I’m Going To Have To Convince Them.

17 Nov I’m Going To Have To Convince Them.

I'm Going To Have To Convince Them

Shakespeare: Rise of a Genius on BBC2 the other night had one Gordon Brown, former Prime Minister, providing some useful insights into the power of words.

Brown explained that in Julius Caesar, Shakespeare set Mark Anthony's speech in verse, whereas Brutus's speech he set in prose.

Def: Verse. writing arranged with a rhythm., usually with shorter sentences. Much like a heartbeat. The language of emotion.

Def: Prose. writing formally, grammatically correct, making a set of observations, providing evidence to back them up.

Brutus makes an eloquent case but it is Mark Anthony who persuades with "Friends, Romans, Countrymen, lend me your ears."

Much the same in politics, where reviled and loved in equal measure, Margaret Thatcher, Boris Johnson and Churchill were able to resoundingly win elections through lighting a fire in the electorate's heart, as well as mind. Despite their flaws.

Theresa May, David Cameron and Rishi Sunak are hard-working, responsible, serious people but they can never be described as visionary.

Estate agency is no different.

The vast majority of UK agents speak and write prosaically.  Dull, lacking imagination and mundane.

Perhaps they've been "trained" to be that way - features and benefits, logic, data, process, plans, charm and virtuosity personified.

The lights are on but there's no-one home.

A quick scan of estate agent's social media posts bring us less than inspiring content.

"Just sold - team work, passion & drive has made this happen."  - they sold nearly £1million worth of homes over the last seven days. Whoopee!

"Here's to another great day everyone."  - complete with a cup of insipid looking latte.

"Need advice on anything property related?"

"I'm happy to share that I'm starting a new position as...."

There's me thinking that social media content was meant to attract potential business, not bore them to death.

That's the problem for many agents - they are so anxious not to offend that they become vanilla-like, tedious and predictable. No signs of anything contentious and solicitous to a fault.

Perhaps that's why I'm attracted to the misfits and attention-seekers?

They have a story to tell and are not shy at coming forward.

Does that make them vulnerable? Open to criticism and denigration by holier-than-thou competitors?

Not in my view. Instead, they stand out.

If they are transparent and authentic, I can live with the faults. I admire the courage. They are in the upper trifecta.

The messy middle comprising the vast majority of agents can amble along in their competitive little world. Hiding behind the brand and self-proclaimed "expert" status. Our paths will rarely cross.

What I can't live with is the bottom third of fake, insincere, contrived, 'experts' that can fool those naïve enough to instruct.

Verse & Prose are readily available to every agency. Yet most stick with the prescriptive style of days gone by.

"beautifully designed to offer versatile accommodation for entertaining and family living alike. Arranged over two floors, the property has been cleverly designed to offer bright and spacious accommodation with exquisite interiors throughout. .... The property is further complimented by an outdoor pool complex."

For an asking price of £6.5 million, the vendors deserve better. And that from an agency that prides itself on presentation and "perfectly portraying the unique details and lifestyle of your home."

What is it about the "beautifully designed", or the "cleverly designed" home that appeals?

Doesn't make you rush to call the agents for a viewing, does it?

Agencies are no better at describing themselves.

"You can count on our team to be enthusiastic, dynamic and positive thinking - with the emphasis on getting results."

That from one of the leading estate agents in my home town of Solihull.

Is that going to convince us?

Nope, just another five minutes of our life that we'll never get back.

It's a commodity industry these agencies are in and the opportunity to stand out from the common is golden.

But sadly overlooked.

Don't imagine the conversation with a prospective client is any more stimulating.

I've seen the slide-deck, the pre-appraisal video and the hopeless advice from agency "trainers".

There's even templates for every situation from one leading "trainer".

Here's an example of a "Fallen-Through Prospecting Letter."

 "Dear Homeowner,

please forgive any intrusion, but I notice that your property appears to be back for sale after having been marked as under offer. I'm sorry that your expected sale did not proceed as planned."

I'm sorry, I can't bring myself to type any more of this garbage. It gets progressively worse.

Where's the compelling headline that inspires the recipient to read on?

Dear Homeowner?

Can't he think of anything less dreary to introduce the agency?

Please forgive any intrusion?

Yeah, come round and talk about how great your agency is at achieving a result and whilst your at it, my car needs washing and the lawn needs cutting!

The polite, charming but servile tone-of-voice warrants that response.

The Blind Leading The Blind is how I describe the current overall state of estate agency "training"- with a few exceptions.

Here's two headlines I dreamt up for clients:

Because of You, I Can't Sleep.

Love The Second Time Around.

Dear Homeowner? Uugghh!

Much like Boris Johnson stormed to a 80 seat landslide victory at the last election through the passion of his rhetoric, so too do agents have to improve their soft skills - writing and speaking.

There's an extensive library of information on the very subject - most of it free.

Check out writers such as Cole Schafer and Jay Acunzo.  My two favourites.

Phil M. Jones, author of Exactly What To Say is widely acknowledged to bring a unique perspective to selling.

Then of course, there's Seth Godin, Tony Robbins and Gary Vee.

All it takes to be a better writer, or speaker, is curiosity.

Start with that. Then ignite passions.

Thanks for reading this far. Happy to help with any advice you need.

Here's how to reach me:

www.persuasivewords.co.uk

www.andsothestorybegan.co.uk

chris@andsothestorybegan.co.uk

Mob: (44) 07369251435

p.s. To those that feel I always comment negatively rather than trying to inspire and encourage -

 

 

 

 

 

 

 

 

Chris.