Today, prospects are more discerning than ever. Gone are the easy days in which a prospect would list their home with just about any agent. Now, you actually have to work for a listing. In this market, consumers are not just looking for real estate agents, they’re seeking out real estate experts.

Let’s say that you are an expert, at least relative to your local competitors. So, how then, do consumers know that you’re their best choice? The better question is how do you get their attention long enough to even have a chance to educate them about what you can do for them?

According to most studies, you have only 3-7 seconds to hook your prospect’s attention. One of the best ways to do that is to have a compelling Unique Selling Proposition, “USP” for short.

A USP is a way of explaining your position against your competition to your potential
clients. In the 1960s, marketing icon, Rosser Reeves created the idea of the USP to combat the “product puffery” that was running rampant. He advocated less “window dressing” of a product/service and, instead, advocated focus on the specific and unique benefits that the product/service would bring to the consumer.

40 some odd years later, Rosser Reeves had no way of knowing that his revolutionary
ideas would be even more important today than in the 60s…especially in this market.

What Makes a Good USP? A good USP clearly and quickly explains the chief benefit that the customer can expect to receive when choosing your particular product/service. See if you can recognize these companies by just their USP:

• Fresh, hot pizza delivered in 30 minutes or less, guaranteed
• When it absolutely, positively has to be there overnight
• The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.

If you answered, Domino’s, FedEx and Nyquil, then you can see the power of a great USP.

How do you create an effective USP?  When I’m doing a marketing makeover for a clients, I always make sure the USP we create for them meets the at least 4 basic criteria.

4 Criteria For An Effective USP

1. They are specific and simple.
   Thirty minutes to your door. Guaranteed. Dominoes chose one powerful need that they could fill in the marketplace for delivery pizza services. They were not afraid to possibly alienate other target markets. Gourmet pizza lovers might not be compelled by Dominoes’ USP, but that’s ok…Dominoes still owns most of the market share in the pizza business.
2. They identify the needs of their specific target markets.
   FedEx didn’t mention that they also have ground shipping, bulk rates and international courier options. They created the most compelling message that was the most needed to their marketplace at the time. Notice also that their target market was not people looking for the lowest price or for the most convenient location. They targeted the people (usually business owners) that were frantic to get their important shipments delivered on time for any price.
3. They directly address a benefit-oriented solution to a need in the marketplace.
   There is no product hyping or window dressing in these USPs. Dominoes doesn’t claim that their pizza will be the most delicious pizza, only that it will be fresh, hot and at your door in 30 minutes or less. Likewise, FedEx makes no mention of convenience, availability or low cost. It simply suggests that it is the safest choice when you really need to send a package overnight.
4. They are unique.
   At least at the time that they were introduced they were unique. When you are successful, you may have a copycat come along and reduce the impact of your original marketing message. Ideally, you will have enough momentum going to stay on top of your market, but you will eventually have to continue to create and refine your USP and marketing message. The good news is that you will be a trained marketer, while your competition will be shooting in the dark. You will be “often imitated, but never equaled!”

Do you have a USP that can quickly differentiate yourself from your competition?
If you can’t quickly tell me why should I do business with you over other agents in your area, why would I take the time to sit through your listing presentation?

With a good USP, your chances of getting in front of a potential client to educate them why you’re their best choice increases dramatically.

I have some bad news for you, and, I know, nobody likes bad news.

We all handle the bad things in our lives differently, don’t we?  Some of us tackle the hard stuff head-on, dealing with it right away and then moving on.  The rest of us are just flat out avoiders.  We try to justify our avoidance by telling ourselves we “don’t have time” to deal with that right now, or we “just can’t handle one more thing.”  Those excuses are simply a form of avoidance, straight up.

So, if you’re an avoider, keep reading this.  Don’t let yourself avoid any longer!  Even though you’ve encountered the seemingly bad news that you are an avoider, I am also about to share some great news and useful solutions with you.

Now, I don’t know about you, but I’ve learned that almost 100% of the time, it’s best to just deal with the hard stuff right away, take care of it somehow and then move on as much as you possibly can.  (And I’ve avoided with the best of them!)

The bottom line is this, it’s how we choose to deal with the hard stuff in our lives that determines our success, or lack thereof.

And, yes, it is a choice that we all have.  I’m sure you can think of sad, negative, or hard things you’ve been faced in your life, and that moment of choice that you faced.  I sure can.

For example, when I was 15, and was still classified as “functionally illiterate” with over 12 different learning “disabilities,” I could have chosen to give up right then and there.  And, I was close to giving up.  But, thanks to hard work, and some key people that were placed in my life, I chose to learn how to read.  It wasn’t easy, but I chose to keep going.  I chose to figure out how to take that bad, hard stuff and make it work for me.  I chose to find a solution.  And, because of that choice, I eventually graduated from college, at the top of my class, with a degree in Economics.

Now, what does all of this have to do with YOU?  A lot!

Now, it’s time for the bad news I mentioned earlier.  Take a look at The Harris Interactive Poll results below from a study conducted in August, 2009.

Just so we’re all on the same page, according to Webster’s New World Dictionary, “prestige” is defined as:

1.  The level of respect at which one is regarded by others; standing.

2.  A person’s high standing among others; honor or esteem.

3.  Widely recognized prominence, distinction, or importance.

It doesn’t look good for those of us who work in real estate, does it?  We’re at the bottom of the prestige and respect list.  This is not the best news, at all.

At this moment, we’re all faced with a choice.

Rather than avoiding this fact or trying to hide it (or hide from it),

let’s use it to our advantage.

But how?  It’s simple, just like we talked about earlier, tackle it head-on, right now!

