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Buying a new car? I’ll bet you don’t just walk into any dealership and simply look for your favorite color. Chances are you’ve done some homework, kicked a few tires, checked out information on the internet and are now ready to make the next step to purchase that new vehicle.

Unless there’s something very distinct about the car you plan to purchase, any place will do. But when you’re quite specific, seeking unique deliverables, then only a dealership that specializes in the brand and promise you’re seeking will fit the bill.

Although a house and a car are different types of purchases on the surface, the premise for selection is similar. Today, sales is leadership. Anyone can get a ton of information from the internet, check out reviews and use online calculators, but in the end, they look for a common denominator: specialization.

That one item is one of the main distinctions many agents miss. Today’s consumer is looking for expertise to begin a confident and trusting relationship. No one wants to make the wrong decision, especially when it comes to buying or selling a home. The process of going through property searches and then obtaining financing can be a challenge. The most important aspect of the process is knowing that the team you’re working with demonstrates expertise, especially if the purchase requires specialization.

Agents that establish a distinctive brand in their marketplace make it easier to attract the customers and clients that seek that specific service.

One of the most effective strategies to attract customers is to invest in, then market and brand, your particular area of specialization. One of the top differentiators in our marketplace is serving a distinct segment of purchasers, like our military.

Many of our active military and veterans aren’t familiar with the options available to them in the purchase process. If you live in a town that has a military base, invest in the training to help you be their best professional option. The National Association of REALTORS® offers the Military Residential Professional (MRP®) certification, earned by real estate professionals who want to work with current and former military service members.

The MRP® program educates REALTORS® about working with U.S. service members and veterans and their families to find the housing and finance solutions that are best suited to their needs. The course helps equip the agent with the processes and guidelines required to assist members of the military through the home-buying and -selling process. An agent that’s highly trained will support the service personnel with the documentation process, which includes securing the DD214 forms and LES forms needed to apply for a mortgage.

Trained agents are aware of the complications of dealing with our military that address the reintegration into civilian life and can be sensitive to issues like PTSD, credit and future planning in the event of additional deployments.

Agents who work with a good lender partner understand the nuances of VA loans. Choose to work with a partner that specializes in handling these particular loans, as they’re better versed with the issues that can occur. When you combine the expertise of professionals within the home-buying or -selling process, you can be assured that you’re providing the best outcome for our military. Be sure to thank them for their service.

For a complimentary, 36-minute recorded webinar on top tips for working with our military, contact

Terri Murphy is a communication engagement specialist, author, speaker and coach. She is the author/co-author of five books, and founder of Contact her at, or

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