize which of your traits and routine practices really matter to clients by thinking back to the complaints you’ve heard about their last agent. How often have you thought “That’s ridiculous” or “That’s outrageous!” You wouldn’t dream of treating anyone the way some agents do.

Now think about the last time a client – or anyone else – gave you a compliment. You may have thought “Anyone would have done the same,” but that’s not necessarily so. They noticed enough to pay you that compliment because not everyone would do the same.

Do you have some testimonials, or email messages and notes of thanks from satisfied clients? Re-read them. You’ll probably find a common thread running throughout.

For instance, you might find variations on things like “You really listened,” or “Your patience in explaining every step of our purchase helped ease our fears.”

Do look beyond your clients. Think about how you get along with other agents and the various other people who help you serve your clients. Your good reputation with them is a benefit to your clients because it means your listings are shown more; your offers are given good consideration; and things run more smoothly.

Now… think about why you would choose you if you needed an agent.

With that in mind, write yourself a letter. In it, tell yourself all the good reasons why you write a lettershould choose you. Go all out – give details about the extra service you give, your good habits, your attitude toward clients, and your specialized talents.

(If you get stuck trying to do that, give yourself an imaginary name and write to a friend, telling him or her why that agent should be the chosen one.)

You don’t have to let anyone else see that letter, so go hog wild. When you’re finished, write down the important points and do away with the letter. (OR – tuck it away to re-read on those days when you’re feeling a bit down.)

Whatever makes you special should take center stage in your marketing materials…

Recognize those attributes as benefits for your clients and:

  • Include them in your bio
  • Include them in your listing presentations
  • Include them in your personal brochure
  • Include them in your prospecting letters, and
  • Include them on your buyer and seller pages.

You may not feel entirely comfortable “Tooting your own horn,” but if you want prospects to choose you, you need to do it.

And… If you simply can’t put those words together, get in touch. What I do all day is write words that let the world know why my clients are the best agents in the business.

 

Trophy Image courtesy of Sira Anamwong at FreeDigitalPhotos.net
Handwriting Image courtesy of punsayaporn at FreeDigitalPhotos.net

 

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Rainmaker
3,940,003
William Feela
WHISPERING PINES REALTY - North Branch, MN
Realtor, Whispering Pines Realty 651-674-5999 No.

I am genuine. I don't pretend to be someone I am not

Feb 08, 2019 06:56 PM #1
Rainmaker
1,476,175
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

William Feela Genuine is good - I've known a few agents in my lifetime who were phony as a $7 bill.

Feb 08, 2019 08:50 PM #2
Rainmaker
3,055,654
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

Great points...we hope that our presentation...our reputation...communication often and service always is exactly what clients have in mind.

Feb 09, 2019 03:17 AM #3
Rainmaker
3,029,964
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Marte. The best way to tell the story is have a professional like you write it! Enjoy your day!

Feb 09, 2019 05:01 AM #4
Rainmaker
1,476,175
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sally K. & David L. Hanson You know the value of your service -and your clients know it as well.

Wayne Martin I do enjoy telling those stories - even when the most difficult part of the work is getting agents to recognize what makes them special, so I CAN tell it.

 

Feb 09, 2019 08:50 AM #5
Ambassador
3,050,450
Chris Ann Cleland
Long and Foster REALTORS®, Gainesville, VA - Bristow, VA
Associate Broker, Bristow, VA

I've helped many an agent write their own bios, but it is so hard to turn that investigative skill inward and look at what makes us different.  Fantastic advice about looking at testimonials and writing ourselves a letter about why we would want to with us.

Feb 09, 2019 09:57 AM #6
Rainmaker
1,476,175
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Chris Ann Cleland When I'm writing for an agent I always ask for a link to their testimonials. Those often tell me more about the agent than they told me themselves.

Feb 09, 2019 10:04 AM #7
Rainmaker
3,934,157
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Marte, my bio is pretty generic, with only the facts, not what my clients have said.  Should probably work on that.

Feb 11, 2019 07:09 AM #8
Rainmaker
1,476,175
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Joan Cox If that bio doesn't cause people to think "I want Joan for my agent," then yes - better take a look at it.

Feb 11, 2019 07:56 AM #9
Rainmaker
1,897,128
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Marte Cliff - This is great advice! What you wrote is very meaningful and every agent and/or Broker should take the time to read this word for word; then sit down and write a letter. I hope you get featured!

Feb 17, 2019 03:01 AM #10
Rainmaker
1,476,175
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Patricia Feager, MBA, CRS, GRI,MRP - I think too many good agents don't realize how good they really are.

Feb 17, 2019 09:18 AM #11
Rainmaker
2,694,997
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Really does all come from me but just being myself and being able to be open about what I do and how I do it.

Feb 17, 2019 11:10 PM #12
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