It doesn’t take a genius to recognize that there are a lot of mortgage brokers and lenders out there, and in certain locations, it appears that we’ve reached saturation. Have you ever had a potential customer tell you, “I already deal with my bank” or “I’m satisfied with my present broker?” What would a typical mortgage specialist say in answer to such an objection? “I’ve got better service” or “I’ll get you better pricing” is generally the same tired old slogan you hear time and time again. Does this ring a bell?
Super mortgage professionals like Zanda Wealth, on the other hand, have mastered the art of creating and effectively articulating their unique selling proposition (USP). They are one of the best mortgage brokers in Adelaide, which distinguishes them from every other mortgage expert out there. “best pricing” and “best service,” in case you hadn’t realized, aren’t going to cut it! Your USP should be something distinctive and memorable that answers the question in your prospect’s mind: “Why should I do business with you instead of all the other options?” Don’t be shocked if your clients defect to your competition if you don’t have a compelling explanation.
What is a mortgage or real estate unique selling proposition?
“The aspect or consideration that is given by a seller as the reason that one product or service is unique from and better than that of the competition” can be termed as a unique selling proposition (USP). In basic terms, a unique selling proposition (USP) is what distinguishes you from other mortgage or real estate specialists. It’s what causes a potential customer to take a breath, see clearly, and pay attention to what you’re saying. Consider it from the perspective of the consumer. Every day, they are bombarded with advertisements from potential mortgage and real estate businesses. And because they’re all the same, they’ve become numb to them!
Is your current USP truly unique?
Reliability, honesty, and communication abilities are frequently touted as a company’s USP. Or that they have the most cutting-edge technology, the most competitive prices, or the most distinctive items. What’s more, guess what? Clients want you to provide excellent service, be trustworthy, and communicate frequently. You have standard technology, similar rates, and the same items, with occasional exceptions. You’re effectively telling them that you’re unique because you only perform the bare minimum. Or you’re attempting to sell something that isn’t all that unique.
Find your one-of-a-kind mortgage or real estate USP
Your list is most likely now empty. Even if it isn’t, the next activity will help you expand on whatever thoughts you still have. It’s critical to ask the following questions to figure out what your USP is. Make a note of the answers on your worksheet.
- What do we want to be known for in our market?
- What kinds of customers do we wish to attract?
- What is one thing we can prove we do better than everyone else?
- In our location, what is an underserved market?
- Is there anything about our methods or procedures that distinguishes us from the competition?
- Is there a compelling story here?
Perhaps you wish to work with high-net-worth clientele. Maybe you can guarantee a 10-day turnaround on underwriting. Perhaps it’s something completely else. Right now, the objective is to just scribble down some thoughts. Think wisely, be creative, and let your concepts fly.
There’s one thing you should keep in mind. Your one-of-a-kind selling point is something that helps your client rather than you. They have to think of it as something genuinely distinct and different. You might want to take a step back if you don’t know your target audience or what they want or need. Begin by determining who you’re attempting to reach. Take a look at the first and second stages in this post.
Create a unique selling proposition for mortgages or real estate
After you’ve come up with a few USP ideas, it’s time to choose one and work on it. We need to focus on the specific aspects of this one concept that make your USP genuinely distinctive! Here are some things to look at and write down regarding your selected mortgage or real estate unique selling proposition.
- How can you distinguish yourself from your immediate competitors?
- What is the best way to measure this difference? What is the national average in comparison to you?
- For whom do you have a unique selling proposition? Describe the sort of individual who would be ideal for providing your one-of-a-kind service.
- Who is it not intended for?
- What procedures do you need to do to ensure your USP in the future?
This stage will need some effort. Allow yourself plenty of time to conduct your study. Calculate your figures if it’s a quantitative question. If the information is more qualitative, consider the best manner to communicate it.