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When was the last time you sat down and made a list of what you think you do differently from your competition? To the consumer, real estate agents don’t carry a high brand of differentiation, as it appears we all do the same things to sell a property. When thinking about what “special services” each of us can offer, we’re faced with the fact that we basically do the same types of service in slightly different ways. When working with a prospect, you need to stop them in their tracks and have them say “WOW!”

The strategies are much easier than you think, and don’t require a large investment—but like any successful initiative, the plan needs action, execution and consistency.

Here are three tips that will create a substantial difference when you want to deliver a unique, impressive and remarkable experience:

1. Be distinctive, not just different.

From the first point of contact, inspect every aspect of your communication, follow-up, delivery and execution to plan out a truly unique interaction with your prospect. For a listing prospect, consider using a pre-appointment package that is delivered to their door before the actual listing meeting that requires a signature. The act of signing for the package itself creates a higher awareness of who you are, and how you do what you do. Continue to set yourself apart from the competition with a follow-up call from your office to confirm the appointment date and time. The next impact occurs with a subsequent call from your manager endorsing you as an excellent choice, and offering office support. The final action before the appointment is a contact from your lender partner to the prospective client to extend their services for buyer pre-qualification. This team approach trumps a singular offering every time.

2. Connect with high engagement.

Stand out and go the extra mile. Emails might be simple and direct, but consider using a video email for high impact. Use a short video introduction to share what steps they can expect throughout the process of buying or selling. This transparency gives the viewer the opportunity to “experience” you and connect in a more visual and auditory way, and helps you to stand apart from the crowd.

3. Aim for high relevancy in your marketing messages.

Do you get a load of junk mail both on and offline? The truth is, no one wants more information unless they have interest in that product or service. Go for narrowcasting versus broadcasting a marketing message so it aligns with the specific interests of your target market. Instead of offering marketing data for the entire city, get more specific and share both video and downloadable reports that offer hyper-local data particular to a zip code, development or housing segment. The goal is to build a community of prospects that have specific interest in the information, and relevancy is the first step to attracting the tribe.

When you combine a few simple strategies, you’re on track to create a unique level of celebrity authority, personal branding and high visibility designed to attract, connect and convert more prospects to profits.

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