Define your unique value. There are many different certifications for real estate included professional negotiating certification. Unique value is also called competitive differentiation. It is value you offer that in truth your competition can not state the same. This is how you rise above your competition. I have found in working with Realtors they often do not do a great job define their value with clients. They do a ton of work behind the scene that buyers and sellers are not even aware.The concept of why do I need a Realtor and the increase in FSBOs is a result of  clients not understanding the value of hiring a Realtor. Try making a list of all the ways you bring value to buyers and sellers. Now I challenge you to develop your buyer and seller packets to hand out that describe the process of buying or selling a home. Include all the things that can go sideways and how you help then. People do not want to be sold to, they want direction and guidance in the buyer/seller journey. This one thing will separate you from 90% of your competition.