Differentiate or Die (Just Not Like That)

What happens when agents actually follow the advice, "articulate your value"

Live look at agents trying to "differentiate.”

SCENE: Any sales meeting since 8/24.

BROKER (to agent) “Moving forward, you’ll need to better articulate your value.”

AGENT (to broker) “What exactly does ‘articulate your value’ mean?”

BROKER (to agent) “Demonstrate why someone should hire you versus another agent. Differentiate yourself from your competition.”

AGENT (confused, but curious) “Ok - got it. I’m not sure how to do that. Can you help me with that?”

BROKER (unsure and not trained how to actually do that) “Our talented marketing department can help you design anything - talk with them about creating anything you want.”

(…agent leaves the meeting, experiences a mild existential crisis, and discovers IBRE. They claim their unique value proposition and return, excited to execute, with customized marketing material…)

AGENT (motivated returns to the broker) “I’ve worked hard to understand and articulate my value. I went to our marketing department to help me deliver it, but they said I’d need to get approval from you first.”

BROKER (slightly uneasy): “Oh. Ok…well, hold on…let me see here - uhhh, we’re going to need this to get this approved by X, Y, and Z.”

AGENT (instantly sensing conflict) “Umm, ok, what’s the problem?”

BROKER (unsure about this new territory) “This doesn’t sound like what we typically send on behalf of our agents.”

AGENT (getting defensive) “But didn’t you tell me to differentiate?”

BROKER (now in maximum unknown territory) “Well, yes, but I’m not sure this is allowed.”

AGENT (now wondering why he was left to wander on his own) “How? What do you mean?”

BROKER (honestly confused and can’t answer what’s in or out of bounds) “Let’s schedule a meeting to see if we can find some middle ground.”

AGENT (now fully conflicted and frustrated) “You mean go back to looking and sounding like every other agent here?”

I wish the above conversation were unique.

It isn’t.

I wish this had only happened once.

It hasn’t.

I wish it would stop.

It won’t.

Why?

Because most working in our industry haven’t articulated their unique value proposition, and even fewer have created a marketing and operational plan to support it. The approach is unknown to them, therefore uncharted, and unnerving.

In a word? Scary.

If management teams haven’t articulated their own value, they’re resistant to agents answering the call and doing it for themselves.

What’s more troubling is that this scenario reveals a deeper contradiction within many real estate brokerages: they push agents to differentiate themselves in a crowded market, yet become uncomfortable when that differentiation actually happens.

Here’s the reality: if you’re going to ask your agents to articulate their unique value, you need to be prepared for them to actually do it. And doing it means they might not sound like every other agent in your office.

That’s the whole point.

Brokerages that truly support agent differentiation understand this fundamental truth: the strongest brands aren’t built on rigid uniformity but on authentic individual voices operating within a coherent framework.

The most successful companies in our industry don’t fear agent individuality - they embrace it. They establish clear brand guidelines that provide structure while permitting personal expression. They hire agents who embody the company's character, so encouraging expression isn’t intimidating. It boosts market share.

So before you tell your agents to articulate their value, ask yourself:

• Have you clearly articulated your office’s value proposition? Don’t ask a question you cannot answer for yourself. It’s a massive breach of trust and a bad look.

• Do you have brand guidelines that define parameters while allowing personal expression?

• Is your marketing department equipped to support diverse agent voices rather than police them?

• Are you prepared to hear and support authentic differentiation that might challenge your comfort zone?

If you answered “no” to any of these questions, you’re setting your agents up for the exact frustration depicted in the conversation above.

The irony is painful: we tell agents to stand out in a sea of sameness, then hand them an anchor of conformity when they try to swim.¹

The brokerages that will thrive in the coming years understand that their strength comes not from forcing agents into a single mold, but from creating a framework that amplifies each agent’s authentic voice while maintaining brand coherence.

So yes - ask your agents to articulate their value. But be ready when they actually do it. Because if you’re not, you’re just teaching them that differentiation is something you talk about but don’t actually want.

And that might be the fastest way to lose your best talent.

1. If this has happened to you, don’t lose hope. It’s more common than you think. If you’re struggling (as a broker or an agent) to articulate your value or construct an office framework, reach out. You don’t have to wander or wait.