NATNews Blog > January 2016 > ​Learn How to Establish an Unbeatable Value Proposition

    ​Learn How to Establish an Unbeatable Value Proposition

    1/27/2016 12:33:05 PM
    By Deborah Kearns
    As a real estate sales associate, your name is your reputation – and it’s on the line every time you meet with someone new. If you’re like most business owners, you have a strong idea of what value you bring to the table. Conveying that value in words might be more difficult than it seems. Whether you are a seasoned veteran of the industry or new to real estate, it’s always wise to evaluate your value proposition because the market is ever changing. You need to change with it to keep relevant.
    How do you articulate the ideas that motivate and inspire you to do what you do? It starts with figuring out a succinct way to sum up who you are and the services you provide. What benefits will clients receive from working with you? What expertise do you offer? How can you help them accomplish their goals? What are your three core services?
    After you’ve answered those questions, you’re ready to put your responses into practice through the written value proposition. At its heart, a well-crafted and communicated value proposition is what really sells people on working with you.
    A strong value proposition is clear and easy to understand, and it communicates how you are different from the competition in your market. It should be succinct and easy to understand; including visuals is a great way to convey the message. Above all, the best value propositions don’t overpromise and under deliver, so avoid jargon and hype that you can’t substantiate.
    Here’s an example: Let’s say you excel at selling homes quickly and for top dollar. Not only do you have the track record (and data) to back it up, but you also have client testimonials galore to share. Your marketing plan provides listings exposure that increases the chances of finding the right buyer for your clients’ properties.
    The benefit sellers reap when they work with you is a quick closing with a high rate of return on their investment. Your value proposition could be “I sell homes quickly and for top dollar, backed by a comprehensive marketing plan” (or something to that effect). This might be particularly effective with converting for-sale-by-owner sellers or online leads.
    When it comes to conveying your value to buyers, focus on how you can meet their needs and deliver the most relevant properties that match their wish list. Your knowledge of the market, strong negotiation skills and connections to other agents are your best assets to delivering on this service promise.
    Test out your value proposition with a few people, and ask for feedback before incorporating it into your marketing. Once you figure out how to better communicate the value you offer to buyers and sellers (and deliver outstanding results), you’ll have an easier time turning potential customers into clients for life.
    Deborah Kearns is an award-winning writer based in Denver with more than a decade of experience in corporate communications and news journalism. She has covered the real estate industry for more than seven years.

    Reprinted with permission from RISMedia. ©2016. All rights reserved.