Getting Ahead of the Real Estate Crowd: Unique Value Proposition book for Agents
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This book is for my beloved granddad, Ronald Patton, who threw me into ‘the deep end’ at such a young age, knowing I would swim.
Find the link to the book on Amazon at www.UVPBook.com
This book is written for real estate Agents who wish to convert more ‘home browsers’ to home Buyers, and more ‘home value-checkers’ to home Sellers.
It’s for those agents wanting to convert more prospects into clients, and more clients into ‘forever clients,’ who provide repeat and referral business throughout an agent’s career. One avenue to do this is through being able to offer something of value that is different, apart from the rest of the real estate crowd.
In order to thrive, everyone in real estate - or any business for that matter - needs a Unique Value Proposition (UVP). A well-rounded UVP identifies the target customers (audience), defines what is being offered, and how that offer solves a problem - as well as how it is different to the existing alternative (if that alternative exists).
An Agent’s UVP is often derived from their passion - that which drives them to take action throughout the course of their lives. The UVP is usually already present, buried under the layers and ‘noise of life.’ We all have a passion for something; still, it’s surprising to find how that energy can also be re-examined, and harnessed to provide a stronger foundation in your real estate business. What’s more, looking back and constructing a new foundation (with building blocks that are really already there) makes it easy - and even fun for an Agent to do - as in many senses, they are already doing it!
This is good news, when one considers the importance of Agents having a UVP in this crowded marketplace - something on that first phone call, or meeting which clearly sets them apart, and makes them the ‘agent of choice.’
Contents (see more at www.UVPbook.com)
“The Value of Values” - Introduction by Dave Ulrich 4
Introduction 9
My Big ‘Why’ 11
How The Book Is Organized 13
Chapter 1: Finding Your Unique Value Proposition 15
Let’s Define a Term: ‘Givens’ 15
The Unique Value Proposition Test: ‘80% and the ‘So What’ RULES 17
1. The 80% RULE 18
2: The ‘So What’ RULE 18
Scenarios and Scripts - Leverage Your UVP 19
A framework for creating YOUR Unique Value Proposition 21
UVP - The Three Building Blocks: Affinity Audience, Content Library and
Programs 21
Building Block 1. Affinity Audience 21
Geography 22
Your Previous Work Experience and Connections 22
Cultural Heritage 23
Language 24
Your Interests and hobbies 24
Familial status 25
Real Estate Specialization 25
Building Block 2: Creating Marketing Strategies and Systems designed to
shift a ‘transactional relationship’ viewpoint into long-term client
relationships. 27
Marketing Beyond ‘One on one’ - Getting answers out of your head, and
onto paper 27
Building your content library - MARKETING 28
Building Block 3: Providing you with Programs that anticipate common
real estate obstacles to success, before they happen. 30
Applying The ‘So What’ rule 31
Commission Cutting as a UVP 31
Chapter 2: AllStarCertified’s UVP Programs 32
An Overview of The Programs 33
Program 1: Love It Or Leave It Guarantee 33
“I can’t go around selling homes for free” 34
Love It Or Leave It Scenario 34
Why we offer the Love It or Leave It Guarantee. 35
How the The Love It or Leave It Guarantee came about 35
How our Love it or Leave It Guarantee appears online and in print. 35
Program 2: Homes For Heroes - a Program of Giving 36
Why we use Homes For Heroes 37
How Homes For Heroes came about 38
Typical Homes For Heroes Script - (Format / Italics, etc. / Uniform w Book)
38
How it works when you are starting your Giving Program 39
Ashley Wilson 39
Nick Shivers 39
Adrienne Lally 40
Program 3: Certified Pre-Owned (CPO): The Listing Of The Future 40
What Is Certified Pre-Owned? 41
Why We Developed the CPO Listing 41
