Want the TRUTH about how Real Estate Really Works? Click here to subscribe to our weekly Real Agent Memo!

How to Differentiate Yourself

“My cousin Sally just got her Real Estate license, so we’re hiring her to help us buy and sell!”

How often have you heard some variation of the above?  Does it make you cringe?

Don’t these people know that there is a huge difference in skills and knowledge, between Sally, and you?

No, they do not.  Generally speaking, the public believes that one agent is the same as the next. 

You’re just a commodity.

You know this isn’t true, of course.  But, let’s face it:  If you’re in any major market, you have literally thousands of competitors.

Are you able to very clearly articulate exactly what makes you better and different, compared to all your competitors?

If not, guess what?

As far as the public is concerned, you are in fact, a commodity.

Why should they believe any different, when you yourself can’t articulate the difference?

I’m not talking about, “My customer service is outstanding!  I’ve got a solid track record!  My negotiating skills are the best!”

Blah, blah, blah…  That’s what they all say.  See?  You’re a commodity.

Trying to figure out how to differentiate yourself from the masses, has been a struggle for REALTORS® since the dawn of time, it seems. 

I see agents adding cheesy gimmicks to their repertoire, and I shake my head.  These gimmicks don’t even work!  And, the agents know it!

I shake my head further, because I know it’s so incredibly easy to differentiate yourself, and to do it simply with absolute integrity.  

I figured out the “secret” in my first year as an agent. In my second year, I earned over $590,000, and my career took off from there.  No gimmicks required, thank-you very much.

Here’s the “secret”:

I simply explained to my clients, “How Real Estate Really Works”, in a simple and straightforward way that was both enlightening and entertaining.  There are PLENTY of ways to differentiate yourself, using methods that not only actually work (!), but they elevate your status as a true professional, so your clients will respect you as their trusted authority and adviser.

This is not nearly as hard as most of you think it is.

So, how would I deal with the situation where potential clients were going to hire cousin Sally?

“That’s great!  I’ll tell you what I’m going to do.  Since Sally is brand new, why don’t I come over and have a look at your house, and I’ll simply give you a second opinion?  This way, if I have any ideas you want to incorporate, you could suggest them to Sally.  Would that be helpful?  Of course, there’s absolutely no obligation!”

Then I go over there, I show them my full presentation, and blow them out of the water, so they would have to be stark raving lunatics not to hire me.  I don’t even have to ask for the listing.  They’re trying to figure out how to break the news to Sally.

I guess I can help with that…

Question: Does your listing presentation blow your clients out of the water?

No?

Then, why don’t you watch mine, and get some ideas?

Or, maybe you’ll decide to become a subscriber and get full access to my customizable presentation, not to mention weekly mentoring with my Straight Talk Action Plans.  That’s totally up to you.  Of course, there’s absolutely no obligation!

(Honestly, why would you NOT want to watch it?)

One last thing.  If you’re that brand new agent (Sally) with a shiny new license, I hope I’m not the first to break the news to you, but you’ve got a very steep learning curve ahead of you. 

If you’re new and you’re really brave, and you subscribe to the Knowledge First Listing Presentation, and you work really hard and make it your own, you will defeat ANY agent in your market, every time.  I don’t care who they are.  And, it won’t even be close.

The more experience you have, the easier it will be for you to adopt the presentation and make it your own.  It’s all common sense logic, but it’s organized in a way that is flexible for all situations, works on all different personality types, and leaves your clients’ deeply, and rightfully impressed.

If you're a good REALTOR® and you want to be a great REALTOR®, please explore our website here.

—Coach Ted

Close

The Real Agent Memo

The unrestricted TRUTH about how Real Estate Really Works, for hard-working, high-integrity agents who want to learn how to defeat Gimmicky Slicksters.

Sent every Thursday. UNSUBSCRIBE any time.