Real Estate Value Proposition: Definition and Examples

Updated February 3, 2023

Value propositions are tools real estate agents can use to help them communicate their services and achievements to potential clients. If you're hoping to increase your customer outreach and market your real estate services, it's beneficial to understand why a value proposition is important and how to make one. In this article, we discuss what a real estate value proposition is, its major benefits and how to create a value proposition yourself using a helpful list of steps and examples.

Related: Learn About Being a Real Estate Agent

What is a real estate value proposition?

A real estate value proposition is a statement that informs clients and customers about a real estate agent's value to them and their needs. Most value propositions talk about important details such as what the agent can do for their clients, how customers can benefit from them and why customers should choose the agent over their competitors. Clearly and concisely delivering this information to clients can help them understand the services the real estate agent offers and motivate them to reach out and ask questions about the agent's business and experience.

Benefits of a real estate value proposition

There are some major benefits to creating a real estate value proposition, including:

  • Establishing clear goals: Creating a value proposition can help real estate agents determine their major business goals to help them succeed and develop. Once they establish the goal, they can then use it in their value proposition to attract the attention of customers more easily.

  • Building clientele: Value propositions help real estate agents build more clientele by clearly labeling their services and how they can benefit the local community. When consumers read the agent's value proposition, it can entice them to contact the agent and inquire more about their real estate expertise.

  • Competing with other businesses: A value proposition can help real estate agents show customers how they differ from their competitors in the market, especially if they connect with customers personally. When a customer feels like the agent cares about their wellbeing or problems, it can set them apart from their competitors.

Related: Competitive Advantage: Definition and Examples

How to create a real estate value proposition

Here is a list of steps on how to create a real estate value proposition:

1. Determine the consumer's problem

Determining the consumer's problem is important because it can help you figure out which of your services can provide them with an effective solution and market yourself more efficiently. Though for many, the problem they want to overcome is selling or buying property as quickly as possible, for others it's making the process of real estate transactions as simple as possible.

Once you determine the consumer's main problem, it's beneficial to mention how you can solve it in your value proposition. For example, if you know a majority of your customers prefer fast service, your value proposition might say: "Using my experience as a real estate agent, I can sell your home quickly and easily."

Related: Solution Selling: What It Is and How To Use It

2. Conduct market research

Conducting market research can help you understand how your real estate skills differ from your competitors. Knowing how you differ can help you sell your services to customers and show them what makes your business unique. For example, if you sold a few houses or properties on your own before getting an in-depth knowledge of real estate, you can mention that experience to consumers to demonstrate your natural talent for the career.

It's also important to conduct market research because it can help you understand if there are any current niches or markets that have fewer available agents. For example, if you notice that few real estate agents are selling or buying vacation homes, you can mention your ability or expertise in that area on your value proposition. When customers see that you're able to do something that other agents can't, they might feel more motivated to reach out.

Read more: A Guide To Conducting Market Research

3. Focus on client benefits

Clients like to know how your real estate services are going to benefit them and their current real estate goals. Focusing on how your services can help customers immediately establishes a professional relationship and allows clients to feel like you're dedicated to their needs. When writing your value proposition, it's important to use language that focuses on the customers and their current challenges or objectives. For example, a phrase in your value proposition might say, "Once I learn about your real estate goals or dreams, I dedicate my time to make them a reality."

4. Connect with clients personally

Connecting with clients personally can make the business interaction more human and encourage them to use your services. If a customer doesn't need your services right away but they might in the future, connecting with them on a personal level can also help them remember you and your services for a later time. For example, if you mention on your value proposition that you grew up in the neighborhood where you're currently selling property, it can help them feel an instant connection with you and your real estate business.

It's also possible to connect with customers by demonstrating empathy to their current situation. When you connect with customers through empathy, it can help them feel understood and heard, motivating them to come to you with their problems or challenges. For example, if you mention a brief story in your value proposition about a time you struggled to sell your own home or property before becoming a real estate agent, clients might feel you can understand their challenges better than other agents.

Related: 13 Ways To Build Better Customer Relationships

5. Describe achievements

Describing your achievements can help customers understand that you have the skill set and expertise to sell their home or help them find a new one. It can also help differentiate you from competing real estate agents. For example, if you're one of the few agents in the area who has experience selling residential and commercial property, mentioning that on your value proposition can help demonstrate your wide range of experience to attract the attention of more customers.

When listing your achievements, it's also beneficial to use numbers and percentages to effectively demonstrate your occupational competence. Showing your experience through quantifiable facts can help customers clearly understand your skills and how you can benefit their real estate endeavors. For example, when listing your achievements, you might say, "I sold my last three properties for 30% above the asking price."

6. Redo your proposition every few months

Redoing your proposition every few months can help you make sure that you're efficiently and effectively reminding customers about your services. It's also a great way to update clients about your achievements and current real estate expertise. After you send customers your first value proposition, make a note of your changes in clientele over the following months. If you've gained a considerable number of new clients, consider using the same value proposition for a little longer.

However, if your clientele hasn't increased, it might be beneficial to try a new tactic with your value proposition. For example, if you tried to target a niche market with vacation homes or office buildings but it didn't have the intended effect, consider targeting a new niche market or focusing more on connecting with the customers.

Real estate value proposition examples

Here are a few examples of real estate value propositions you can use to help you make your own:

Example 1

Through my seven years of real estate experience, selling both commercial and residential property, I know I can make your real estate dreams a reality. Whether you're hoping to buy your first house or sell your commercial property to receive a nice return on investment, I will use my skills and expertise to advise you on the most effective buying or selling strategies and find you the best price. I promise to make your real estate endeavors simple and hassle-free, so you can feel encouraged and excited about the next chapter of your life.

Example 2

Having grown up in the Waukesha County area, I am excited to bring my skills and expertise to your local community to help families find their new homes. For the last four years, I've assisted couples in buying their starter home and helped others find a larger space for their growing family. Once I learn about your ideal future home, I will work tirelessly to ensure that we find you the best property at the most affordable price.

Example 3

Buying or selling commercial property doesn't have to be a challenge. Through my seven years of experience, I've had the pleasure of helping clients buy over 40 properties at a reasonable rate and sell over 50 commercial buildings. Using my skills and expertise, I know I can assist you in your real estate goals by consulting with you on different buying or selling strategies and helping you find the best space for the right price. Whether you're looking to expand your business' operations or make a profit on your office space, I can help make the process easy.

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