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Foreclosure Clean Up Biz Owners: Here’s How to Make Your Company Stand Out from the Competition
One of the quickest ways to make your foreclosure cleanup business stand head and shoulders above the competition is to think and market like the big boys. And, you can do this without their big budget. How? By coming up with a unique selling proposition.
If you’re thinking, “I don’t even know what a unique selling proposition is, never mind how to market it.”
Not to worry; here we’re going to explain what it is and why it’s crucial to the success of your foreclosure cleaning business.
An Easy Way to Market Like a Large Company – for Free
A unique selling proposition (USP) is what large companies who have the bank accounts to hire Madison Avenue advertising agencies to use to differentiate themselves from the competition. Following is a famous example of a USP.
Nike: Just Do It.
How to Choose a USP for Your Foreclosure Cleaning Business
Now that you know what a USP is, following are some factors to consider when choosing yours.
Your USP Should Feature a Customer Benefit: This is without a doubt the most important factor to remember when trying to come up with a USP for your foreclosure clean up business. Why?
Because customers aren’t using your company because it’s the cheapest, fastest, most reliable company around. Really! These are all features of your company, not benefits to the customer.
Customers use your foreclosure cleaning business because it helps them achieve their goals – eg, sell a home quicker, get out of debt quicker, get on with their lives quicker, etc.
Always remember this – features talk about your business; benefits speak to the customer’s needs.
Use Your Experience: What do we mean by this? if you’re a general contractor, your USP might be something like “Foreclosure Cleaning Company XYZ: Get it fixed and cleaned with one phone call.”
The benefit to the customer is that you’re a one-stop foreclosure clean up shop. This saves them time, money and allows them to get on with their lives sooner because as a general contractor, you can ostensibly offer clients a plethora of services.
Make it Short: Your USP should be as short as possible. Five or six words is ideal, but if you have to use more to get the idea across, by all means do so. But, try not to go past 10 or 12.
Once you’ve come up with your USP, craft a logo around it and market the heck out of it. Put it on all of your marketing materials and your website. The idea is to have prospects remember you as much by your company’s name as by the benefit you offer them.
Get answers to three frequently asked questions about cleaning foreclosures for a living.