The real estate industry is at a crossroads. The traditional methods that once defined the role of a real estate agent are rapidly becoming outdated. The once predictable process of buying and selling homes is now laden with stress and uncertainty for both clients and agents, not to mention different models - and lawsuits changing the transaction process. This transformation has left many in the profession questioning their place in a world that is increasingly driven by technology and shifting consumer expectations.
Understanding the Problem
As outlined in my book, Find Your Unique Value Proposition, the challenges that real estate agents face today are not just about market dynamics or competition. They stem from a fundamental misalignment between what agents offer and what clients truly need. The process, as it stands, is fraught with obstacles that hinder effective communication, erode trust, and ultimately, lead to dissatisfaction for all parties involved.
Clients—whether buying or selling—often find themselves overwhelmed with concerns that go beyond the transactional aspects of real estate. Buyers worry about the hidden flaws in a property, whether they can afford their dream home, and how their current lifestyle will fit into a new space. Sellers grapple with the emotional turmoil of parting with a home filled with memories, choosing the right agent, and preparing their property for the market. For agents, the pressure to address these concerns while managing the logistics of a sale can be overwhelming, leading to burnout and a loss of passion for the profession.
The Need for Reinvention
Given these challenges, it's clear that the traditional role of the real estate agent must evolve. This evolution requires a shift in focus from merely facilitating transactions to building strong, trust-based relationships with clients. At the core of this shift is the concept of the Unique Value Proposition (UVP).
A UVP is more than just a marketing buzzword—it’s the essence of what sets an agent apart in a crowded marketplace. However, many agents mistake "givens"—the basic services that every client expects—for unique value propositions. To truly stand out, agents must dig deeper to identify what they offer that is both unique and valuable. This might involve rethinking the way they communicate with clients, anticipating potential pain points in the transaction process, and developing innovative solutions that address these issues before they escalate. The 'givens' on the list were gathered from sessions with thousands of agents around the country.
Implementing UVP Programs
The book details several UVP Programs that are designed to help agents navigate this new landscape. These programs are built on the principle of "anticipatory intelligence," which involves proactively identifying and mitigating potential problems before they arise. For example, by developing a systematic approach to addressing common buyer and seller concerns, agents can reduce stress and build stronger relationships with their clients.
Agents; steal a UVP for your zip codes - explore www.SeniorLivingCPO.com
The Benefits of Reinvention
Reinventing the role of the real estate agent is not just about survival in a competitive industry—it's about thriving by delivering a higher level of service that genuinely meets the needs of clients. Agents who embrace this shift will find that their work becomes more rewarding, their relationships with clients more fulfilling, and their success more sustainable.
Moreover, this reinvention allows agents to reconnect with the aspects of real estate that they are truly passionate about. Whether it’s helping first-time buyers find their dream home, assisting families in navigating the complexities of selling a long-time residence, or simply ensuring that every transaction is as smooth and stress-free as possible, agents who focus on their UVP will find greater satisfaction in their work.
The real estate industry is changing, and agents who wish to remain relevant must change with it. By embracing the principles outlined in Find Your Unique Value Proposition, agents can transform their approach to business, moving from a transactional mindset to one that prioritizes trust, innovation, and client satisfaction. This shift not only benefits clients but also reinvigorates agents, allowing them to find renewed purpose and passion in their work.
A key point around reinvention is to find what is special about YOU!
The following is an excerpt from the book around building blocks to form your UVP:
Building Block 1. Affinity Audience - determining what is unique about you, in order to attract your Natural Affinity Audience.
A Natural Affinity Audience is a group of people you have something in common with; through something you share - such as language, work experience, interests or culture. Truly understanding your Natural Affinity Audience can become the basis for your Unique Value Proposition.
While prospecting, have you ever noticed how easily the conversation flows once you’ve determined you have something in common with the prospective client? While this may seem obvious at first glance, I cannot tell you how many classes I’ve taught where people are not examining who their Natural Affinity Audiences really are.
