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Differentiation is the Difference

Written by: Gaylen Thornton

Article Overview: What differentiates you from every other Realtor® in your town? Are you achieving the success you want or do you wonder why others are accomplishing more than you, even those in your office? Ask yourself these questions; how am I different from all the other agents in my office, in my profession? Why should clients list their property with me or why should people want me to represent them in purchasing a home?

Differentiation is the Difference

What differentiates you from every other Realtor® in your town? Are you achieving the success you want or do you wonder why others are accomplishing more than you, even those in your office? Ask yourself these questions; how am I different from all the other agents in my office, in my profession? Why should clients list their property with me or why should people want me to represent them in purchasing a home?

Having a real estate license, being smarter than anyone in your office, driving a better car, working long hours, all these facts may be true, but it doesn't set you apart from everyone else. Do you shine above all the others because of your positive "can do" attitude, commitment, ethics, skills, communications, or programs? What kind of first impression do you make when people see you? Do any of these thing set you apart from the pack?

The old adage you never get a second chance to make a great first impression. The well respect Roger Ailes of Ailes Communications indicates that people make a quick assessment of other people within seven seconds of first meeting them. What sort of instant impression do you make on others? What kind of attire do you wear when meeting and talking with potential clients? In Arizona where temperatures can reach 115 degrees in the summer, I have seen everything from shorts and tank top to suits and ties on agents. What would be the best "outfit" to wear would vary among people, however either extreme would be out of place for a professional out in the heat showing homes. Whatever is worn it should be clean, neat and tasteful which says "professional" and sets you apart from the shorts or jeans agents.

Roger Ailes has consulted with 3 US Presidents, Senators, and TV personalities and in every case the message he teaches is; YOU ARE THE MESSAGE. Just as with the first impression as to what you are wearing, what kind of verbal communication skills you have can differentiate you from others as well. Excellent communication begins with good conversation. Roger Ailes says, "It is an art comprising listening, reacting, enthusiasm, empathy, and mutual understanding of thought." How often are you thinking of what to say while the client is giving you valuable information on likes, dislikes, wants, or needs, but this information is missed because you are lost in your own thoughts. Listening, truly concentrating and listening will set you apart from other agents.

Now that you are different by your professional appearance and communication skills, what value do you add to the client? In challenging economic times, prospective clients want value for their hard-earned money. Definitely offering something of tangible value will attract clients and set you apart. For example, a home warranty service contract protects homeowners against unforeseen or unexpected repairs may be the added value to capture the clients business. It may give the buyer peace of mind and a comfort level and saves them from having to purchase one on their own. It also indicates "partnership" with you as their Realtor®.

How about using a title company that offers a "pre-sale" closing discount when the escrow account is opened? This is offered when the home is initially listed and may save the seller and buyer as much as 50% on the Escrow Fee. Once again this may be just the "selling or buying edge" you need to get that home sold. There are other ways to add value but it is up to you to think "outside" the box as to what added value will land you the prospective client you are selling.

Setting yourself apart from the herd will be an investment with making and it starts with self-evaluation. It is never easy to critique ourselves and view areas of improvement and enhance our skills but it will be worth it. An honest inventory of yourself will help you to find ways to differentiate from every other agent in your town and achieve the goals you have set. Differentiation will be the difference in your success.

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Article Tags: attitude, ethics, first meeting, great first impression, jeans, old adage, presidents, profession, real estate license, realtor, roger ailes, second chance, senators, seven seconds, suits, tank top, temperatures, ties, tv personalities, verbal communication skills



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