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Differentiate and Dominate: Crafting a Compelling Value Proposition · The Real Estate Agent Playbook

• 0:00
  what's up everybody
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  with a commission lawsuit behind us
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  and the sun came up on August 18th
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  and everything is going okay
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  I wanted to talk to you again about value proposition
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  and this time I'm going to tell you
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  the only thing you need to start with
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  when you're thinking about building your value
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  proposition and how you build it
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  and it might be something that you don't think it is
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  so stay tuned for that
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  what's up guys
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  I'm Jeremy Kane with the real Estate Agent playbook
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  here on YouTube obviously on the podcast as well
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  uh so excited that that community is growing
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  and I'm talking to people that listen to that podcast
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  regularly verse the YouTube
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  do me a favor once you're once you're on the podcast
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  come on over see my smiling face and the
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  the information is simulcast so far
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  what we will get into
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  some of those podcast style interviews at some point
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  but for now um
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  just know they're both available like comment
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  subscribe share the show on both sides
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  and I'd be forever grateful okay
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  so let's get into it right
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  the importance of a value proposition
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  obviously this is something that has been you know
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  advertised and talked about across the board
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  almost exhausted and there's one thing
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  that is never talked about when we're doing this
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  and I'm going to tell you what that is
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  at the end of this video
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  so make sure you stay tuned but understanding right now
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  why we have to have a value to set forth
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  when we have those initial conversations
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  when we're getting those initial uh
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  client agreements signed no matter what state you're in
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  right where we've talked about it
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  and you know ultimately
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  it's important to have a conversation
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  to secure our pay before we
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  you know go too deep
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  so before we're in it
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  before a buyer even understands what goes into
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  the transaction
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  we have to tell them what goes into the transaction
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  and what we do
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  to differentiate ourselves from the other agent
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  from the agent
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  that they could just click a button and go see a house
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  and so that's the importance of it right
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  I don't have to
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  the labor the point that this is of utmost importance
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  now it's talking about okay
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  how do we build this right
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  as agents okay
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  especially new agents
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  how do I go into a conversation and say
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  this is my value this is what I do
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  when ultimately we just passed a test
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  or maybe we've been out of the business for a while and
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  and we really don't understand exactly how
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  the transaction flows right
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  and if we do
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  understand exactly how the transaction flows
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  how do we articulate our you know
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  value in the transaction and I
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  I get it some of you are like
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  I'm an experience agent I bring so much value
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  I do this
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  I read the hundred things that NAR put out that buyers
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  agents do
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  that's absolutely great and I'm happy for you
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  but we must differentiate ourselves
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  because if we're going down the list of those things
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  or just saying yeah
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  I negotiate on your behalf
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  and I open the doors for you and
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  you know when I'm in the house
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  I help you you know understand the you know
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  pitfalls or some you know
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  things that I might see
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  that may come up or not come up
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  that are really cool that are unique
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  like I have that value like everybody has that right
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  I care about my clients deeply
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  I you know put there for interest first
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  all of these things
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  we have to differentiate because the truth is
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  if they're having more than one conversation
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  typically the the conversation flows in that way
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  so if we can just be a little bit different
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  and actually articulate what we're doing
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  not just read from a list of the hundred and one tasks
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  or whatever that we do
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  that's where this really comes into play
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  so you have to you know
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  show them right and you say well
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  I'm a new agent Germany I can't show them
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  you can articulate a situation and explain how
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  you are using this to help their
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  protect their best interests
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  and so um
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  you can do some kind of role play early on
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  but you just have to step back and understand okay
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  this is what it is because we have to be different
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  and if we're not different
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  then we're gonna really struggle
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  and the No. 1 thing that I think
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  changes in our industry is the market right
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  we do not control the market
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  but often times our livelihoods and our
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  you know
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  flow and our lead generation is affected by the market
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  right if you can be ultra educated on the market
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  you will put yourself ahead of 95% of agents
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  if you can dive in understand where to find the data
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  how to break it down and how to
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  you know network with other agents that
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  you know
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  kind of give you a boots on the ground statistics
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  based on you know
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  their situation or their zip code they're working in
