Creating A USP
Most Real Estate Entrepreneurs couldn’t begin to clearly articulate in 60 seconds or less what their Unique Selling Proposition is. So your first step in creating one is to decide exactly what your USP is or is going to be.
Most Investors and Real Estate Entrepreneurs never sit down and ask themselves, “Why would any motivated seller choose me over all other choices they have?”, when putting together their USP.
Firstly, find out what’s important to your potential sellers. Picture every one of your potential sellers having a ladder in their mind with a series of rungs on it. The most important benefit occupies the top rung. The second most important occupies the next rung, and so on.
What do you think are on the top three rungs in a motivated seller’s mind?
Obviously that’s going to vary a bit depending on the sector of the business you are focusing in on. But lets say you are targeting sellers with nice houses needing no repairs in mind to high end neighborhoods, and you want to buy using Lease-Options and Owner Financing.
If you said the seller’s top three things here are getting their house sold quickly, getting debt relief, with minimum hassle you would be correct.
But as business people we have a tendency to talk about ourselves rather than what is important to our prospects.
What is it about what you do that really satisfies what your Type A motivated sellers want?
What is it that you do that really relieves them of the anxiety they’re experiencing and will bring them emotional gratification? What is Unique about how you buy houses that gives sellers the relief they are looking for in the shortest length of time?
Remember, when you embrace positioning you have to have something unique and compelling to offer or you will not succeed in attracting motivated sellers.
No, benefits, no motivated sellers. It really is that simple.
Ok. Now that you have identified what is unique and compelling about the way you buy houses, you must be able to clearly state it to your target sellers.
I, for one, didn’t always do this. For example, I used to just bandy the word “cash” around the marketplace making the false assumption that my seller prospects would make the connection that I was Mr. Moneybags who could come in and buy their house regardless of what their situation was.
“ Big Mistake”
First of all, everyone else out there buying houses is just saying “cash” too. But second, and more importantly, people tend to believe the person who first educates them about something, the most. If you don’t explain how your service differs or improves the seller’s situation, you are unlikely to succeed. Consider this fact: if you are not educating your seller prospects, then someone else is.
So What Are some USP’s?
Let me know just that you must formulate your own USP, otherwise it wouldn’t be unique. But to give you a feel for it, here are some I have used successfully, and still use today.
1. The Sell Your Home Quickly USP:
“I Will Buy Your House Within 7 Days So You Can Move On With Your Life!”
2. The Debt Relief USP: “I Show Homeowners With Little Equity How To Sell Their House And Get Out From Under Their Payments In Just 7 Days, Without Taking A Loss!”
3. The Cash USP: “I Will Buy Your Home In 7 Days, CASH In Your Pocket! Call Me And Start Packing.”
Sit down and spend some time crafting your USP. It is the foundation of your marketing. Next month we’ll cover more marketing fundamentals that will put you another step closer to being magneting to motivated sellers. See you then.
Most Investors and Real Estate Entrepreneurs never sit down and ask themselves, “Why would any motivated seller choose me over all other choices they have?”, when putting together their USP.
Firstly, find out what’s important to your potential sellers. Picture every one of your potential sellers having a ladder in their mind with a series of rungs on it. The most important benefit occupies the top rung. The second most important occupies the next rung, and so on.
What do you think are on the top three rungs in a motivated seller’s mind?
Obviously that’s going to vary a bit depending on the sector of the business you are focusing in on. But lets say you are targeting sellers with nice houses needing no repairs in mind to high end neighborhoods, and you want to buy using Lease-Options and Owner Financing.
If you said the seller’s top three things here are getting their house sold quickly, getting debt relief, with minimum hassle you would be correct.
But as business people we have a tendency to talk about ourselves rather than what is important to our prospects.
What is it about what you do that really satisfies what your Type A motivated sellers want?
What is it that you do that really relieves them of the anxiety they’re experiencing and will bring them emotional gratification? What is Unique about how you buy houses that gives sellers the relief they are looking for in the shortest length of time?
Remember, when you embrace positioning you have to have something unique and compelling to offer or you will not succeed in attracting motivated sellers.
No, benefits, no motivated sellers. It really is that simple.
Ok. Now that you have identified what is unique and compelling about the way you buy houses, you must be able to clearly state it to your target sellers.
I, for one, didn’t always do this. For example, I used to just bandy the word “cash” around the marketplace making the false assumption that my seller prospects would make the connection that I was Mr. Moneybags who could come in and buy their house regardless of what their situation was.
“ Big Mistake”
First of all, everyone else out there buying houses is just saying “cash” too. But second, and more importantly, people tend to believe the person who first educates them about something, the most. If you don’t explain how your service differs or improves the seller’s situation, you are unlikely to succeed. Consider this fact: if you are not educating your seller prospects, then someone else is.
So What Are some USP’s?
Let me know just that you must formulate your own USP, otherwise it wouldn’t be unique. But to give you a feel for it, here are some I have used successfully, and still use today.
1. The Sell Your Home Quickly USP:
“I Will Buy Your House Within 7 Days So You Can Move On With Your Life!”
2. The Debt Relief USP: “I Show Homeowners With Little Equity How To Sell Their House And Get Out From Under Their Payments In Just 7 Days, Without Taking A Loss!”
3. The Cash USP: “I Will Buy Your Home In 7 Days, CASH In Your Pocket! Call Me And Start Packing.”
Sit down and spend some time crafting your USP. It is the foundation of your marketing. Next month we’ll cover more marketing fundamentals that will put you another step closer to being magneting to motivated sellers. See you then.
posted by benji at 3:35 PM
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