Traditional Real Estate Scenario 42
How CPO came about 43
How The CPO Program Works 44
Element 1: The Appraisal 44
The Appraisal as Part of the Traditional Real Estate Scenario 45
Why we use the upfront Appraisal approach 46
Buyers’ Unfamiliarity with Market Conditions 46
An Appraisal can identify which remodeling or repair will bring the most
return 46
Element 2: The ‘up-front’ Inspection 46
CPO and Traditional Scenario: Comparison of Costs Involved 48
Sellers may choose to disclose issues instead of fixing them 49
Getting the up-front inspection on the home 49
Element 3: What is ‘The Home Warranty? 50
Additional benefit of coverage for Sellers, while the home is listed 50
Home Warranty companies claim the Warranty helps the home sell faster
and for more money 51
Typical CPO SCRIPT For Sellers 51
Mark Ramsey 57
Program 4: The Listing Storyboard - Bringing A Listing To Life 58
Sections of the Listing Storyboard 58
1. The Walking-Tour Video 59
2. Agent MLS description 60
3. Lifestyle Interview 60
Example of form used to collect information from the Sellers 61
4. Example of comments on a Listing Storyboard 62
Why we use the Listing Storyboard 62
How the Listing Storyboard came about 63
BETTER OPTICS 64
Putting the Listing Storyboard to work 65
How our Listing Storyboard Program appears online and in print 65
The Listing Storyboard will allow your home to Compete 66
Program 5: Walking-Tour Videos 66
What is a Walking-Tour Video? 66
Why We Use The Walking-Tour Video / Detail 66
How The Walking-Tour Video Is Made 67
DO IT YOURSELF / CAMERA TIPS 67
Practice 68
What is a Memories Video? 71
How The Memories Video Program Came About 71
How The Memories Video Is Produced 72
Pedro’s Listing Storyboard at work 73
Program 6: COMING SOON 73
What is a Coming Soon Program? 73
Three Reasons Why we use the Coming Soon Program 74
Reason 1) Buyers see upcoming homes; Sellers get ‘breathing space,’ to
prepare to list 74
Reason 2) Acquire the Listing at the first meeting 74
Reason 3) More Time To Prepare The Home 75
Marti Hampton’s Coming Soon Program 75
What a professional promotion on ComingSoonHomes.com offers a home
Seller: 76
How ComingSoonHomes.com benefits the Agent: 77
How ComingSoonHomes.com benefits home Buyers: 77
Putting a Basic Coming Soon Program in Place - for free 78
GA Top Agent, Brittany Purcell’s take on ‘Coming Soon.’ 79
Pedro Casanova, top Agent, Miami Fl 79
Program 7: RADIO and Education Programs for Sellers and Buyers 80
WHO comes on the show 80
CONTENT on the show 81
How the show is promoted 82
What if there’s no funding for a radio show? 83
Dan Ihara educates through Seminars 83
Matt Wagner 83
Program 8: PRIORITY Seller AND Buyer 84
What Are The Seller And Buyer Priority Programs? 84
Priority Seller Program™ 84
Priority Buyer Program™ 85
Program 9: SELL FOR FREE BUY NEW 86
What Is The Sell For Free Buy New Program? 86
Program 10: LAND SALES PACKAGES 87
Program 11: LEASE OPTION 88
What is a Lease Option? 88
Benefits of the Lease Option for Sellers 88
How The Lease Option Works 88
Program 12: ESTATE PLANNING 89
Program 13: DIVORCE PLANNING 90
The Agent’s role in a Divorce Consultation 90
The Real Estate Process when divorcing 91
Legal Aspects of the Divorce Process 92
What led me to develop the Divorce Program 93
Program 15: Delivering Excellent Service Brings You Referrals 94
Christopher McNamara 95
Providing the highest level of service for current clients 95
Mike Hicks, The Promise 100
Chapter 3: About the Author: Growing Perspective 103
Life at Home 103
College Years 104
Work life 104
And then came the license 106
Keller Williams 107
AllStarCertified Network 108
Acknowledgements 110
Agents: become part of the growing AllstarCertified referral network, and benefit from the playbooks for the programs, leads, referrals and weekly coaching on how to use the programs. Keep your own branding and all of your commission. Exclusive to one team per KW market center. Facebook message me for more info, or register your interest.
