Jack - obviously the short answer is "THEIR" needs but they really have similar objectives; best price for buyers and best price for sellers. Timely responses from the agent for buyers and communication from the agent for sellers.

How to resonate that into a message - my motto on my phone and on my website is "WOW service for buyers and sellers in Hilton Head and Bluffton." It is up to them to delineate what that means - which gives me a chance to perform at whatever level that means. I have one client who actually leaves messages for me and asks for HER WOW Realtor :-) She also gave me a referral who called and said she wanted to work with Joan's WOW Realtor - so maybe it's working - 

Giving them what they want and need. I do that by being real and authentic ... it is not one size fits all.

Helping them to find success in buying and selling.

That their needs are met and represented well. You tell them and you tell them.

Jack - I think buyers want the right home at the right price, and sometimes they can be unrealistic. Sellers want their home sold quickly for the highest price. Both want an agent who can make sure the transaction closes.

I believe each client is different, and their needs and wants differ.  Communication is key to all of them. 

Price

Fulfilling their 'Wants'  and aiming for achieving satisfaction of their 'Needs'.

Buyers and sellers want to choose the agent who is able to perform.

" I am here to get the job done. I don't list, but I do SELL and Close."

Based on the traffic to your website and blogs you appear to have a good handle on that issue.

However, I am going to publish a blog titled QUESTIONS that address your two issues in significant detail.

I would advise 'most imporant' will be directly related to the client. 1st timer and 70 year old down-sizer. What real estate agents have been TOLD or want to believe is most important to the buyer or seller is off the mark regarding the reality that real estate is a local issue.

To acquire buyers it is important to advertise the qualities they are looking for in a home.  Appeal to their senses not just the number of bedrooms, etc.  For sellers it is important to impress the seller with the fact that you care about getting their home sold.  You will expose their home to the most potential buyers with the best advertising.  You will keep them informed as to what is happening.  When they can believe that you care and will provide excellent service you will usually get the listing.  It works for me.

Honesty & integrity

It seems like saving money is important to both. How to incorporate that into a message, I don't know, but I'm sure there are alot of people on here that have it covered!

The selection of a real estate agent is one of the most important issues.