What's Your USP?

Your "USP" (Unique Selling Proposition) is what sets you apart from your professional competition. What do you do when you're "just" a realtor, mortgage broker or financial advisor? I had that question posed to me by a realtor in Tennessee ... "everyone's a realtor ... how do I set myself apart?"

I made a few suggestions, which I believe transcend into all professions.
  1. Notice the challenges you have with other "professionals" and do the opposite of what they're doing ... such as: failing to return phone calls or respond to emails in a timely fashion. I'm a huge fan of Guerin Senter (Firebird Financial) - and his "how to operate a business" philosophy. When he started Firebird, he gave himself two rules: (1) do what I say I'm going to do and (2) call people back. Its a sad day when that's a high standard that others simply fail to reach. Take the time to set your own standard and do your best to live up to it.
  2. Get on the cutting edge - then take the leader's position. If your competitor's website is "fine", make yours extraordinary. The latest in technology is mobile marketing - you can connect with your clients on a personal level through a device they have with them 24 hours a day: their cell phone. If you don't know what a WAP site is (a website built specifically for mobile devices) find out more here. You can use WAP sites to drive traffic (and streams of income) right back into your company. Blogging isn't the newest in technology - blogging effectively, however, can make all the difference to your bottom line. These are just two examples of things you can do to set yourself apart. Be on the lookout for others.
  3. If you need 200 clients but you only have 80, you "feel" to potential clients you like you need them. Instead, create the mindset that you have a booming, prosperous business with a 198 clients ... and if you take on one or two more, you'll be completely full! Doesn't that feel differently to you? It will to your potential clients as well. This will require you to consciously focus on the positive possibilities and take consistent action toward the achievement of your goals, which means you will be unable to focus on the fear (you'll simply be much too busy). Instead of convincing your potential clients why they should hire you, let them convince you why you need to "let them hire you." You don't have time to work with everyone - or just anyone. You take on only the best, most friendly and incredibly qualified clients (right?). When that is the picture you create in your head about your business, it won't be long until that picture is your reality.
In the end, your USP is really your Unfair Selling Position - its you going for it, being authentic, creating what you want and giving the client what he wants.

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