To define your Natural Affinity Audience, start off with these questions:
Geography - where have I lived, what’s my heritage?
Work Experience and connections - what does my resume look like?
What Hobbies and Interests do I have?
What’s my Cultural Heritage?
What languages do I speak?
Geography
One example most agents relate to is a Natural Affinity Audience based on geography.
You’re on the phone with a prospective buyer or seller, and learn that you’ve both lived in the same town, city, or part of the world. It could also be a school you both went to, a common language you speak, or a career you share (or shared). Suddenly, a firm bond is established; why wouldn’t you become their agent of choice? You have a natural affinity with these folks, yet may not be finding a way to attract and own that audience.
Your Previous Work Experience and Connections
Remember that your previous career need not be ‘checked at the door’ when you enter real estate! Your previous work experience is another powerful way to differentiate yourself. For example:
You were a nurse in your previous career. How might that help you in real estate? You have a natural affinity for helping people, and the ‘likability’ factor (hopefully!) and ‘people skills’ you’ve learned in nursing are absolutely applicable to real estate. Along these lines, make a new list of the skills, which can benefit you in your real estate business. Consider www.SeniorLivingCPO.com to utilize your experience in this field, and look forward to 3-6 listings per month, unaffected by economic conditions.
You were a teacher. Put on your real estate garb, and call around the schools; explain that you’re working with a lot of buyers from out of the area, and that they’re always asking you about schools. Make an appointment to go and see the principal, or school manager and learn their UVP. Publish whatever they allow you to, such as an interview with the principle. Once you’ve interviewed five or six key principles in that area, imagine what you will have learned - and can now share. Note: This can work in many previous work scenarios where the industry serves the public.
Whether the field involves Dentists, Doctors, Nurseries, Hospitals or Schools - you have a natural ‘in,’ as you ‘used to be a Teacher, understand the business, and speak their language.’ This is best handled on a blog, so you can leverage it later - posting it out on social media and other channels - and allowing more people to comment on what you’ve written (more about that later). Imagine the rich results you could create!
You worked in a dentist’s office. Something as simple as wearing your real estate garb, going into a dental office and introducing yourself, along with your stack of business cards, could easily bring you more business. If you worked in a business-to-consumer (or B2C) business, make a list of the 20+ offices within a 20-minute drive, and go visit them!
You could introduce yourself with something like: “I used to work in a dentist’s office and yours is impressive. I work with a lot of buyers in the area, and would love to add you to the list of offices I provide; would that be okay?” Start developing a list of all of those offices, share them with clients - and don’t forget to keep visiting. A similar strategy works with any ‘affinity groups,’ so think about how to monetize whatever your ‘group’ may be.
These concepts work whenever and wherever you had contact with the public, whether you’ve worked with Police, as a Firefighter, Veteran or Military office. Get the idea?
Here’s an example of leveraging your previous work experience and connections.
Orlando, Fl. agent Jessica Estrada worked in hospitality for many years, and we discussed how she could leverage that experience. Jessica works with potential buyers who are not currently living in the Orlando area, and knows that providing some insight as to where they can stay when they visit will be valuable to them.
In order to gain a better sense of their overall operations, Jessica meets with the management of several top-rated hotels in her area. These are easy meetings for her, as she speaks the ‘hospitality language.’ The end result is two-fold: first, Jessica has content to share with her buyers, providing an overview of multiple hotels as ‘a short read.’ Second: she also meets many ‘multipliers’ - people who will meet many others - who are likely to have questions about real estate. By leveraging her work experience, Jessica has fun back in her old domain while placing herself as ‘the go-to agent’ for that audience. This puts her prospecting on steroids!
Cultural Heritage
It could be your cultural heritage. While many agents may steer away from this, it’s worth examining; if you come from another country, chances are there are some people in your ‘neck of the woods’ that came from the same place. Why not put a Program together that markets to that portion of the population? It may be a small population, however there’s no reason you couldn’t easily ‘own’ that audience.
