Often when I speak with agents I learn that they really don’t know what makes them stand out from their competitors. They actually believe that they do the same job everyone else does.
They don’t know what makes them special. Do YOU know what makes you special?
If you don’t know why you’re special, it’s time for some self evaluation.
Start with the fact that you’re reading newsletters 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 should choose you. Go all out – give details about the extra service you give, your good habits, your attitude toward clients, and your specialized talents.
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…
So show 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.