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What Do You Do Differently to Beat Out Your Competition

Jun 1, 2021

Posted by

Terri Murphy

Bio: Terri Murphy is a communication consultant, speaker, and a published author of 5 books, including her latest with Donald Trump. She is the founder and Pres. of and serves Read more

Sellers are savvy and smarter and surveys prove they are more demanding than ever!  So, what are you doing, saying, or using right now that obliterates the objection: Why should I hire you?

Smart agents understand that as the consumer becomes more selective about their choices, they are forced to up their offerings to meet these new demands.  Very few agents can articulate or demonstrate what they do differently or better than their competitors.  It’s not about more sales, more marketing, but targeted, specific, unique initiatives that get a consumers attention. 

It takes is a truly unique selling proposition, specialization, expertise and cutting edge platforms to dazzle prospects, and a uniqueness to your service model that create true distinction.

Here are some sure fire ways to get the edge up on your competition:

Go Digital! 

The marketplace changes while you inhale, and that requires real time updates and information.  Invest in an iPad to have full resources right in your hand.  Use the iPad to offer a paperless CMA (Competitive Market Analysis) where the seller can participate in the pricing process.  Sellers need to be “WOWED” and harnessing the power of an iPad is a powerful differentiator.

Single Property Website

Can you offer a seller a website specifically for their property with their own special URL that makes it high visibility in their marketplace?  Few agents utilize a single property website effectively to get the property sold!  For high profit results, implement a cohesive, market strategy directing the buying prospects to the site using a powerful integration approach.  This means purposeful posting and engagement resources that include online social channels, video, and more.  Look for a web option that features a professional level web solution that includes turnkey single property website option that will show up on high level searches.  This kind of positioning will get a seller’s attention and get your property from listed to sold fast!

Virtual tours

Virtual tours are a terrific tool, but a tour that offers engagement rocks!  Does your virtual tour include engagement options to help retain the attention of that prospective viewer?  Use a tour solution that offers options to change the colors of cabinetry, flooring, trim and walls, all with a click of a button. Check out

for a tour service that goes beyond a tour with extra services. Virtual “staging and online remodeling and redecorating tools and Facebook apps are just some of the features available.  Remember that today’s buyers often rely on mobile apps, so be sure that your virtual tour includes mobile marketing solutions, and social media apps.  One dimensional virtual tours can’t compete in this advanced arena!

Global Exposure

How much global exposure can you offer the seller or attract foreign buyers?  According to reports from NAR, 82 billion dollars was invested in the USA from foreign buyers.  Without a strong global profile, your listings are invisible to possible buyers.  Not all platforms offer search options for foreign Google searches. Check out  a service that “automagically” converts your properties to over 13 languages.  When you articulate the power of global exposure to your sellers, they are assured you offer truly unique exposure to your listings. 


One of the best ways to create a distinction in your marketplace is specialization.  Today’s consumers, especially GenX/Y and upcoming Millennials demand specialization and are committed to finding that expertise.  Become distinct in an area of specialization and you can guarantee you won’t become extinct!   An excellent example of specialization is top agent, Jack Cotton, a luxury home expert specialist. ( Jack says that luxury doesn’t mean gazillion dollar properties; it can be the top 10% of your marketplace. If you are looking to make higher income per sale, this is a strategy you may want to adopt!   Other specializations are military, first time buyers, or specific property types. In any case, you must BRAND that differentiation so that the consumer can “choose” to work with you because you are a branded expert to that market vertical. (Jack’s power session is available at

You Tube

YouTube is the second largest search engine on the planet and very few agents harness the power of this interactive platform by creating their own YouTube Channel.  Today’s consumer is looking beyond just finding the right property; they are looking to compare lifestyles where the property resides.  Be the first to set up own YouTube Channel, and include playlists to help “sort” your video uploads.  Categories can include an introduction of who you are and what you do, where you do it, and can introduce your team.  Include short videos highlighting the neighborhood or towns where you specialize.  Include a playlist of testimonials from happy buyers, past clients and strategic partners who help you serve your clients and customers.  Video is the single key to creating a position of “celebrity authority” in your marketplace.  You don’t need fancy equipment, but you do need good audio.  For a great affordable and short course on how to use video effectively, visit:

for online instruction and some free video downloads.

More Is More

If you want to win at more listing presentations and get more buyers more easily, offer more resources, more exposure using powerful tools and strategies that provide higher differentiation in the marketplace and you will be ahead of the pack!