You are of Greek Heritage. You can communicate about Greek restaurants, Greek churches and anything else connected to your heritage. You can become conversant about Greek aspects inherent to your location, and soon even become somewhat of an expert on Greek culture in your city. When you become the ‘go-to’ person for your culture, explore how to monetize that relationship - or make sure you’re getting referrals for clients, and ‘owning’ that sector.
Note: this can apply to any culture. Culture can also be applied to a group with which you have a natural affinity (read: LGBTQ, African American, etc.)
Foreign Language
You speak a Foreign Language. Now more than ever, the US has become an even bigger melting pot - and there are obviously many different languages which people have connections to. Chances are good there are others who speak the same language as you in your city - even if it's a relatively small group. Why not decide to be the ‘go-to’ real estate agent for that small group of people? That group may well turn out to be larger than you suspected, and often does.
To this suggestion, the most common objection many agents give is: “No one else would want to work with me.” -It doesn’t work that way. It reflects having a mindset of abundance, not scarcity. Flexibility, not rigidness. If someone's searching online for a Spanish speaker or a Chinese speaker, you will ‘pop up.’ They won’t search using the terms: “whatever you do, give me someone who doesn’t speak Chinese!”
You speak French (insert any language other than English - though even English can be divided into ‘Southern,’ or other dialects). Do you have a blog written in French? A Facebook page that’s in French? Celebrate the French culture in your area (see Cultural Heritage). Maybe only 2% of your community speaks French; still - what a way to own that territory. Imagine the fun that you could have with a blog explaining the southern culture - from your perspective!
Your Interests and hobbies
It’s likely that you share an interest with a large portion of the buyers and sellers who are your ‘prospects.’ Start building content about your key interest and get it out there, so people can find you and relate! This is one of the easiest routes to an ‘affinity audience,’ because you’re taking pictures, making videos and writing about something you already love doing.
You used to work in, or have a love for music. Assuming you still love what you used to do, develop lists of music shops, music venues, music Programs which schools offer, and music teachers - and visit them. Share your knowledge and passion! Remember that you already have a huge insight into their life.
During a teaching event, which covered these ideas, a couple that had recently begun their real estate career visited with me during a break. They described, quite emotionally, how they had previously spent decades together as composer and conductor, and were now struggling ‘to find a foothold in real estate.’ Though once convinced they had to leave their previous ‘passions’ behind, they came to realize that they could incorporate their past into their current profession.
Let’s say you like mountain bike riding. Do you think any buyers or sellers in your market like mountain-bike riding? Why not feature photos and maps of mountain-bike trails on your website, or your blog? Find out where the concentration of mountain bike trails are located - which you’re already somewhat familiar with - because (remember) you love mountain biking. You are going where your passion is. Then, pull a radius of houses within 15 - 30 minutes of mountain bike trails, and feature a link to those houses on the blog, or platform you are using. Have photos and videos from your mountain biking expeditions. This won’t cost you much time, because again - you’re already passionate about it.
Perhaps you love to garden. What kinds of plants grow where you live? What doesn’t do so well? Experiment with different channels to get your message out; ‘Facebook live’ a video of the shoots pushing through, in spring, and then follow it up showing progress. These concepts can also be applied to issues, or a passion for something - such as being the parent(s) of special-needs children, or expertise on non-GMO foods or the even the environment. Note: some issues may be considered ‘hot buttons,’ so, proceed with caution.
One of Boise Idaho’s top agents, Graham MacKenzie, incorporates his real estate business into his love for, and expertise in, being a fly-fishing guide.
“My goal is to become the go-to agent in Boise, Idaho for fly-fishers and trail-runners, when they’re thinking ‘real estate.’ I share my expertise as a licensed fly-fishing guide and passionate trail-runner on blogs and other platforms, and love the discussions that flow from the topics. Whether it’s fishing reports, trail reports, upcoming local races, and interviews with local shop owners, gear reviews and maps - there’s literally something for everyone.
