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HOW TO GET CLEAR ON YOUR EXTRA VALUE PROPOSITION

HOW TO GET CLEAR ON YOUR EXTRA VALUE PROPOSITION

April 17th, 2019 Latest News

When you’re at a listing appointment with a homeowner, the difference between them signing you as their agent or property manager and taking their keys to your competitor is your extra value proposition (EVP).

It’s the potential advantage and competitive edge you are promising — as an agent and agency — to deliver to the homeowner.

So how exactly do you hone in on what your EVP is so you can communicate it to sellers and landlords in a clear and compelling way and win their business?

Well, let’s break it down into a three-part exercise for you and your team to brainstorm!

  1. What do you bring to the table?

This is about you as an individual and what you can offer them as their Agent or Property Manager of choice.

It will be through your verbal communication, your body language, your recommendations and case studies etc. that you client will quickly understand what they’ll miss out on if they don’t list their property with you.

What makes you stand out from the rest?

  1. What does your agency bring to the table?

Consider your agency’s background.

What are the need-to-know facts and stats? What does the client need to know they’ll miss out on if they don’t choose you and your team?

What’s your agency’s track record? How many team members will be working with your client? Who are they? What are the skills sets? The recommendations?

  1. What is your strategy?

If you’re a Real Estate Agent, what is the sales strategy you’re going to recommend to ensure the seller gets the highest price possible?

If you’re in Property Management, what is your strategy to ensure your landlord — in the shortest amount of time possible — will find themselves with a great tenant who will look after their property magnificently well?

What are the aspects of your strategy that are superior to your competitors? Remember: a seller’s property is not in isolation – it is always in competition and so we want to ensure it has a favourable position in the marketplace.

How are you going to manage the open homes? How will you manage buyer engagement and follow up? How will you keep the owner informed through the process? How will you upgrade the auction process? What is your private treaty program to ensure you negotiate the highest possible price a buyer is willing to pay?

Now that you have completed this exercise, you should be left with an impressive list of benefits your client will receive from you being their agent of choice. That’s your EVP.

We encourage you to work with it, refine it, learn it and ensure your client knows it too!

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