One of the easiest things you can do to make your foreclosure cleanup business stand out from the competition is to come up with a unique selling proposition – and market the heck out of it.
Right about now you may be shaking your head thinking, “I don’t even know what a unique selling proposition is, never mind how to market it.”
Well, don’t worry. Here we’re going to discuss it – and why it’s critical to the success of your foreclosure cleaning business.
Cleaning Foreclosures: Market Like the Big Boys to Bring in the Business
A unique selling proposition, or USP as it’s known in the Madison Avenue world of advertising, is quite simply the feature or features of a business that make it stand out from similar businesses.
Following is an example of a USP.
Burger King: Have it your way.
Remember, the song. It went:
“Hold the pickles, hold the lettuce, special items don’t upset us, all we ask is that you let us have it your way . . . Have it your way, have it your way, have it your way at Burger King.”
How to Choose a USP for Your Foreclosure Clean Up Business
Now that you know what a USP is, following is how to go about choosing one for your business.
Benefit: The most important thing to remember about a USP is that it should center around a benefit to the customer. In the example above, the benefit to the customer is that they can have their burger any way they want it.
Draw on Your Experience: For example, if you’re a general contractor who’s started a foreclosure cleaning business, make this part of your USP. It might be something like, “Foreclosure Cleaning Company XYZ: For all of your property cleanup and general contracting needs.” You get the picture.
The benefit to the customer is that you’re a one-stop shop. For example, many properties that need debris hauled out, they also need lite work done – eg, doors and windows replaced, sheetrock hung, painting, etc.
As a general contractor who now operates a foreclosure cleaning business, you can offer the client all of these services. This means they don’t have to go looking for a contractor to make repairs, in addition to a foreclosure cleanup company to haul away the trash and debris.
Make it Short: USPs should be short so they can be remember – 10-12 words at most, with five or six being optimal.
Once you’ve settled on your USP, craft a logo around it and market the heck out of it. Put it on your website, flyers, pens, uniforms, etc. Pretty soon, everyone will be saying, “You know, the foreclosure cleaning company, the one that handles ‘all of your property cleanup and general contracting needs.’”
And that’s exactly what you want – your foreclosure clean up company to be easily remember – so easily that your USP rolls off their tongue even when they can’t exactly remember your company name.
P.S.: Learn How to Market Your Foreclosure Cleanup Business Right — Right from the Start. While the foreclosure crisis has been a nightmare for many, it has presented a perfect small business opportunity for others. But in order to capitalize, you must know how to market your foreclosure cleanup business — turning it into a success like this foreclosure cleaning business owner — who rakes in $40,000/wk (not a typo).
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Copyright © 2010 Yuwanda Black for Foreclosure Business News. Article may not be reprinted or reproduced in any manner without the express, written consent of the author.