The one thing all customers are seeking more than anything else is a buying preference—a reason to choose one house over another, one agent over another. When it comes to the house itself, there may be many determining factors: renovated kitchen, open floor plan, LOCATION.

But when it comes down to which agent to use, it’s often left to who Zillow Group or forward the lead to or who a friend or family member recommends.

But it doesn’t have to be this way.

You can pull buyers and sellers to you before they visit Zillow or Trulia or You can naturally attract prospects without referrals from your friends and family.

How? By providing a clear buying preference (a reason to choose you over all others) in their marketing.

What’s the best buying preference? There is no one right answer. The best answer for you comes from examining your values, the experience you provide and what you offer that makes you truly and uniquely valuable when compared to the other options.

You’ll know when you get this right because you’ll see an immediate increase in leads and you’ll experience customers buying from you without bothering to shop around first.