What's Your USP?

Education & Training with Keller Williams Realty

Why should a client hire you to be their agent?  Asked this question, most agents say "because of my great service" - - as if they would tell someone that they provide stinky customer service.  LOL.

In the corporate world, we used to call it an "elevator speech" - meaning you should be able to explain your USP (Unique Selling Proposition) on a short elevator ride - 30 seconds or less.  If you are an agent who says your USP is "service", perhaps it would be helpful to consider the following Top 10 Seller Value Propositions as outlined in Gary Keller's Millionaire Real Estate Agent (next week we will focus on Buyers):

1. Thorough Needs Analysis (clarify the reasons to sell & determine acceptable timetable)

2.  Pricing Strategy (best selling price given current market conditions & resulting net sheet)

3.  Property Preparation(recommend repairs, improvements and staging to net seller most money)

4.  Marketing Strategy (establish marketing plan and timetable)

5.  Receive & Evaluate Offers

6.  Negotiate to Sell (advise on counter offers, terms and conditions)

7.  Sell (Prepare post-contract work list and recommend appropriate vendors)

8.  Pre-Close Preparation (Coordinate and oversee documentation preparation and provide pre-closing consultation)

9.  Closing (review documents, resolve last minute items, complete transaction)

10.  Post Closing (coordinate move and assist with post-closing issues)

Hope this helps.  For a complimentary coaching session on developing your USP, shoot me an email at paulamosley@kw.com.

Happy Listing!

Comments (5)

Lewis Beynon
CENTURY 21 Triangle Group - Raleigh, NC
Lew B Realty

Love it!!!!  Thanks for the help and tips!!!!!!!!

Aug 18, 2008 07:39 AM
Peter Mann
Keller Williams Realty - Bellevue, WA
Peter Mann Seattle-Bellevue Real Estate Agent

Gotta love Keller Williams! I knew you were a KW agent before I even clicked on your posting. Your title gave it away :-)


Aug 18, 2008 07:46 AM
Liz Blandford
Island Real Estate - Anna Maria, FL

Thank you...great way to help organize the thought process.

Aug 18, 2008 07:55 AM
Rick Maday
Schaumburg, IL
Schaumburg Home Inspector -

Thnaks for the tip.  I love the "elevator speech" analogy.

Aug 18, 2008 08:02 AM
Ilyce Glink
Think Glink Media - Chicago, IL
Best-selling author, award-winning TV/radio host.

The elevator speech is definitely a neccessity. It is still important to be able to sum up what you do and how you do it in a short period of time. Great post!

Aug 18, 2008 08:29 AM