Whenever possible, I create a link to homes available in those related areas. In addition, I often organize group runs and casting lessons as another avenue for creating value to those participating in these sports. I’m also considering a 1% of gross sales ‘giveback’ to groups - likely environmental - who support and protect those hobbies. Eventually, I’ll look into expansion in areas which are meccas for these activities, and help others do the same.”
Familial status
There’s always a student in my class that says, “I’ve only been a parent, or single person living with my parents”. -Phooey!
You know about kindergartens, schools, great shops for kid’s items, mom’s groups, etc. If your parents are older, and you live with them, then you have a huge ‘Affinity Audience’ right there. You could write about your parents’ generation - their values, the Do’s and Don'ts to keep one’s elderly parents happy, etc. You might examine and find ways to build a budget, in order to afford your own home. What if you provide care for someone in your family? Think of the care facilities you’ve developed a huge wealth of knowledge about. Get the idea?
Real Estate Specialization
Most agents do not specialize in a particular type of home. I know this, because I’ve taught thousands of agents, and when I ask what they specialize in, they say: “selling houses.” There are a couple ways you can establish what you specialize in. What do you LOVE to sell? Is it historic homes? Condos and townhomes? Golf Course homes? Waterfront, or Oceanfront homes?
Again, the main objection I hear from agents is: “People will not come to me for everything else.” -Yet, here’s the truth: potential clients are not ‘Googling’ the term: “real estate agent that doesn’t do oceanfront homes!”
Believe it or not, you do specialize in something. Whether it’s the neighborhood you live in, or any other of the above examples - the content lands in your lap every day, as you drive home or go about your regular activities. Most likely, you are already capturing a quick picture of that sunset on the marina, or a video of something on your way home. Perhaps the history of the area provides a springboard for something, from a quick post to an in in-depth article.
Once you tag a picture of the playground you took on the way home, soon you’ll have a number of posts tagged #ThingsForKidsToDoInXYZ (which people can click on, and check out) full of info on kids in your town. That’s the ‘pull effect’ of your marketing. The ‘push’ effect is when you click on the tag, and post “things to do in my town, with kids.” Ultimately, people care more about lifestyle than bricks and mortar.
Examples of Real Estate Specialization
This program offers a heart-warming experience for agents who can help seniors transition into a care community through this program. Seniors often wait on a list for years, and then get the call. Being in your 80's and trying to sell your house can be a challenge; our team of experts helps throughout the process, and releases equity in as little as 14 days. We have agents all over the country getting referrals from communities and we'll train you on how simple this is to role out.
Perhaps you help clients late on payments, or have banking experience or experience selling REO homes. Embarking on the process of selling or acquiring a BANK CPO (Certified Pre-Owned) property is a compelling venture, offering a strategic approach for banks facing late client payments or managing bank-owned assets. This intricate endeavor involves navigating the nuanced landscape of financial transactions, necessitating meticulous planning, strategic decision-making, and a profound comprehension of the banking and real estate sectors. BankCPO provides a product that can become a no-brainer way for banks to sell their homes at a much higher profit than a 'conventional REO sale'
Experience working with builders? Or would like a way for you to differentiate yourself with builders? Offer a service that provides homeowners with a flexible and convenient way to manage the transition between their current home and their new construction. The builderCPO program would essentially function as a bridge loan, allowing sellers to access a large portion of their home's equity upfront, with the remaining balance provided after the home is sold on the open market.
The key benefits include:
Upfront Equity Access: Home sellers can receive up to 70% of their home's equity before their new home is ready, providing financial flexibility during the transition period. The offer can be held until the homeseller knows that their new build is going to be ready. This is always a challenge as so many factors can change the delivery date for the builder.
Predictable Timeline: By aligning the sale of their existing home with the completion of their new home, sellers can avoid the uncertainty and stress of juggling two mortgages or the need for temporary housing.
Potentially Higher Sale Price: The majority of the time, the program delivers 90 to 120% of what they might get from a conventional listing, likely due to the home's "CPO" status, which implies a higher level of care and presentation.
Reduced Hassle: Sellers benefit from not having to deal with the traditional home selling process' typical aggravations, such as showings, negotiations, and repairs, since the service handles much of the work.