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  this is the No. 1 thing and should be the basis of
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  all of your value propositions
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  and I will tell you if you do this
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  you will be able to have different conversations
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  you'll be able to tailor
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  your value to that client situation
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  or their first time home buyer
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  they are they downsizer are they move up buyer
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  are they an investor right
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  if you know the market
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  and you know the market conditions
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  this is absolutely the foundation to your value stack
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  because if you come across somebody that maybe doesn't
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  you know fully fit into that right
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  maybe your
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  you know a serious investor heavy agent
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  but you know what's going on in the in the market
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  and you can speak to that
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  that's where the game changes right
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  and the cool part is the market is always changing
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  so we're not dropping this static value proposition
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  right because we can take that knowledge of the market
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  we can infuse it in the conversations
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  and every conversation will be different
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  which we're going for differentiation
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  so I think this is massively overlooked
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  so now you're like okay
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  I'm a new agent right
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  I don't fully understand exactly what goes
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  you need to get yourself in the market
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  you need to you know shadow and agent in your area
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  you need to call them and you need to you know
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  seek their mentorship
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  whether they're in your brokerage or not
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  now when it comes to contract writing
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  and deciding how you do that
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  and all the things make sure you consult your broker
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  but seeing how the business works
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  seeing how different people show houses
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  seeing how your personality could
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  really dominate in this industry
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  and finding that right fit
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  like the video earlier this week that I posted
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  talks about like
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  that is absolutely huge
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  and so part of knowing the market is
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  is knowing what the players in the market are doing
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  and so getting out there and
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  you know setting down your
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  your pride a little bit and just saying okay
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  I'm gonna really you know
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  learn what this markets about
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  connecting with industry partners
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  that have that information
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  being a part of your realtor board
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  so that you can get that monthly
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  you know subscription off the top
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  and understand exactly what they put out
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  days on market and all the things
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  but what do those mean right
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  in the grand scheme things in your hyper local market
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  how are those days on market really playing out right
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  because once we get in averages
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  and once we get in all that
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  it's great however knowing those statistics
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  and knowing
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  how to talk about expectations with your clients
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  is absolutely a huge value at right
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  if you're coming off and markets hot everywhere
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  you know in the country and all this stuff
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  I saw something on CNN and you're
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  you're bringing that to your
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  you know local hometown
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  big city or little city
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  and it's not exactly what's playing out
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  then you've just kind of put a wall up for
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  between your client and you
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  and that you know
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  credibility is is in question
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  so knowing the market
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  knowing exactly what's gonna happen in
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  knowing that the market that you're talking about
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  is from the last seven days
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  and by the time we get on the market
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  it may be very different right
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  and so making sure you're reevaluating those comps
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  if you have the listing appointment in week 1
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  and the listings not going active till week 4
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  make sure you're paying attention to the market
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  make sure you're getting into those homes
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  make sure you're seeing you know
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  what they're going under contract for
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  how quickly they're going under contract
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  and so if you can base your entire value
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  stack around your knowledge of the market
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  building a value proposition is 100% easy
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  like and that's absolutely the case
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  and if you are interested
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  I just so
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  have a section in my foundation's builder course
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  that is called knowing the market
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  and finding the winners in the market
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  so if you'd be interested in that comment course below
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  and I can reach out to you
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  we can have a call I can talk about
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  you know the costs and all those things
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  but my the reason I built that course is to
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  you know help agents really build a foundation
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  their business choose pillars
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  understand knowing the market
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  understanding their client journey
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  and have accelerators and trailer boards
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  and all the things to help you do that
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  so if you're interested in that comment course below
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  and I will definitely reach out to you
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  and we can get something on the books
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  but if not and you're just kind of confused
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  book a Realtor Game plan call always available to help
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  hop on a call for 30 minutes
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  get to know you your business and what's going on
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  because my goal is to help you win
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  every single day of the gamer
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  real estate we'll talk to you next time
• 9:18
  don't forget to like comment subscribe
• 9:20
  click that bell
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  share the podcast and we'll see you next time