Follow these steps (I’m serious here, I’m challenging you to choose to do this!):

1. Copy this chart into the beginning of your listing presentation or make a copy to give to the buyers you meet with.  You can get a copy of the chart and accompanying article here:  http://www.harrisinteractive.com/harris_poll/index.asp?PID=685.
2. In your listing or buyer presentation script, you need to enter the conversation your prospects are having in their heads, and tackle the fear, doubt, or insecurity they are feeling at that moment.
3. Say something to the effect of, “You probably weren’t looking forward to our meeting today, and I can understand why.  I know that real estate agents, in general, are not trusted, respected, or held in high esteem – just like the results of this study show.  And, there are some bad agents out there, for sure; however, as we get to know each other, you will learn that I don’t fit that preconceived idea people have about agents.

I wouldn’t just be your real estate agent.  I am your advocate, your guide, your master negotiator, and your reference tool for all parts of this process.  I CAN be trusted and I WILL work hard to earn your respect.

I treat my clients like they are my closest friends or family members – giving them my best and most responsive service – always.”

Now, you’re probably thinking to yourself, “I can’t put that in my presentation!  That’s too risky.  Why would I show them the negative results of that study?”

Because, no one else will.

And, as the wise Earl Nightingale so aptly stated, “If you want to be successful, find out what everybody else is doing and do the opposite.”

Do you think anyone else has this in their presentation?  It’s not likely.  All you have to do is choose.

Choose to harness your inner football player … and tackle it!

Choose to make this unfortunate study work for you.

Choose this solution and use it!

Choose to “do the opposite” and experience your most successful, fulfilling year yet!

“Show me a man who cannot bother to do little things and I’ll show you a man who cannot be trusted to do big things.” ~Lawrence Bell

It was a just a s’more.

Yes, I’m talking about a graham cracker, a little chocolate, and a marshmallow. It probably had a cost of a half-cent to the business offering it, but that s’more made an impact. It symbolized a small act of kindness and generosity – with no expectations attached – that made a lasting impression.

And THAT, my friends, is what each of us MUST replicate if we want OUR businesses to last and thrive in today’s unpredictable economy.

People are interesting, aren’t they?

The personalities, the opinions, the baggage we all carry. But this “s’more experience” I’m going to tell you about reminded me of just how simple we can be…how little it actually takes to make us happy and to make a lasting impression. Let me explain.

If you’re ever in La Quinta, CA, you MUST eat at The Homestead Restaurant. Not only will you have one of the best meals of your life, but you’ll also get a massive lesson in true, lasting and meaningful customer service (from the welcome, to the goodbye). No matter what your profession, take note!

As we walked into the lobby of The Homestead for dinner, it was crowded, very crowded. Always a good sign for a restaurant. But, I didn’t feel like I was in a restaurant. I felt like I was in a comfy country resort just relaxing the day away.

While waiting to be seated at our table, they placed us in front of a quiet fireplace with calming music playing in the background. I noticed young families, older couples, middle-agers, twenty-somethings…all types and ages of people around me. Another good sign.

Here’s where it starts getting really brilliant.

A nice young woman soon came around with a tray full of graham crackers, chocolate squares and marshmallows. You guessed it – complimentary s’mores while you wait.

We roasted our marshmallows together over the fire, and we had fun with that simple task. The gooey fingers, the delicious hot marshmallow melting into the cool chocolate and the crunchy graham cracker…makes your mouth water just thinking about it, doesn’t it?

Now, if that was not memorable enough, it got even better.

There was an elderly couple sitting next to us while we waited. The hostess recognized them because they’d come in and had lunch there that same day (she even remembered they’d had the chicken pot pie!).

As she was helping them get their ingredients off the tray, the elderly woman – rather sheepishly – told the hostess that they’d only come back to have a s’more. They weren’t going to eat supper as they were still full from lunch but just needed a little something sweet.

The hostess then made a decision that will dramatically increase revenue for The Homestead Restaurant, guaranteed.

She said, sincerely, “You all come in ANYTIME for a s’more – it doesn’t matter if you eat a meal or not. We just love seeing you!”

You could tell they were so pleased and touched by her kindness. It was evident on their faces.

Now, you may be thinking, “How could THAT dramatically increase revenue? It was just one older couple and a s’more.”

Here’s the deal:

You know as well as I do that that couple will tell absolutely EVERYONE they know about their experience at The Homestead Restaurant in La Quinta, CA. However, the other 30-plus other people who were in the lobby waiting and listening will as well – me being one of them. Heck! I’m even writing a blog about it that thousands will read!

That small act of kindness, that inexpensive s’more – and those kind words will come back to that business ten-fold.

What are the “s’mores” of your business? And, no, I’m not saying to give your clients or agents or students s’mores every time you see them! You know what I mean.

What are the small touches, the meaningful words, the spirit of sincerity you offer that make a lasting and memorable impression on people?

For our clients, we simply send them a book we know they’d like. Not an expensive one, just one we know would mean something to them based on what we’ve learned about them.

But these things, the small touches, don’t have to cost money. In fact, some of the best ones don’t!

For example, we also make a point of being sure that every single communication people have with us, or from us (whether in person, by phone or by e-mail), is kind and personalized. For instance, you wouldn’t believe the compliments we get simply because we take a few extra seconds to add personal touches and comments in our e-mail communications with people.

Here’s the bottom line:

If you want repeat clients…

If you want referrals…

If you want word-of-mouth marketing working for you…

If you want to be trusted with the “big things” in people’s lives…

Or, if you just want to be a good person…

Practice the “s’more” style of customer service.

Give – with no expectations.

Do those little things and you WILL be trusted with the big things.