How to Confidently Articulate your Value as a Realtor
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I know a lot of agents who dread the question, "why should I work with you?" Maybe you're on a listing appointment and you get this question, and you're just not confident in how to answer that....
Recently, I was asked a very similar question live during a live training, and I want to share how I approached it, and how you can use my experience to apply it to your own business.
So or catch the replay of this Instagram live here, or tune into the episode as a podcast > Listen to the show on Apple Podcasts | Spotify
I share my top tips for answering this question with confidence and in a way that will let your next home buyer or seller know that you are the right real estate agent for them!
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Let’s be honest: there’s a question that many real estate professionals dread. It’s the one that usually comes up during listing appointments, when you’re already in a competitive situation: “Why should we choose you over the other agent?”
Whether it’s a potential client or even a peer, the question is tough to answer. Maybe it’s a question that makes you nervous. Maybe it gets you thinking about all the things you haven’t accomplished yet, or how you might compare to others in your field. If you’ve ever felt that way, you’re not alone. It happens to all of us at some point. But here’s the good news: it’s possible to get to a place where you can confidently articulate your value, and where answering this question feels exciting rather than intimidating. I’m here to share some insights from a recent experience of mine where I had to answer this very question live on a training session.
The Dreaded Question: What Makes You Different?
It happened during a live training session, and the question came at the end of my presentation: “What makes you different from other real estate marketing trainers?” In the moment, I was asked to explain what sets me apart from my competitors in the industry. If you were in my shoes, you might have felt nervous, or even unsure of how to respond. But I can tell you, when I heard that question, I didn’t flinch. In fact, I was smiling because I knew exactly how to answer.
I wasn’t caught off guard. Why? Because I believe in myself and the value I bring. And that’s exactly where I want you to be when you face a similar situation—whether it’s in a listing appointment or in your own business. The mindset shift is essential: it’s not about comparing yourself to others, but about focusing on what you can offer to your clients.
What’s Really Being Asked: It’s About Them, Not You
When someone asks, “Why should I choose you?” they’re not really asking for a laundry list of your qualifications. They don’t need to hear about your awards or all the things you’ve done. What they’re actually asking is, “How can you help me?” They want to know how you can solve their problems and make their life easier.
This is where many real estate professionals go wrong. They start listing things that might sound impressive but don’t directly answer the client’s needs. Instead, think about this question from the perspective of your client. Focus on the value you bring, and how you can help them achieve their goals.
Your Experience Matters—But It’s About What You Do with It
Now, you may be wondering how you can articulate your value in a way that resonates with clients. I’ll share what worked for me. In that moment, I didn’t start talking about my accolades or awards right away. Instead, I focused on the experience I’ve gained over the years.
I’ve spent almost a decade in the real estate marketing world. That’s not something that happened overnight. I didn’t just stumble into this field—I’ve lived and breathed it. Over the years, I’ve worked with all kinds of agents, from top producers to those just starting out, across various budgets and brokerages. And every single one of those experiences has shaped the strategies I now teach.
When you think about your experience, don’t just focus on the years or the skills you’ve developed. Think about how you can use that experience to help your clients. For example, when I talked about my decade of experience in real estate marketing, I explained how I can take everything I’ve learned about what works (and what doesn’t) to deliver success strategies to my clients.
Don’t Compare Yourself to Others—Stay Focused on Your Client’s Needs
A mistake I see a lot of people make when answering this question is comparing themselves to others. “I’m better than so-and-so because I do X better,” they might say. But that’s not the right approach. You should always come back to one simple question: How does this help my client?
In my case, rather than listing how I’m different from other real estate marketing professionals, I shifted the conversation back to what clients care about. I emphasized that my decade of experience is backed by real, proven success strategies that will help them. Not only that, but I also shared how my work has led to real results—like being an award-winning marketer and being featured in prominent publications such as Inman News.
The key takeaway here is that your experience and achievements are valuable, but they should always be framed in a way that directly benefits your client.
Why Your Awards Matter—and How to Relate Them to Clients
Speaking of accolades, we’ve all been there. We’ve worked hard, earned recognition, and are justifiably proud of our accomplishments. But when it comes to talking about your awards, it’s important to remember that it’s not about bragging. It’s about showing your clients that you have been recognized for doing things right—and that they can trust you to deliver results.
In my case, when I mentioned my awards for website strategy and video content, I made sure to connect those achievements back to the value they bring to clients. It’s not about me; it’s about how my expertise can help them.
Showcase Your Style and Values Through Content
Another way to articulate your value is by showcasing your work. Let potential clients see your content—whether it’s your social media, website, or blog. I’m a big believer in showing not just telling. Through my podcast and my training, I make sure that people can see how I teach, the types of content I share, and the philosophies I stand by.
If you have a portfolio or social media content, invite potential clients to check it out. Let them see firsthand what it would be like to work with you. If you don’t have that yet, consider showcasing your past transactions or client testimonials. These can provide powerful social proof of your value.
Make It Personal: Why You Care
Lastly, what sets you apart isn’t just your professional experience—it’s your personal connection to the work. I don’t just work in real estate marketing; it’s part of my life. My husband is a real estate agent, so I live and breathe real estate every single day. When I’m talking to clients or agents, I think about them in a personal way. I care about their success and the impact my work can have on their business.
And that’s what I want for you, too. When you talk about your value, remember that it’s not just about what you do, but why you do it. When you genuinely care about helping your clients and making a difference in their lives, that’s something they will recognize and appreciate.
Confidently Communicating Your Unique Value in Real Estate
So, next time you’re asked the question, “Why should I choose you?” remember to stay confident. Focus on the value you bring, how you can help, and always keep the client’s needs at the forefront. And most importantly, be proud of the experience, expertise, and care you bring to the table. When you do, you’ll answer the question with confidence—and you’ll win the business.
Ready to start owning your value? It’s time to turn that confidence into results.
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