Avoid Being A Jack of All Trades & A Master of None

“An organization is effective only if it concentrates on one task.  Diversification destroys the performance capacity of an organization.”

                                                   -- Peter F. Drucker

You must always keep in mind your Unique Selling Proposition (USP) will be the heart of that which you build your success, reputation, and prosperity. So if you are not able to absolutely clarify and communicate it, your potential referral partners and clients will not be able to see it.

Whatever type of loan product or service a customer needs at the time, your USP should be so strong it instantaneously brings you into their thoughts whenever they think or talk about the loan niche(s) you specialize in. Additionally, many times the same customer will even call you even when the loan is outside your niche(s).

Success will predictably come when you let your customers know what your USP is through your marketing and practical meeting of that promise still depends upon specificity.

However, your USP must be condensed into its lean, naked, specific nature.

Just go at it. Get a piece of paper and write down a short paragraph of what your USP is. You may struggle at first articulating it in such a compact manner. Don’t worry about it!

Just keep hacking and cutting away at anything that is too general. Doggedly zero in on the most understandable, detailed promise you can make.

Be an enemy of anything that is obscure and simply surplus words. Do this until you hold in your hand a Unique Selling Proposition any customer can understand and grab hold of.

Once you accomplish this, you must assimilate your USP into the very fabric of your business.

According to Jay Abraham:

“Most business owners don't have a USP, only a "me too," rudderless, nondescript, unappealing business that feeds solely upon the sheer momentum of the marketplace. There's nothing unique; there's nothing distinct. They promise no great value, benefit, or service -- just "buy from us" for no justifiable, rational reason.

It's no surprise then that most businesses, lacking a USP, merely get by. Their failure rate is high, their owners are apathetic, and they get only a small share of the potential business. But other than a possible convenient location, why should they get much patronage if they fail to offer any appealing promise, unique feature or special service?”

While there is never a guarantee of success in business, this is the one thing when I'm asked what the most important ingredient is that will give either a mortgage professional or Realtor the the best chance at success...it's developing a compelling and easily understood USP and weaving it into the DNA of your business.

Comments

[Jeff Belonger]

Tony.. this makes sense. If I am reading this correctly, making sure that you have a plan? Finding out what your clients goals are and adapting a strategic plan for them. Giving them options, bit guiding them? Or is it just to late for my brain? jeff

[Tony Gallegos]

Jeff - You are absolutely correct my friend! Have a feeling you do a pretty good job at that.

[Real Estate Blogger]

I also agree completely. Best to focus and be and expert in your very own unique personal niche.

[Tony Gallegos]

Real Estate - Right back at you...really like your site.