Some of you may be asking, " What is a USP? " It is a Unique Selling Proposition. In new construction salespeople use it to define the distinction between their products. We spend alot of time figuring out if both homes were free why would a buyer want to buy in our neighborhood vs the competition. The answer to this is your USP. So I began to think each agency must have a USP and so do our agents.
What is your company's USP? Why do you work there?
We had our annual awards dinner the other night and one of the agents from another office commented "Your office really knows how to have fun". I smiled and agreed. Another agent then said "I saw the limos outside of the casino and said that has to be C21 Glencove" and yes it was. I realize that my company's USP is it's culture. My team of professionals are consistently ranked in the Top Ten C21 offices in NJ and Delaware which is a testament to their dedication to the profession however we always have FUN! It is rare that my agents argue over commissions and clients - they respect one another and work things out between themselves. We truly are a family.
When I started in the business at 18 I didn't think that you were allowed to have fun - it wouldn't be "professional". Actually it took me many years to realize that we NEED to have fun in the workplace. So if this is unfamiliar territory to you and you would like to explore it check out the FISH! philosophy http://www.charthouse.com/content.aspx?name=home2 or read Gung Ho http://www.amazon.com/Gung-Turn-People-Any-Organization/dp/068815428X . It is a great way to spend the day. Lighten up. Please, I am not saying we never get down, but the beauty of working with my co workers is that there is always someone to smile, tell a joke and get you back on track.
So I ask you what is your personal USP as an agent? Why would a client choose to work with you versus your competition?
Michelle Morris-Phy
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Great point, Michelle.
We (www.RealEstateShooters.com) just launched the first statewide network of professional RE photography for NJ, and while doing my market research I found that a tremendously high number of Realtors still don't see themselves as a self-contained business.
I believe, being a business person myself and using the Unique Selling Proposition factor as a benefit for realtors using pro photography, that you have that insight (and success) because of your sense of business and marketing.
Realizing that you MUST stand out from the crowd and offer a killer value proposition, and then doing something about it, is what's going to allow you to break away from the pack and truly succeed.
In my opinion, this isn't the market to think being a realtor is executing the job of a telemarketer. Realtors are first and foremost marketers. And good ones! Or they should be. Obviously, yours are.
My 2 cents. Wish you continued success.
Silverio
www.RealEstateShooters.com