Buyers and sellers are looking for solutions that will directly and indirectly improve their competitive advantage, solve their problems, alleviate unwanted stress and anxiety, as well as help them achieve all their real estate goals.

Potential customers expect real estate advisors to be able to convey how such services will contribute to their success—and how you’re uniquely qualified to deliver that value. Also know as your Value Proposition, this should serve as your customer guarantee. The foundation for all of your marketing efforts. And should define what makes you different from alternative solutions or the competition.

A value proposition should demonstrates you clearly know who your target prospects are, what they’re trying to accomplish and where the alternatives fall short.

Without a clear and compelling value proposition, it's difficult to convince potential customers to trust you or to even listen to you at all.

There are many agents who, when asked, can NOT recite their value proposition. So don't fret, but you absolutely need to have one, and need to be able to not just recite it, but to live it. Today is the day!

STEP #1

Start by identifying the benefits you bring to the table.

Here are some questions you can ask yourself to help you brainstorm all the benefits you bring your clients.

What services & skills do you bring to the table?
What problems do you help solve for your clients?
What objective or goals do you help your customers meet?
What markets have you excelled in? Do you have knowledge of the current local market?
What skills or expertise does your associates and/or team members possess?
How do you personalize your approach to each client?
What kind of results have you achieved for past clients?
How do you stay up to date on industry trends?
What positive impact do your business values have on your clients outcome?
What negative issues do you alleviate or ease for your clients?

Buyers and sellers expect to hear how you will specifically contribute to their success—and why you’re uniquely qualified to deliver that value.

Your value proposition serves as the foundation for all of your marketing efforts and defines what makes you different from alternative solutions and the competition.

STEP #2

Now list each benefit & the alternative(s) to each.

On a chart such as the following, list the benefits you generated in Step 1.

Now list the alternatives your customers have to each one. Solutions which could replace yours (including a customer’s own internal solution). Note, there may be multiple alternatives to a benefit.

Then, assign a value to your benefit over each alternative on a scale of 1-5 (1 = weakest and 5 = strongest). If a benefit has no value over the alternative, be sure to give it a value of 0.

Once you have a value assigned to each focus on the highest valued benefits to ensure your value proposition is conveying the benefits your potential clients want to hear and receive most.

Your value proposition can not possibly cover every value you provide so you will want to focus on the strongest perceived values for your target audience, they are the ones that matter most to your customers.

STEP #3

Make a list of market myths or pain points that buyers and sellers are currently experiencing.

This could be anything that a potential client might be hearing or experiencing in our local current market. These will be the objections you might hear from a current buyer or seller in the market.

Now in the box to the right number each item in order of importance or the one you believe is causing the biggest obstacle for buyers and sellers at this time..

STEP #4

For the top pain points or market myths provide a sentence that either debunks or eases the pain.

Now ask yourself from the above list, should we be including any of these into your value proposition. Are there some that will resonate with all or most all of your potential clients or demographic?

STEP #5

Practice crafting various different value propositions by using the formula below.

STEP #6

Check the path you are on with the following checklist.

_____Does it target revenue by focusing on profitable target markets?

_____Does it target specialization vs. general solutions?

_____Is it clear, concise and easy-to-understand?

_____Does it speak to the buyer’s head—facts?

_____Does it speak to the buyer’s heart—emotions?

_____Does it address a pressing high-priority problem?

_____Does it focus on a single benefit? (Which benefit do your customers value most?)

_____Is it specific vs. general

_____Is it about quantifiable outcomes vs. just a process?

_____Does it speak to the customers goals and wants?

_____Is the customers success the number one priority?

_____Can the customer see themselves benefiting from your services?

_____Does it look to improve quality for the customers?

_____Is it client centric?

_____Does it differentiate you from other options?

_____Elevate you above the competition?

_____Does it communicate why your customers buy from you and why they come back?

_____Does it give them tangible reasons why they should do business with you?

_____Does it mitigate their risk by offering proof points, evidence, guarantees?

_____Does it create a sense of urgency/motivate them to buy now vs. later?

_____Does it include a call-to-action? (Otherwise it’s just information!)

Some Crafted Examples:

With over 15 years in the business, and native to the area, I have extensive knowledge of the local market and pride myself of helping my clients find the right home at the right price and terms.
Every buyer has a unique situation and timeline, therefore I specialize in providing personalized, one-on-one service throughout the entire transaction. Your real estate goals are my goals.
My marketing strategies are proven effective for today's local market, ensuring we are always negotiating, contracting and selling your home at the best price and terms.

A Value Proposition and a niche:

If you’ve got a speciality or are actively focused on a niche, your niche should go hand in hand with your value proposition. Examples:

I was born and raised here in Overland Park, having been very involved in our community, I know much of the history and proposed future developments of this city and how either could play into your purchase decision.
I have the knowledge and experience needed to remove the unknowns, and effectively guide you through the short sale process.
I am a local veteran, and an expert on VA loans, understanding first hand how military benefits, as well as PCS and deployment schedules, can affect the decision to buy or sell a home.
My husband is a local firefighter, and my father is a retired police officer. I know first hand the sacrifices made by our first responders and I pride myself on being a local expert that ensures the real estate transaction is as seamless and stress-free as possible.

Conclusion

Remember, value propositions are about the benefit(s). “I am a licensed real estate agent with access to MLS” is not a value proposition. “My ability to listen to my clients vision of the perfect home and lifestyle, combined with my knowledge of our local communities, neighborhoods and home styles allows for the most informed real estate decisions and successful transactions” is a value proposition.

Understanding your value proposition will help you better align your business decisions with your audience and goals, attracting like-minded buyers and sellers that you flow well with, long after the transaction has closed.

Finding Relevancy Through Your Value Proposition