Unlocking the Secrets to Standing Out as an Estate Agent

All Estate Agents Are the Same

If I had a pound for every time I’ve heard that expression, I'd be a very rich man. Yet, for many in the British public, this perception persists. As estate agents, it’s our challenge to stand out and make our business the obvious choice for sellers in our area. So how do we do that? By defining and leveraging our Unique Selling Points (USPs).

What Even Is a USP?

A USP, or Unique Selling Point, is what makes you different from the rest. It’s the reason a homeowner chooses you over another agent. These USPs can vary significantly—some might make a huge impact on sellers, while others barely raise an eyebrow. The key is to identify what sets your business apart and how to communicate that effectively.

There are hundreds of potential USPs you could focus on, and if you don’t already know what yours are, it’s time to figure that out. Why? Because moving forward, they will be essential in establishing your value to potential clients.

The Ultimate USP: You

Among all the possible USPs, there’s one you know better than anyone else in the world: yourself. With around 7 billion people on the planet, there is only one you. No one else shares your unique blend of knowledge, skills, attitude, and personality. This makes you the ultimate USP.

If you’re a solo agent or part of a small team, this becomes even more critical. As the face of your business, you wear many hats: marketer, salesperson, complaints handler, administrator, and, most importantly, cheerleader. People choose estate agents they connect with personally. Your logo may open the door, but you seal the deal.

Passing the “So What” Test

Once you’ve identified your USPs, it’s time to test them. A great way to do this is by applying the “so what” test. Let’s take an example:

USP: We provide professional photography for every property.

So what?

Well, professional photography makes properties look nice, right? Wrong. That’s not the answer sellers care about. The real benefit is that professional photography can help properties sell for more money. In fact, Rightmove data shows that homes with professional photography achieve, on average, 2% more than those without. For a £500,000 property, that’s an extra £10,000. Now you’ve turned a feature into a benefit—a powerful USP that passes the “so what” test.

Here’s another example:

USP: We list properties on all major portals.

So what?

More portals mean more exposure. More exposure leads to more enquiries, more viewings, and ultimately, more offers. This increases the chances of achieving the best price and finding the right buyer who aligns with the seller’s timescale. Again, you’ve taken a feature and turned it into a compelling benefit.

Avoiding the “Show Up and Throw Up” Trap

When presenting your USPs to potential clients, don’t overwhelm them with an endless list. This approach, often called “show up and throw up,” will dilute your message. Instead, focus on three to five key USPs and explain their relevance to the seller.

From my experience, sellers typically care about three main things:

Maximising financial returns: Sellers want to achieve the highest possible price for their property. Your USPs should demonstrate how you can make this happen.
Timescale: How quickly can you sell their property and help them move forward? Highlight your strategies and processes that facilitate a smooth and timely sale.
Customer service: Sellers want to know they can trust you to deliver on your promises. Showcase testimonials, reviews, or evidence of exceptional service to reassure them.

Every seller’s priorities will vary. Some may focus solely on price, while others prioritise a quick sale or a stress-free experience. Your job is to identify their needs and tailor your USPs to match.

The Bottom Line

Standing out in a sea of estate agents requires more than just stating features; it’s about translating those features into meaningful benefits that resonate with your clients. By honing in on your USPs, passing the “so what” test, and aligning your message with the seller’s priorities, you’ll position yourself as the obvious choice—and prove, once and for all, that not all estate agents are the same.