How to Answer “What Makes YOU Different from Your Competitors?”

Yasser Khan — Sun, 15 Nov 2020 22:00:00 +0000

SUMMARY

Ever heard home buyer or seller prospects asking you what makes YOU different?

I know I have.

Even if you haven't heard it, I'm sure you've gotten 'hints' from prospects that imply this question, right?
(Stuff like your prospects not cooperating, walking all over you, missing appointments, backing out of deals etc. etc.)

But I admit as a property agent, I never seriously sat down to answer this critical question.

(Honestly, I didn't even realise how critical this question was to prospects until I became a prospect myself. Then the whole game changed and I have many 'AHA!' moments.)

It wasn't my fault though.

I was just copying other agents and doing what they did.
And I wasn't doing what everyone else around me wasn't doing too.

And I wasn't surprised either when all the property agents whom I personally met weren't able to answer this question.
Over the course of my career, I must have met around 227 property agents in person, and not even one of them had a convincing answer to this question!
Zero!

No kidding!

I realised the Real Estate industry as a whole needs to do much better.

Property Agents need better replies than what everyone else is parroting, like:

"I'm Number 1"
"I'm a Top Producer"
"I'm an Award Winner"
"I'm dependable"

It's 2020 and all of these are the WRONG answers!

Because customers are way more sophisticated than ever before!

They have instant access to information at their fingertips
They can anonymously find out home prices, pictures and floor plans
They do not need to work as hard as in the past to search for homes
They are much better informed than many property agents themselves!

Gone are those days when prospects first learnt of homes on sale from the local newspaper classifieds.
The days when it took weeks to print books and inform readers are history.

And the INTERNET has changed it all!

The REAL reason why all the above answers don't make it, is because all these statements are just MEANINGLESS.

They don't mean anything to prospects.
They don't answer the real objection prospects have.

Because none of these statements actually answer the prospects' real, unspoken issue: SCEPTICISM.

You must realise that the biggest, most underrated trend in modern society today is scepticism.

Nowadays, everyone and his dog is sceptical of:

the government
the internet
churches
universities
celebrities
banks
big businesses
charities etc.

Prospects have been burnt in the past.
They're too cautious.
Quick to judge and condemn.
Too slow to trust.

They're simply in self defence mode.

So the real core of the issue is this:

How to overcome this ever-growing, natural scepticism that prospects have (which will continue to grow even more in the years ahead)?

The answer is in a Unique Selling Proposition (USP)

A USP basically answers the question

"Why should I do business with you, why not your competition, even including not doing anything (or whatever I'm doing right now)?"

You need to think long and hard what is it you're comfortable promising clients.

Because that will set up the FOUNDATION of your business.
And only strong foundations last long.

Here are a few of my own criteria to building you own USP:

it must be legal and ethical (approved by your real estate board)
it must be concise
it must be believable

When you're able to follow the above criteria, the statement that you come up with will be your USP.
Once you have that, then you need to really own it and apply it everywhere (on namecard, website, email, blog, social media, profiles etc.)

That's why I wrote my book Property Agent Secrets to answer this critical question, with multiple USP examples, that makes home buyer and seller prospects go

"WOW!!! How do you DO THAT?!"

Get more exclusive real estate agent training here 👉 http://www.yasserkhan.sg/👈

Learn How To Get More Real Estate Leads, More Listings, More Sales, with Less Resistance AND still have a LIFE!

Yasser Khan is a real estate coach, speaker, and trainer at YasserKhan.SG who teaches Realtors how to make more Money, have more Time and enjoy more Freedom without all the B.S.

Hey there! How do you differentiate yourself from other property agents out there and how do you answer the question from prospect from customers from client that why should they hire you compared to all the 30,000 other agents in Singapore? Hi, my name is Yasser Khan and I’m the author of Property Agent Secrets book, which is the most powerful book in the entire real estate industry guaranteed! For a limited time, you can get the book for free and just cover the shipping over at property agent secrets dot com. So, to answer the question “how should you differentiate yourself from all the other agents out there”… I wasn't surprised when, you know during the course of my career, I never thought of answering this question and when I speak to many agents and honestly I’m not surprised that many agents out there have not even sit down and really think through this this question and try to how try to come up with the answer… how should they best answer this question of why should the client hire me compared to many other agents out there right? So the thing this is a problem in the real estate industry because this is how everybody does it and we do what everybody around us does and what around us what all the agents doing what are they doing is basically they are all saying that I’m number one, I’m a top producer hire me you know I’m dependable I provide good service and i think many property agents think that that is good enough in fact that's not good enough if you look at the trend the biggest trend right now in modern society is skepticism everybody is a sceptic everywhere you know scams out there are making this skepticism worse people are being inundated with information they do not know whom to trust and people have lost trust in a lot of things people have lost trust in government people have lost trust in you know churches in leaders people have lost trust in a lot of other things so that is what is based on what's happening in society in modern society around us and I’m not saying that's a good thing or bad thing it's just based on observation and you can see that yes you know the prospects clients are actually more and more sceptical they are harder to convince they are becoming more and more difficult to please so you know there is a lot of barrier out there is natural skepticism out there in the market and as an agent how are you going to overcome how are you going to overcome that perception issue the problem of you know every other agent because you know you know the worst thing that you can face with prospect is indifference right oh in the form of oh just another agent have you heard of that right i i did i showed it as a realtor and that's the bad situation to be in and i never had to face another i never had to you know deal with this kind of situation because i actually you know learn from my mentor how to come up with a unique selling proposition so unit selling proposition USP for short is you know a differentiator you don't want to differentiate yourself just for the sake of it you want to differentiate yourself to get more business and that should be the foundation of your business because the first question that comes in people's mind when they're ready to buy when they're ready to sell when they're ready to invest or whatever is it that they want to do why should I hire you you know above all the other events out there including doing whatever am i doing or not doing anything at all right so the answer to this question is the foundation of your business and you know trust me when i say statement like you know I’m number one I’m dependable i want top producer award none of these stations are the correct answer instead when you say I’m a top producer you know what prospects are gonna say oh just another property agent and when you say oh I’ve been i won awards and I’m dependable we have been number one and prospect is still going to say just another property agent right so it doesn't really answer the real thing so how you should you know answer this question it's very simple just you know like i always tell my agents right you know who your ideal customer is and based on your ideal customer profile you might sit down and understand what is it that your customers want is it top service do your customers want hazel free service do they want attentive you know boutique kind of service or do they want mass market service and then you go and make a unit selling proposition you go and make a promise based on that and then you offer it to prosper you open offer it to customers you basically put it everywhere you put it on your marketing you put it on your advertising you put it on your email social media everywhere you basically own it and that's the foundation of your business and that's the unique selling proposition another way for you to differentiate yourself from all the run-of-the-mill property agents out there is to actually use a lot of you know uh reviews a lot of testimonials right so you know we are seeing the rise of testimonial review sites for that review property agent services based on you know uh knowledge based on a lot of other criteria which to me are purely arbitrary they don't tell you know what the customers went through and in my experience in my experience working with a lot of agents and even in my own real estate business the best way is to actually you know follow my advice that I actually mentioned in my book property agent secrets.