How Much Easier It Is To Be Critical.


How Much Easier It Is To Be Critical.

"How much easier it is to be critical than correct."  - Benjamin Disraeli.

If you're an estate agent, afraid of criticism.

Afraid of not being liked.

An agent afraid of standing out, rather than fitting in.

Then, "the world's your lobster, my son", to quote Arthur Daley.

A world where con-men, hucksters and others seek to profit from your reluctance to be who you really are.

If you don't have critics, it's likely too that, you have no fans.

Fans, as in raving fans. As in, those that will share your ideas and beliefs with their friends.

Not the database of hot leads and even hotter buyers that many agents tout as their reason for getting the instruction. Not the 'friends' on Facebook or Instagram.

True fans. Fans that would miss you if you were gone.

With those fans, though, come critics.

You don't get one without the other.

There's only one other option.


And that's, regrettably, where most estate agents/realtors feel most comfortable.

Being everything to everybody. The widest possible net.

Afraid to say what they truly think in case it drives business away.

Happily ensconced in their commodity world where better, not different, is the goal. Encouraged even.

My agency is better than your agency. My brand is stronger.

Just don't ask me any awkward questions that might require me to be transparent.

That indifference has enabled potential vendors to form this opinion of you as an agent, or agency.

That you're just another estate agent. Same as all the rest.

Criticism is good for you. 

Embrace it.

Donald Trump, Nigel Farage & Boris Johnson have as many detractors as they have fans.

But they each have an audience.

A big audience that hangs on their every word.

An audience with whom there is communication and trust.

If you are to build such an audience, you have to have something to say.

Be good at articulating that thought and brave enough to have the conviction to defend your ideas.

It doesn't have to be controversial. It does have to be emotional.

Emotional, so that your audience feels something.

Acceptance of your thoughts.  Or rejection.

Either is good.

Either is better than indifference.

That's where Personal Brand comes in.

You can tell the community all about the prevailing market conditions, the hidden gems, the best areas for growth and return on investment. But so can every agency in town. You might imagine it's building your credibility and authority. If it is, then it is for every other agency that does likewise. Don't hope that they won't copy you.

If you're successful, they will.

Though there won't  be many critics of your factual information strategy.

Possibly not many fans, either. They won't be eagerly anticipating your next update.

The market is what it is. It won't divide opinion.

But - if you have an opinion, on all sorts of topics; that - will divide opinion.

That will grow audience.

That will make you recognisable.

That will get you the attention you so obviously crave as an agent.

You should live with the critics.

Either embrace them, or ignore them.

"The lot of the critic is to be remembered by what they failed to understand." - George Edward Moore

But remember this:

Rationalising with your critic only devalues what you have to offer. You don't need to explain yourself to your critics.  Only to those who believe what you believe.  The true fans.

That's Personal Brand.

personal brand

This is who I am.  This is what I believe.  This is what matters to me.

I hope you like it.

If it's not for you, thanks for taking the time.

It takes courage to stand out.

To be different.

To articulate what you think, but have been afraid to say.

The end result, however, is that it will make your job easier.

Your audience are almost already sold.


The critics will never buy, so they won't be a waste of your time.

Everything to everybody will be just a distant memory.

"The reason we craft messages is to deter those we don't want to work with."  - Ryan Fletcher, Agent Marketing Syndicate.

Estate agency is becoming ever more polarized.  The hyper sales environment where hustle is the name of the game, versus a more refined, precise and personal style.

The latter is a growing market.  The former, becoming ever more desperate.

Choose one side.

Just don't try to be both.

Vendors will see right through you.

Thanks, as always, for reading.

If you have any questions on Personal Branding for estate agency, I'm happy to help.  My advice is always free.


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