It’s not enough to have a point of difference.
You need to know how to communicate that point of difference in a way that matters to your client.
Every agent says they have a USP—better marketing, stronger negotiation, more buyer reach, deeper database. But unless the vendor understands how that USP benefits them, it won’t cut through.
Because here’s what every seller truly wants—a premium price.
It’s Not a Personality Contest
We’ve all been there. The owner liked you. You had rapport. You felt it was yours to win… But they chose another agent—often one they connected with less—because they believed that agent could get them a better result.
This happens time and time again.
And it’s proof that sellers aren’t selecting the friendliest agent.
They’re choosing the one they believe will maximise their sale price.
Translate Your USP Into a Vendor Benefit
Your job isn’t just to list off your strengths.
Your job is to explain what those strengths actually mean for the vendor.
For example:
- “I’ve got a strong buyer database” → “Which means more competition and potentially a faster, stronger price outcome.”
- “Our team includes a full-time marketing manager” → “So your property will stand out in-market, attract better-qualified buyers, and command a premium.”
- “I conduct my own open homes and buyer follow-up” → “So I can personally control the negotiation and position your home at the top of every buyer’s list.”
Every USP must pass this test:
What does it equal for the owner?
And if the answer isn’t clearly linked to price, trust, or outcome—you need to reframe it.
Focus on What the Owner Cares About
It’s not about ego.
It’s not about overexplaining your process.
It’s about connecting the dots between what you do and what they get.
That’s how top agents win listings—even in competitive pitches. They don’t just say what they do. They say why it matters to the vendor—and back it with confidence and proof.
Don’t fall into the trap of listing features.
Sellers don’t care about features—they care about results.
So the next time you present your point of difference, ask yourself:
“What does this actually mean for the owner?”
Because when your USP clearly equals a premium price in their mind, that’s when the listing is yours.
By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions