Million Dollar Team Principle #14 – Have a USP and Hammer It Everywhere
Most real estate teams are invisible. The consumer doesn’t even realize they are a team of agents, nor do other agents know they have anything special within their organization.
This is because they haven’t given the market a compelling reason to notice them.
In today’s competitive landscape, being good isn’t good enough.
You can be professional, responsive, experienced, knowledgeable… and still be ignored.
Why? Because consumers are overwhelmed with options. In nearly every market, there are thousands of agents competing for attention. And when all those agents sound the same, clients treat them like commodities.
You either stand out, or you’re forgotten.
The Toll Booth Problem
To most buyers and sellers, real estate agents feel like a necessary evil, just a means to an end.
“They just need access.”
They think: I need someone to open the door, write the offer, or put the home on the MLS.
Agents become toll booth operators along the path to homeownership.
But there’s another kind of client. A better client. The kind who says:
I want the best. I want the agent who can get me a better price, a smoother process, and a guaranteed result.
If you want those clients—the ones who see your value, respect your time, and happily pay your full commission—then you need a USP: a Unique Selling Proposition.
What Is a USP?
Your USP is the promise you make that solves a specific problem for your target client.
It does three things:
- Differentiates you from the sea of lookalike agents
- Attracts your ideal client by addressing their core concerns
- Positions you as the only logical choice
Think of it like this: your USP is your marketing weapon. And your job is to carry it everywhere and use it every chance you get.
Examples of Powerful Real Estate USPs
Guaranteed Sale Program
“Your home sold guaranteed, or we’ll buy it.”
This USP hits the seller’s biggest fear—What if my home doesn’t sell?
Hassle-Free Listing
“List with us and cancel anytime.”
This eliminates commitment anxiety. It shows confidence and builds trust.
Buyer Advantage Program
“Gain access to properties before they hit the market.”
This speaks directly to buyers frustrated by limited inventory and bidding wars.
Love It or Leave It
“Buy with us and if you’re not satisfied in the first 12 months, we’ll sell it for free.”
A powerful promise that makes buyers feel secure.
Performance-Based Listing
“You don’t pay us until you close. No upfront fees. No junk charges.”
This eliminates financial risk and positions you as service-first.
Why Most Agents Fail to Use a USP
Most agents either don’t have a USP or they hide it.
They might put it in fine print on a flyer or mention it as a footnote in a listing presentation.
That’s a huge mistake.
You don’t whisper your USP—you shout it.
Put it:
- In your email signature
- On your open house signs
- On your voicemail
- In your ads
- On your social media bios
- In every marketing campaign
- In your scripts
- On your business card
- In your buyer and seller presentations
This is not about being gimmicky.
This is about being clear, bold, and repeatable.
Your USP is your positioning. Your edge. The reason people choose you.
Coaching Insight: Most Agents Try to Be Everything to Everyone
When you’re afraid to niche or to make a bold promise, you play it safe.
You water down your message. And that’s the fastest way to be ignored.
The truth is: You don’t need everyone to choose you. You need the right ones.
And the right ones are drawn to clarity, confidence, and certainty.
Here’s the irony:
The clearer and more specific your USP, the broader your appeal becomes.
Because everyone loves a professional who stands for something.
The best agents aren’t just the best at service—
they’re the best at communicating their value.
If you don’t define your USP, the market will define it for you.
And chances are, they’ll put you in the “just another agent” box.
But if you own your USP—and hammer it everywhere—
you’ll rise above the crowd and become the go-to agent in your market.
Nick McLean
The Reside Platform
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