Most agents describe themselves in ways that apply to every agent in every market. Same city, same promise, same claim of local expertise. Positioning is not a tagline — it is a throughput mechanism. The more precisely you can describe who you serve, what problem you solve, and why you are the right person, the faster you attract the right clients and the easier it becomes to say no to the wrong ones. This episode covers how to build positioning that is specific, defensible, and fair housing compliant — using situation-based descriptors rather than demographic language, which is both legally required and produces better positioning anyway. The Positioning Worksheet is free in the companion resource folder.

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