Mike Anderson from Intercap Lending talks about how agents can't be successful in sales or marketing if they don't understand their value and, more importantly, understand the consumers' desire for what they want, and that is driving them to use a product or service. Mike emphasizes value as the top of the list and is the crucial component to sales and marketing.

From a marketing perspective, how much of a difference do you need to separate yourself from your competition? “Mike's found that it’s about 30%.” The discount realty services grab hold of the market because they can create more than a 30% discount on the services they are offering. The question realtors should be asking is, “How can I showcase the value that is worth paying for?”.