Is Your POD, Your POV?

Adrian Knowles, CEO of Harcourts Australia, on How Real Estate Professionals Can Not Only Stand Out but Stand Proud

The real estate industry is one of the most competitive sectors globally. Every day, thousands of professionals jockey for client trust and attention. It’s an environment where the question “What’s your Point of Difference (POD)?” has never been more pressing.

However, I contend that defining your POD is only part of the equation. The real challenge lies in establishing your Point of Value (POV).

A POD without value is forgettable. Your POV is what brings genuine credibility to your differentiation—it’s what gives your promise weight and meaning.

To thrive in an increasingly saturated market, real estate professionals and leaders must define their unique value proposition, communicate it effectively, and embody it with authenticity and purpose.

Why Your POV Matters

A crowded marketplace demands bold differentiation. Your POV is what makes you irreplaceable to your clients—it’s the reason they choose you over anyone else. It extends beyond marketing taglines or catchy slogans; it’s the narrative that authentically aligns your strengths, values, and expertise with your market’s needs.

Without a clearly articulated POV, even exceptional talents or agencies risk blending into the background. That’s not to say a POD isn’t important—but a POD supported by POV transforms you from being just another professional into a trusted and indispensable partner.

Play to Your Strengths

What truly makes you stand out? Is it your unmatched local knowledge, innovative marketing strategies, or exceptional client relationships? Identifying your strengths is the first step to building an effective POV.

To find your unique strengths, start with a self-assessment. Here are a few guiding questions to consider alone or with your team:

• What do we consistently do better than others?

• What values shape our daily work and client interactions?

• What feedback do we most often receive from clients?

  
  

  

  
  

  Once you’ve identified your strengths, anchor them to your client base’s needs. Authenticity here is crucial—your POV must reflect what you genuinely deliver.

Selling a promise you can’t keep will only damage trust, which is the foundation of any successful real estate professional or agency relationship.

Evolve with an Adaptive Mindset

The real estate market is a dynamic environment. Client expectations shift, technology reshapes how we do business, and competitors adapt to every change. To stay relevant, you must adopt a mindset of continuous self-assessment and adaptability.

Take time to recognise evolving trends. For example, digital communication is becoming a major client expectation, as is transparency during transactions. Meanwhile, sustainability is driving consumer behaviour like never before. How does your business adapt and grow to reflect these changes?

Ask yourself this question regularly: "Am I evolving towards my clients’ expectations?" A responsive, forward-thinking POV ensures your value remains unmatched, even as the industry transforms.

Building a Strong POV with Actionable Strategies

Clear strategies will help real estate professionals uncover their unique value and communicate it effectively. Here’s how to start carving your space in the industry:

1. Identify and Align with Core Values

Core values serve as the foundation of your POV—and your differentiator. These values not only guide day-to-day operations but also humanise your brand by creating genuine connections. Are you driven by integrity, exceptional service, or helping families find their dream homes? Bring this mission to life in how you work and interact with clients.

Your values should also be visible across every touchpoint in your business—from initial client meetings to marketing communications and post-sale follow-ups.

2. Get Feedback from Your Clients

Your clients know your true value. Collect their reviews, testimonials, and even constructive criticisms. Utilise this feedback to refine your services and double down on what your clients appreciate most about you.

If clients consistently praise your approachability and guidance during negotiations, highlight this as a key part of your POV. On the other hand, if you receive feedback on areas to improve, address them—it’s another way to reinforce your credibility and commitment to excellence.

3. Create a Memorable Brand Experience

Differentiation goes beyond just skills—it’s about leaving a lasting impression. Whether it’s a thoughtful 'welcome home' gift for new buyers, a personalised thank-you note at closing, or virtual property tours, think about how you can stand out in your clients’ eyes.

Memorable moments build loyalty, fuel word-of-mouth referrals, and solidify your reputation as a brand that cares.

4. Take Your POV Online

Your digital presence is the gateway to new opportunities. Make sure your website and platforms showcase your POV clearly and consistently. Share case studies, success stories, and meaningful content that highlights your expertise and reinforces your values.

For example, write blog posts about market trends, create videos offering home staging tips, or share testimonials from happy clients. These not only position you as an industry expert but also reinforce the value of your services to a wider audience.

Authentic Leadership as the Cornerstone of Your POV

Leadership is central to establishing and sustaining a strong POV—not just for business leaders but for every professional.

At its core, authentic leadership means showing up every day with purpose, integrity, and a commitment to delivering value.

Leaders also set the tone for developing a culture rooted in a shared POV. When leaders define and embody core values, the entire team works toward common goals.

This alignment becomes obvious to clients through the consistency and quality of service they receive.

Standing Out and Standing Proud

The real estate industry is more competitive than ever, but with a well-defined POV, standing out becomes less about shouting louder and more about standing proud—proud in your values, your service, and your role as a trusted guide in one of the most important transactions of your clients’ lives.

By discovering your unique strengths, aligning them with value-driven leadership, and communicating this—and only this perspective—consistently, you not only stand out but also build trust-based relationships that endure.

Start today. Ask yourself, “Is my POD truly backed by my POV?” Define it, embody it, and watch your business rise to new heights.