Astonishingly most agents couldn't begin to clearly explain their USP at all
And it goes without saying that if you can't articulate it, it's highly unlikely that your customers and prospects will be able to understand it.
Don't make the mistake of thinking that your USP is simply an "advertising" or a “marketing” issue. While the way you define your USP will ultimately impact your marketing efforts, you shouldn't view your USP narrowly as simply a headline you use on top of your ads.
In reality, it's a much larger Business issue. Your USP sets the strategic direction for your business. It helps you define where your business is going and what you stand for.
Every day you will be in contact with prospective clients. Your USP should underlie your conversationswith these people to help turn them into clients.