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In an industry as competitive as real estate, having a strong unique selling proposition (USP) is what sets you apart from the competition. But as Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions, explains the key is ensuring your USP is truly unique – something that makes you an attraction agent, not just another option.
Identify what makes you different
Too many agents fall into the trap of using generic selling points. Saying, “We have a great website, a strong database, and take high-quality photos” won’t make you stand out – these are standard industry practices.
Instead, you need to identify what truly differentiates you from every other agent in your market. This starts by understanding both your company’s USPs and your personal USPs.
Leveraging your agency’s strengths
If you work within a franchise network, use that to your advantage. Many agents overlook the power of their brand.
For example, if you’re with Ray White, you could highlight:
- Operating in 11 countries.
- Having over 1,000 offices.
- A network of 15,000 agents providing extensive buyer reach.
If you’re an independent agent, your strength might be:
- Being nimble, flexible, and boutique.
- Offering tailored marketing solutions rather than a one-size-fits-all approach.
- Providing high-touch, personalised service that larger agencies can’t match.
Whatever your company’s edge is, use it in your listing presentations and proposals – most agents don’t.
Defining your personal USP
Beyond your agency, you need to clearly define what makes YOU different.
Two extreme examples highlight how agents can position themselves uniquely, no matter their experience level:
The rising star USP:
“I may not have 20 years of experience, but I’m young, hungry and laser-focused on your sale. Unlike other agents who manage large teams, I take on just three listings at a time, meaning you get my full attention. I have no Plan B – my only goal is securing the best possible price for your property.”
The high-performance team USP:
“I lead a specialist team where I focus solely on listing, negotiating and selling. I have dedicated team members handling marketing, buyer management and proactive prospecting – ensuring your property gets the attention it deserves. With a 20 per cent market share, we attract more buyers, cross-sell with our listings and introduce new buyers from outside the area.”
Both approaches position the agent as an expert without relying on generic claims.
Where to use your USP
Once you’ve defined your USPs, make sure they are front and centre in your business.
- Document them – Write them down and refine them until they are clear and compelling.
- Include them in pre-listing proposals – This sets the expectation before you even meet the client.
- Use them at listing appointments – Reinforce what makes you the best choice for the job.
- Mention them in marketing and social media – Your audience should know what sets you apart.
The bottom line
Your USP isn’t just a sales pitch – it’s what makes you memorable. Agents who take the time to craft and communicate their unique strengths consistently win more listings and attract better clients.
By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions.
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