21 Nov Time After Time.
Time After Time.
What makes a song/tune catchy? A phrase, or speech memorable?
Repetition. Over and over and over and over again.
Studies show that repeating a phrase makes it more believable, whether true or not.
Repetition adds emphasis, giving rhythm to words, making things easier to follow.
Music legend Gwen Stefani's seminal song Hollaback Girl is a case in point. Or how about Rihanna's Shine Bright Like a Diamond where that lyric is repeated 24 times and the word diamond no fewer than 38. Beyoncé's "Single Ladies" more than holds its own.
"I have a dream" and "Let Freedom ring" are oft repeated phrases in the memorable speech by Dr. Martin Luther King.
"It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness." - Charles Dickens.
"Never give in. Never give up. Never, never, never. - in nothing great, or small, large or petty, never give in except to honour and good sense. - Winston Churchill's address to Harrow School.
Time after time, I see estate agents over-complicate things. Trying to justify their local property expert status.
The more ideas that a vendor has to consider, the less the conversion rate.
The age-old philosophy of " demonstrating value", or "adding value" is past its sell-by-date.
We're not dealing with school kids that require it spelt out - "this is our agency, this is what we do, this is our why, this is why you should choose our agency." it shouldn't be linear.
If the potential client doesn't know Who you are, you're already in deep water. Perhaps even out of your depth.
In effect, a stranger invited in to state & prove your worth - to an already apprehensive potential client that hasn't the skillset to compare your agency to any other.
Good luck with that!
Repetition of a SINGLE point of persuasion, effectively your core message, is key.
Whether your agency focuses on brand awareness, marketing skills, global network, low or No fee, years of experience or something more worthwhile, that message bears repetition.
What gets repeated gets remembered.
When our brains find something easier to process, they like it more than a similar thing that is not as easily processed.
You do want them to remember your agency, don't you?
Be repetitive but don't be boring.
Find different ways to present your core message.
Features, facts and benefits are boring. Market share, surveys and "Best roads in.." even more so.
Use stories and examples that all feedback to your core message.
Not only does repetition comfort the potential client, but it leads to mastery of your topic
With mastery comes confidence, discipline and, perhaps more importantly, humility.
The recognition that someone else doesn't have the requisite knowledge and that you have mastery and the time to help, as much or as little as they need. It's a sign of great emotional intelligence in someone and it's so attractive to vendors when many agents give off an air of superiority and inauthenticity.
Self-confidence is important. But without compassion and humility, it's just arrogance.
"Pride makes us artificial and humility makes us real." - Thomas Merton.
Local Property Expert? Tell them time after time if that's what you believe matters.
Time will tell.
Thanks, as always, for reading this far.
Here's how to reach me should the need arise.
chris@andsothestorybegan.co.uk
Mob: (44) 0769251435
Chris.
Sorry, the comment form is closed at this time.