Honing Your Real Estate USP For Your Niche Market
Your real estate USP, unique selling proposition, is that foundational statement that sets your real estate agency separate and apart from the broad market of real estate agents. With Internet marketing, your real estate website should reinforce your USP branding. If you do not have a USP yet or wish to refine yours so it has greater impact, veteran marketers give the following points for USP development.
A USP is a market positioning statement that consists of three segments: a product or service, an offer (preferably an irresistible offer) or promise of performance, and a guarantee. Essentially you are creating the justifiable reason to buy your real estate services.
The USP runs with permeating your passion in your website in that the first step is to match your real estate strong points with the market’s pain point. To paraphrase business systems consultant, Gerry Kendall, “What problem do your clients in the real estate market have that no one is addressing?” Answering this question takes some introspection as to how you are the same as the industry and in what way you can change to meet an unanswered need in the industry, possibly even creating and carving out a new niche market for yourself.
Once you arrive at your USP, make sure it permeates your Internet and traditional marketing and any staff training. It doesn’t do any good to promise prompt attention if your staff delays returning phone calls and emails.
Use your USP to fine tune your real estate website. Make sure your some of your testimonials reinforce the message that you deliver on your USP promise. Testimonials are the third party proof that you fulfill your advertising claims.
Why is it important to know the pain points of a real estate transaction? Because people are willing to pay you solve pain points. Since real estate can be seen as a commodity, tailoring a USP on “low prices” only ensures your love/hate relationship with your credit card. Solving a pain point lifts your real estate marketing proposition from helping buy a house to a wider field of helping someone find a solid and safe foundation for their family’s quality of life – proximity to schools, playgrounds, and outdoor activities.
Now, one last step in developing your USP. Test it out. Run it by people you know are honest and straightforward (or rude and incisive like teenagers). Take in their input and reactions or lack of reactions to refine it. As one marketer advised “Make it brash, love you or hate you, the market will never forget you. Anonymity is equal to oblivion in the market.”
Once tested and found to cause positive reactions, go full speed ahead and use it as a primary driver on your real estate website and in reaching your niche market. A good real estate website design has the design and graphic features ready to place your branding USP in memorable ways to your website visitors.
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