Written by Trevor Mauch One of the largest influencers in the success of your business is how you position yourself in the market.
“Positioning is what you do to the mind of the prospect, not just what the product does. That, you position the product in the mind of the prospect.”
Positioning Guidelines
When a seller or buyer considers a company to work with, they will mentally position your company alongside the other alternatives they’ve looked at.
If you’re a wholesaler, oftentimes your positioning is “I can make cash offers and close quickly.” Great! That sets you apart from agents. But it’s the same positioning as every other wholesaler in your market.
If you’re an agent whose positioning is “I can help you sell your house quickly, and I’m nice!” – every other real estate agent can say the same thing.
9 out of 10 real estate investors and agents fail to position differently from their competitors.
Successful investors and agents have a strong Unique Selling Proposition to differentiate themselves from their competition.
What is a USP and why does it matter?
A Unique Selling Proposition (USP) is a statement that defines what makes your product or service different and better than competitors’ offerings in the marketplace. It highlights the specific benefit or feature that sets your product apart from others and appeals to your target audience. A strong USP answers the question, “Why should customers choose your product or service over others?”
A strong USP is crucial for standing out in a crowded market. It helps:
- Differentiate your company from competitors.
- Communicate clearly how your brand provides value in a way that is different from other similar companies.
- Attract and convert leads by showcasing why your offering is the best solution to their problems or needs.
- Build brand loyalty as people become familiar with what your brand represents.
A USP is about understanding your audience, highlighting what makes your services or product special, and communicating that value effectively. A strong USP can become a cornerstone of your brand identity and marketing strategy.
Having a unique selling proposition for your real estate business is the best way to claim what makes you different to potential clients so to persuade clients to work with you. Learn more in the video below:
How do I create a USP and position my brand?
Whether you’re just getting started in business or wanting to refine your USP to differentiate yourself from the competition, here are a few steps to create a unique selling proposition:
- Start With Your Target Audience: Think about your ideal lead or client. Consider their needs, desires, and pain points. What problems are they trying to solve? What do they value most in a product or service?
- Analyze Your Competitors: Look at other investors or similar businesses in your local market. What are their USPs? What are their strengths and weaknesses? Identify gaps in the market that your product or service could fill.
- Identify The Problems You Solve: As a real estate investor or agent, you likely have certain types of properties you prefer buying and selling, or situations that you are best equipped to solve. Narrow in on the types of properties and/or situations that you are most confident and energized by dealing with.
- Clarify the Core Benefit: Distill your USP into a clear, concise statement that communicates the primary benefit your business provides. Focus on how working with you makes your clients’ lives better or solves their problem.
- Keep it Simple and Memorable: Your USP should be easy to understand and communicate. Avoid jargon, and make sure it resonates emotionally with your target audience. Think of it as the “elevator pitch” for your brand.
- Make Sure It’s Authentic: Your USP should reflect the true strengths of you and your brand. It must be backed up by reality; if you over-promise and under-deliver, customers will not trust you. Genuine authenticity helps build credibility and trust.
Here are a few example USPs from well-known brands:
- FedEx: “When it absolutely, positively has to be there overnight.” — This emphasizes reliability and speed, targeting customers who need urgent delivery.
- M&M’s: “Melts in your mouth, not in your hands.” — Highlights a unique product feature (no mess) that appeals to candy consumers.
- Apple: “Think Different.” — It positions Apple as innovative and encourages consumers to embrace creativity and non-conformity.
For even more examples of USPs for real estate investors, check out this episode of our Evergreen Marketing: Live show. Trevor & Brady dive into the marketing psychology of why a USP matters, how to create a compelling value proposition that wins more deals, along with real examples from other real estate investors that you can implement & reverse engineer:
Learn More:
In the Truck Talk below, we dive deeper into positioning and give you tips on how to position your company to win & equip you with the tools you need to stand out with your Carrot site:
