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 result, not just open a door.”
Your Unique Selling Proposition (USP)
To attract that client, you must give the market a reason to notice you.
- A USP that resonates.
- A message that’s repeated everywhere.
- A brand that stands for something specific.
The best teams don’t blend in. They own a position in the consumer’s mind.
Hammer It Everywhere
Whatever your USP is—own it. Repeat it. Market it relentlessly. Build your systems, processes, and brand around it.
The only way to rise above the noise is to stand for something different and valuable.
Million-dollar teams aren’t invisible.
They’re unforgettable.
Nick McLean
The Reside Platform: Where leaders go to build teams.
