A couple of weeks ago, we were down in sunny San Diego for the event called Lab Coat Agents Live. I had the opportunity to sit down with great realtor, broker, coach, long time expert at converting leads. His name is Brian Curtis. Come check it out.
This is who I was talking about. Not only is he killing it and this whole real estate game, he was also my former coach for years, taught me so much and something big that stuck out that he does every day and helped me in my own business is how to stand out in this crowded, crowded real estate space. You may also know this as a unique selling proposition, or a USP.
SA: First question, Brian, why is it so important to differentiate yourself from everybody else?
BC: Well, when I started in this business in 2005, you put somebody in your car and they were your client. But in 2019, if you say the wrong thing, do the wrong thing, think the wrong thing, there’s 10 other agents to take the call. 100% nowadays, being different is really the key to success. You want to come up with something that’s unique and powerful and something that people can go, wow, I’m want to pick this guy over the 17 other agents that I’m talking to.
SA: So true, man. I love that. Brian, tell me, what’s something that you did to stand out when you first got started?
BC: When I first got started, I felt like the majority of people were just looking for the next deal, next deal, and next deal. One of the big things, and I think it’s more important today than it’s ever been, is getting to do some discovery. Understand who your people are, why, where. Basically, we call it the five W’s. Who, what, why, when, where, and how. If you get to know those people, they will appreciate and understand that you’re just not another person looking to get a commission.
SA: Wow. So right, man. Basically what you’re saying is know your audience and find something to resonate with them. Am I right?
BC: Absolutely. You hear this over and over and over again in sales. I want to close everybody. I want everybody to be my client. But specific is always more powerful than general. Find something that you can connect with somebody, they’ll connect with you, and you won’t have to chase every bit of business over and over and over again. You don’t have to be tricky and learn hard closes. You build rapport, understand people, and work with people who are like you.
SA: Jack of all trades, and the master of none. Brian and I could sit here for hours talking about all this real estate stuff. He’s always so full of the greatest knowledge. But what is one USP that any agent can you get started with right now?
BC: The one I would pick, and it’s really simple, is just create a VIP buyer program. Come up with something that you can offer and it can be things like home warranties. It can be any sort of simple program. It can be just coming up with the things that we’re already doing and repackaging them in a way that makes you look prepared and professional. Remember this, the key to business in 2019 is being better, but it’s also being different.
I told you guys Brian Curtis had a bunch of great content and knowledge for you guys. I hope you liked it. If you did, follow the Hustling Agent and share it with a friend and we’ll see you next time.
