1. Define your dream client

Defining your dream client and the unique value you offer them. Learn how to attract your ideal client rather than chase them.

Attracting rather than chasing the right leads

Lesson Highlights

Defining what makes you unique so you’re the obvious choice for buyers and sellers in the market

How to craft messages that resonate with your dream client

Download the workbook to help define your dream client & your unique value proposition here!

Why Define Your Ideal Client?

Defining your ideal client is like laying the foundation for a sturdy house. It provides a clear understanding of who you’re targeting, allowing you to create content that connects with them on a deeper level. You want your dream client to see your content and think “wow, this is me!” Or “This is for me!”

By understanding your ideal client’s needs, preferences, and pain points, you can craft messages that speak directly to them, making your social media efforts a lot more impactful.

How to Define Your Ideal Client

Because it’s so important, I’ll say it again: defining your dream client is essential to an effective marketing strategy. After all, if you don’t know who you’re speaking to, how do you create a message that resonates? 

Many agents struggle to define their ideal client, especially if they’re on the newer side. But to make it as simple as possible, ask yourself this: 

Who do I want to work with?

Think about that ideal client in your mind for a moment, and then consider these questions to get a clearer picture:

1. What past client did you LOVE working with? Why did you enjoy it so much?

2. Who are you in a similar season of life to? Sharing this commonality makes marketing to them easier because you already speak their language and understand their pain points! 

  • Have you recently bought a home? Target first time home buyers.
  • Have your kids recently graduated and left home, and now you’re an empty nester? Target other empty nesters that are looking to downsize.
  • Are you part of an expanding family or in a season of upsizing? Target buyers looking for bigger homes that fit their lifestyle and family.

These are all great ideas for the season of life you’re in, so think about where you’re at and what you would be looking for in terms of content. You tend to attract people that are similar to you anyways, so marketing to them can feel more natural and seamless!

3. Identify an opportunity that’s unique to where you live. 

Are you in a growing city with lots of new construction communities being built all around? It might be wise to target home buyers that want new construction. 

Is your market seeing an influx of out-of-state buyers? Target relocation clients.

Does your area have a healthy short-term rental market? Target investors looking for Airbnb’s and vacation rentals!

Once you’ve defined your dream client, you can tailor your social media strategy to effectively reach and engage with them. We’ll be diving into this in section 3!

Determining Your Unique Value Proposition

Your unique value proposition is how you stand out in a competitive world with real estate agents around every corner! Distinguishing yourself from the crowd is essential for success. Having a clear and compelling Unique Value Proposition (UVP) is the key to standing out and attracting clients. Let’s explore what a UVP is and the simple steps you can take as a real estate agent to determine your own unique value proposition.

What Is a Unique Value Proposition (UVP)?

First of all, what even is a UVP? Your Unique Value Proposition is the unique benefit or advantage that you offer to your clients that sets you apart from your competitors. 

It’s what makes you the obvious choice for certain buyers and sellers in the market. A strong UVP communicates your value proposition clearly and persuasively, making it easier for clients to understand why they should choose you over other agents and can help them feel more connected to you.

How to Determine Your UVP

There are two ways to determine this, read both to decide which feels best for you:

1. Internal Reflection & Past Experience

Note: This can help lead you to your dream client, if you’re having trouble defining them in the previous section.

Use your past experience as a real estate agent and in life to lead you to your unique value proposition. After all, we’re all unique and have a different life story!

Follow these steps:

1. Self-Reflection

Start by reflecting on your strengths, skills, and experiences as a real estate agent. What sets you apart from other agents? What unique qualities or expertise do you bring to the table? Consider your professional background in real estate and any prior careers you had, market knowledge, negotiation skills, and any specialized services you offer.


2. Market Opportunity

Similarly to what we did when defining our dream client, think about the needs, preferences, and pain points that are unique to your market. What are buyers and sellers looking for in an agent? What challenges do they face in the real estate process? Understanding the market landscape will help you tailor your UVP to meet the specific needs of your clients.


3. Identify Your Unique Selling Points

Identify the unique selling points that differentiate you from your competitors. This could include your local market expertise, personalized service approach, innovative marketing strategies, past experience that relates to your dream client & their season of life (like luxury properties, first-time homebuyers, relocation clients, investors). Highlighting these unique selling points will help you position yourself as the go-to agent for your target audience.


4. Craft Your Value Proposition

Once you’ve made your list of your unique selling points, any market opportunities you see, and have self reflected on your strengths and experience, craft a clear and concise value proposition that communicates the benefits of working with you. Focus on the tangible outcomes and benefits that clients can expect from your services, such as saving time, maximizing their investment, or simplifying the real estate process. Keep it simple, compelling, and easy to understand.


2. Let Your Dream Client Dictate Your UVP

This is letting your dream client lead to the UVP you’d like to develop in order to target them, if you don’t already possess that unique value that’s required.

That means defining your dream client and becoming the expert required to help them – and therefore attracting them.

Say in the previous section you’ve nailed down your dream client as being upsizers. They’re typically looking for more space for their growing families, and in your area that means moving out of the city and into the suburbs where they can get bigger homes and bigger lots. 

In this instance, you’ll want to become the expert on all things upsizing & suburban. Think about what’s important to this dream client and educate yourself accordingly:

  • School district and nearby school information
  • Parks and recreational things to do
  • Family-friendly activities in the area
  • Local amenities & events that would appeal to families
  • Local safety information
  • Average home price and price per square foot in the area
  • Future growth & development plans for the area
  • Different neighborhoods and their amenities & benefits

You want to be the one with all the answers!

Once you know your dream client and understand the expert you need to become to attract them, write a sentence or two that clearly states your unique value proposition.


I specialize in guiding families to their perfect place to grow in [CITY]

I help buyers find the perfect home where comfort, space & community meet in [CITY]

I help families unlock their suburban dream of more space, great schools, and the perfect place to call home.

Download and use your workbook if you haven’t already to clearly define the concepts in this section before moving on to the next!