What's the most effective way to promote your USP?

I have to be honest, the idea of writing a book so my real estate friends could be the author wasn't my idea.

One day, I was pitching my Bestagents marketing system to an agent friend of mine and methodically telling him why he should come on board.

My book, How To Sell Your Home For More had sold more than 200,000 copies at the time and sold on Amazon for $29.95

As a best selling book he could offer free to sellers in his area, it was a no-brainer and the publicity I had whipped up around the book was already turning heads, generating leads from our marketing and winning listings.

But my friend was looking for more.

"Why don't you ghost write a book for me?”  He said. "That way I get the marketing credibility and profile benefits in my area when I promote it"

One of the most valuable marketing lessons I have learned over time is to put yourself in your client's shoes and really understand what they want and how you can help them get it.

Less than a month later another agent asked me the same question and I knew I had to go for it.

Marketing rules and the power of persuasive writing.

So I sat down to write The Ultimate Homesellers Guide for my agent friends and came up with the all-important question: What does every seller want?

If I could answer that question and answer it well, I figured my agent friends would have a book they would be proud of and actively market to sellers in their area.

I figured every seller wants three things: A top market result, in a reasonable time and a great real estate experience so my book had to deliver on these three things and be entertaining at the same time.

I also needed to make sure the book clearly conveyed the author's USP (Unique Selling Proposition) and why they were different to every other agent in the area.

For years I have studied the marketing greats and in particular, the power of persuasive copy.  Why not bring sellers into the real estate world and show them what really goes on?

This way, my authors could quickly establish credibility as a knowledgable local real estate authority and lead their selling clients to the best result.

I split the book content into the five price influencers that determine the outcome of every sale: Presentation, Marketing, Buyer Management, The Market and The Real Estate Agent.

My goal was to help a potential seller understand the dangers of selling and the advantages that come with getting it right and also position the author as the agent who could easily make that happen.

I was super-careful to avoid mentioning specifics like open homes or methods of sale in case it didn’t apply to certain authors and areas. And I quickly decided the book would need to come with geographic exclusivity so the author-agent would be free to promote it in their area without fear of seeing a competitor offer the same thing.

Today, thanks to The Ultimate Homesellers guide, more than 200 agents are published authors brandishing a powerful and evergreen marketing weapon... and the good news is they didn’t need to type one single word!

In 2020 I made the decision to include The Ultimate Home Sellers Guide as  part of the Bestagents marketing system. It’s one of four eBooks and comes with easy-to-edit marketing ideas so new authors can quickly hit the ground running and win extra business using dedicated marketing ideas to promote their book.

We also offer a group printing running on a bulk discount deal at cost so our real estate authors can bulk order physical copies of the book.

Click the button below to see the complete Bestagents package and to check if your area is available.

If we make the decision top work together, I’m looking forward to being part of your success.

Dream Big & Take Names,

Ray 

Key benefits from this course

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