How to Take Your Value Prop to New Levels

As a Realtor®, you bring endless value to your clients. But how do you understand and communicate that value to them? During RISMedia’s Rocking in the New Year virtual educational event, a few real estate agent panelists discussed how others can take their value proposition to new levels. 

What should agents be thinking about when communicating value prop in 2025? 

Panel host Keith Ard, president of Northern California and Nevada RE/MAX Gold, asked Alissa Harper, chief sales officer of Inside Real Estate, this question. 

“I think we need to be focusing on our client journeys,” Harper said, emphasizing the importance of professionalism, personalization and modern technology. She encouraged agents to ask themselves if they’re experts, to show clients what’s relevant and tailor interactions to them and to make sure online experiences are modern and mobile-friendly. 

As an agent, how are you thinking differently about 2025 and establishing value? 

Realtor® Heather Stenson said she planned to detail the services she provides to her clients, encouraging other agents to do the same. 

“I’m not just opening a door for you,” she said of her clients. “I’m negotiating. I’m talking to the listing agent. I’m doing all these steps to help you get a better deal on this home.” 

What do you think agents may be overlooking as they plan for 2025? 

“Exactly where a lot of our business may come from,” answered Darin Dawson, chief growth officer of Buffini & Company. 

“A good share of your business comes from your personal network,” he added, stressing the importance of being present in the community and maintaining personal relationships as well as professional ones. He encouraged agents to think beyond past clients and automated messages and remember to focus on building relationships that may be a little more indirect. 

Stenson agreed with Dawson, adding, “Your network and who you surround yourself with is huge in this business.” 

How can technology help agents enhance/reinforce their value? 

Harper stressed the critical role that technology plays, allowing agents to stay in touch, automate tasks and much more. However, she noted that it’s not the answer to every question. 

“Tech is never going to replace the agent,” she said. “It should complement the agent. It should help support the agent.” She encouraged agents to use technology to automate day-to-day tasks to save time and spend more effort on other, more personal ones. 

What’s going to separate the best from the rest? 

“I really think it’s going to come down to mindset,” Dawson stated. “Are you committed to 2025? It’s not going to be the easiest year. Hopefully, it’s better than 2024, but it’s still going to be work. And so, what will you commit to yourself? How will you hold yourself accountable? What’s the plan? How are you going to increase year over year?” 

“What will you do to get your mindset in the right place so you can best articulate your unique selling proposition and win more deals than you did in 2024?” 

Final thought for success in 2025? 

“Great mindsets or great goals have a successful future,” Stenson said. 

“Focus is the key to all economic success,” Dawson added. 

And lastly, Harper concluded, “With change comes opportunity.”