As an estate agent, it could be said its easy to explain your estate agents features and benefits ... but my intution tells me far its much harder to show the public what you stand for and why. Your mission should never be to invite a like for like comparison between your agency and everyone else's agency. Instead, my gut reaction tells me it should always be to state emphatically publicly and the truth about what makes your estate agency incomparable and worthy of the hose sellers you hope to serve.