This approach is particularly appealing in markets where new construction is common, and homeowners need a seamless way to manage their transition. It combines financial support, convenience, and potentially higher returns, making it a compelling offering for both builders and homeowners.
You can see other types of specialization by clicking on Programs at the top of the website and seeing the options. All of these are extremely affordable for agents, starting at $25 per month to protect zip codes, and zip codes provide an exclusive use of the marketing materials in the program and the bridge to obtaining the offers on homes.
While these examples and questions may seem obvious, upon closer examination you’ll find that they hold many keys regarding your Unique Value Proposition. Defining your UVP lies within your life experiences and the lessons you’ve learned from them; these will always provide a road map towards unlocking the secret to your true audience, and how to best communicate with them.
Once your Natural Affinity Audience is defined, you can figure out what you are communicating, and the best platforms for your message.
Which is the best platform to use?
For busy real estate agents, in order to eliminate a ‘learning curve,’ the best platform to begin with (i.e., social media, print, radio, etc.) is the one you’re already using. You can add more platforms over time, as you master developing your content, and delivering it more consistently.
If you’re faithful to both finding and reaching out to your Natural Affinity Audience, business will come from getting face-to-face time with these folks! Most of them will likely be multipliers; in other words, they might well share your name with many other friends. Consider using the examples above as ways to tie your Natural Affinity Audience back to real estate!
Think about it along these lines: imagine a potential client whose interests and experience include a love for tennis - and you used to be tennis pro. Don’t you think that client would rather work with you on the sale or purchase of a home? Of course they would; you both love the same thing, and you already speak that language. Yet, they’ll never know you both share those passions until you reveal those things about yourself. You're busy thinking that tennis has nothing to do with real estate, other than connections with people.
One of the key programs in the book is 'Certified Pre-Owned Homes' from the network www.CPOexperts.com created in 2007.
A CPO home comprises three main elements, which include the following:
Upfront Appraisal
The professional appraisal provides an objective, dependable price for the home, and replaces the traditional CMA, which is often produced by agents of differing abilities and perspectives.
Up-front Inspections
Any items that come up on the pre-listing inspection are taken care of by the seller, on the seller’s terms. This reduces the chance of stressful, last minute negotiations that often occur once the home is under contract - and can result in a buyer easily walking out on that contract.
Home Warranty
The home warranty covers repair of many units, systems and their components that frequently break down and need repair during the first, expensive year of ownership.
Once these three elements are implemented, the buyer is now purchasing a home that (1) has a professional market value via the Appraisal, (2) has no known issues and (3) will be covered, should issues occur during the first year of ownership.
Why We Developed the CPO Listing
CPO puts the seller in the driver’s seat, by addressing and removing roadblocks, which almost always show up during the average contract negotiation. This becomes especially important to sellers once they realize that up to one-third of contracts fail. Once a property goes under contract, it is essentially off the market - and at that point, few buyers, if any, are considering it. Should a contract fail, that valuable sales time has been wasted. In addition, a home which failed to close can, and often does develop a ‘stigma’ in the eyes of other potential buyers, who may ask themselves - and their agent - why that contract failed!
The CPO process results in a higher probability of the property being sold, while reducing stress during the transaction for all parties.
CPO evolves to CashCPO
While CPO reduced the 'fall out' rate of contracts and all that goes along with that. Cash CPO introduced a process whereby sellers get up to 70% of their funds within 14 days, and then usually a future check when their home gets the 'HGTV magic' treatment and resold. This allows sellers to make a non-contingent offer on their next home, as well as avoiding showings and a sign outside. The resulting home after inspections and the remodel when needed, is now a CPO home, without the upfront investment from the seller. CashCPO is a great example of reinvention of the real estate process.
Agents - use our CashCPO offer to provide a full market value cash offer to expireds and fsbos, as well as on your listings. Not to mention the niche multiplier groups available should you join the network (click on Programs on the navigation bar to see options)
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