CREATING YOUR USP IS NOT ABOUT BETTER, CREATING YOUR USP IS ABOUT BEING NEW AND DIFFERENT
When we speak about creating your USP you also may have heard of a UVP. The first one is a unique selling proposition and the second one is a unique value proposition. Both are used interchangeable.
Many times when I speak to business owner and real estate professionals they are unclear what it is or maybe, just maybe, never was creating your USP. So let’s dive into it with this step by step guide to get you up and clear about creating your USP. If you want to understand why you should create a Unique Value Proposition read our article.
So “Anyone” and “Everyone” can offer homebuyer or home seller services which is nothing really appealing in the first place. But something what STANDS OUT with YOU, your process, your… whatever, we are talking a different level.
That is why creating a USP is what makes the difference between any other agent out there and you when someone is looking for Realtor Services from you or from someone else. When someone is looking to solve a problem, they don’t really want something better than what they’ve tried before. They want something from a different perspective, something new and different. When you stand out and can’t be compared to your competitors, they won’t decide on price alone.
If you’re looking for the full architecture across platforms and how the operating system works, start here: Real Estate Marketing.
So creating your USP should focus on something special, a special problem only you can solve. That is when you are able not defend but raise your prices!
Table of Contents
Let’s get right to it how we approach creating a USP step by step:
Step 1: Find Your USP
Find out if you do you have an Idea what’s Your USP or UVP is or can be?
*Unique Selling Proposition or Unique Value Proposition
Step 2: Talking About Features
Write down as many FEATURES you have about the services you provide.
What makes it unique, different and worth WAY MORE value than those of other Realtors
● You are having a virtual business model
● You specialist in GREEN, safe and Eco friendly houses
● Use certifications or designation you hold
● Homebuyer training (Online presentations)
● Offers you make to buyer or seller
● Local Expert etc.
Step 3: Benefits
Write down as many BENEFITS you can attach to those features above:
● No showing in person needed until vertical showing confirmed in person showing (great for of town buyers)
● Negotiates top notch for home buyer saving you thousand of dollars
● Getting the property at a price you want
● Serving you after the transaction has concluded
● Better informed homeowners/ home buyers can make a more educated decision. (any guides?)
Step 4: The Meanings
Now, write down as many MEANINGS you can that are a result of the benefits above (THIS is where the magic begins to happen)
● They don’t have to worry about a stressful closing process
● They won’t have to worry about timely closing
● They won’t need to worry to pay more for the property (seller to not get market price)
● We can help spot problems before they become severe which saves delays, stress, time and money
● Saving you thousand of $
Step 4: Dont Copy and Paste
DON’T Copy other agents USP, they would be unique to you.
Step 5: Creating Your USP – One
Start with one USP, but you don’t have to stop there. You can create as many as you need. One for buyer, one for seller, one for tenants, one for first time buyer…I think you get where I’m going with this. But caution they all should relate to your ideal clients you want to attract, so don’t go with it over board.
Step 6: Rinse and Repeat
Start over with Step 2 and perform this exercise everytime you need a new USP and than use your USP wherever you advertise, in your ads, emails, website, listing presentations, website etc.
And if you want to take a short cut we here is a custom GPT that creates Killer USP’s. In just a few minutes it will create one from the question you answered.
Want To Try It? You just need an email and a free ChatGP account and you are ready creating a USP in your tone and style.
For the full framework (Video + Ads + AI), see the Real Estate Marketing Blueprint.
*Results depend on market conditions, budget, and execution; this content is not legal or financial advice. Always align your targeting and messaging with Fair Housing rules, platform ad policies, and privacy regulations for lead handling.
About the Author
Annett T. Block is a U.S. Business Broker and Real Estate Marketing Strategist specializing in video-first authority, paid distribution systems, retargeting architecture, and AI-supported visibility workflows for established real estate professionals and international investors.
Experience: 29+ years of U.S. Market Tenure | Licensed Florida Broker since 2011.
Outcome: recognition → trust → qualified inbound conversations.
Framework: Florida Connects Inc (E2 Acquisitions) & The Digital Adopters (Authority infrastructure)
Proof points: 2000+ agents/teams/brokers served (2020–2026) through training, implementation workshops, and/or paid distribution engagements.
Featured in: Inman News
Author: From Listings To Legends (Mastering the transition from visibility to authority).
Case Studies: Real estate ad and authority system results.
Author profile: About Annett T. Block
LinkedIn: LinkedIn profile
