module 02 / the buyer counseling session
Education: Specialized training, like the ABR® designation, in the business of representing home buyers. Expertise: Knowledge of the market and process plus skills such as negotiation and communication. Your unique value proposition is your market distinction expressed as the services you offer to buyers. Four elements form the foundation of your buyer representative value proposition: Know Your Unique Value Proposition
Experience: What you have learned on the job.
Essence: Who you really are.
Your value proposition also depends on the type of buyer you want to represent (first-time home buyer, military, international, luxury, investor, etc.). Defining your ideal buyer and their needs, concerns, and fears, and then finding a way to develop a value specific to that buyer, is key. Keep in mind that not all buyers in the same category want the same home or even the same service, which is why it’s important to get to know the needs and wants of each particular buyer. An initial interview to find out the buyer’s priorities will help tailor your value proposition to appeal to each buyer and will demonstrate how you can best meet their needs. Successful buyer representatives welcome the opportunity to share their unique value proposition with potential home buyers. They know that their services present the best opportunity for home buyers to find the right home at the right price. Knowing your own value is the best way to get value for your clients. Revisit and reassess your value proposition periodically to make sure that what you are offering is still what makes you unique. Self-assessments and competitive analyses are not something done just once. They are integral to an evolving and growing business, constantly considering your clients’ needs and wants, and to helping you assess how best to gain an advantage in your local market.
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