Personalization carries power. Unfortunately, not all prospective buyers will be impressed with every included feature. Your unique selling points (USPs) may be compelling in nature, but they may not apply to every guest who visits the community.
This is where we find the importance of having a concise and emotionally compelling Value Proposition (VP). The VP is intended to go beyond your community’s features and benefits to fit your Target Customer Profile (TCP). Think of the VP as the translator of the USPs. It highlights meaningful aspects that will impact the prospective buyer in a positive way. The value of the benefits must be emphasized and clear to the prospective buyer for this tactic to be effective.
To create an effective Value Proposition, one must start with powerful USPs.
These are general statements about the area, builder, and community. Next, one must identify the Target Customer Profile. For example, is your TCP new families or empty nesters? After, find aspects utilizing our Sales Funnel to outline the USPs catering to your TCP.
Below are examples of VPs that utilize our Sales Funnel as the backbone of the outline.
Area
Lincoln Park has one of the best elementary schools in the area. The
community is located within five miles of a major highway, just 20 minutes from O’Hare
Airport, and features a variety of new shopping and restaurants.
Builder
Rice Homes offers one-, two-, five-, and ten-year warranties, matching all national
builders in the area. We are a trusted, family-owned and operated business with
over thirty years of experience.
Community
Riceville has three community parks, each with playgrounds, and a
25,000 square foot community recreation center.
Lifestyle
Within our community, a recreation director creates programming that
engages our residents in their favorite activities.
Floor Plan
We offer a wide range of floor plans with structural options that
accommodate most requests.
Features
Our included features are comparable but do not differentiate.
Homesite
Our homesites are average for the area and are not a competitive
advantage, but they are big enough for most backyard needs.
Terms
Our terms are comparable to our competitors’ terms.
After creating this outline, it is essential to compact this information into a couple of compelling sentences that speak to your TCP.
Final Value Proposition
At Rice Homes, we offer the security of a comprehensive warranty with the
personal touch of a family business. We build homes to suit your family’s
needs while creating a sense of community and providing a great place to
raise your family. Our community features several amenities, including parks,
playgrounds, and a recreation center with its own program director. With
easy access to all the necessities and a great school system, Riceville is the
ideal community to call home.
