Alex Hormozi, the gym entrepreneur, said it best: “Stop trying to get rich. Put all your energy into getting better. When you get better, getting rich will happen as a consequence.”

Getting rich is an output. Getting better is an input.

If you’re not currently the top-performing agent in your area, then simply keeping pace with the competition isn’t enough. And if you can’t clearly articulate why a client should choose you, you’ve got work to do. That’s where your unique selling proposition (USP) comes in — and it’s absolutely critical if you want to win new business.

Build a Competitive Value Proposition Matrix.

It’s a simple table comparing what you’re good at against what your competitors are good at. And if, after filling it in, you don’t feel like you stand out in any area, your clients probably won’t either.

The biggest mistake I see agents make is building their value proposition in a vacuum — without any real consideration of how they stack up in the market. Sure, you might still win a few listings through relationships or price, but you’ll get no leverage from your marketing unless your proposition is truly competitive.

The sooner you fix this, the sooner you’ll start winning business when clients compare you head-to-head with other agents.

Want to get better?

Lean into tech. Upskill. Take courses. Get qualified.
The agents who win tomorrow are the ones getting better today.