Having a Unique Selling Proposition in this business is absolutely critical. However, we should clearly define USP from its origin in order to gain proper context. As stated, it is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands.
The essence of having a Unique Selling Proposition is to answer the question of "why should they choose you instead of the competition."
Aside from having a Unique Selling Proposition, you need to also define your avatar (ideal client). You need to get a clear mental picture of that ideal client and make sure that you’re tailoring your USP exactly for them.
In the context of real estate agency business, your USP should be your "Strategic Plan."
Your plan should recognize that there is a universal process that buyers and sellers go through and it's your job to demonstrate how to get through that process with your plan. Also recognize that even if you gave your plan to your biggest competitor, the way you that you explain that process is impossible to duplicate.
The key point is that you must develop a Unique Selling Proposition that gives you the confidence to differentiate your personal brand!
for full show notes go to http://therealtyclassroom.com/podcast/ep11