24 Jan We Care Most About Who You Are.
We Care Most About Who You Are - what you do, and how well you always do it, not so much.
You should, too!
That's the fundamental flaw in the real estate sector. A focus on competence instead of character.
Congratulations on all those "awards" and on being the ubiquitous "local Property expert" but it's not enough.
All it does is force your agency into comparison.
Here's the kicker - those that compare your expertise/services aren't qualified to judge. They only know what they are told. More often than not, they are given only half the story.
It's not much more than a stab in the dark for potential clients because that story is pretty much the same given by every agent.
Valuation, + or - 10%.
Fee, + or - 0.5%
Marketing, the database of "qualified buyers, social media exposure and portal promises.
Customer service - 5 star seems to be the new mediocre.
Potential clients don't know for sure that you're the best fit because they don't know what you know. They're being invited to compare, that's all.
A comparison that, by association, cages you alongside every bottom-feeder agency transgressing the boundaries of Integrity. That's what happens in a commodity sector.
Life and business isn't a competition and if you see it as such, you'll take other people's success as your defeat and vice versa.
"Comparison is the crush of conformity from one side and competition from the other- it's trying to simultaneously fit in and stand out."
Brené Brown.
There's this liberating freedom in it being OK, if people dislike you.
You can't please everybody, so best focus on those with whom you find affinity. That can take time, but less so if you, and they, are transparent enough to share values, convictions and beliefs.
The freedom of having a close-knit circle of people that think and act alike. That give open, honest feedback when they disagree. That support through thick and thin,
The alternative is a room full of 'strangers' that you're hoping to impress.
All problems are interpersonal relationship problems. They have the touch of other people in some way or another. The more we know and understand about the people in our lives, the easier it becomes to address issues that might arise.
"Better than" has been ingrained into nearly every agent by limited thinking bosses and "trainers" that would have you compete.
Don't imagine you're inferior, or superior in any way.
To those you class as competition, or those you would have as a client.
Put your self on the same level as others - neither above or below. Ignore those that encourage you to be the Digital Mayor, an authority, or the Local Property Expert. It doesn't impart credibility - just the impression of superiority. It's simply a gimmick for the easily-satisfied.
It's not that hard to simply be yourself? No matter how low your opinion of oneself. I love finding people with potential.
I've yet to meet or learn about any person that wasn't incredible in some way or other. The very fact that we're alive is testament to that.
There's so much more to anyone than What they do. It's time to be seen as something other than a realtor.
Personal Brand is the manifestation of self-awareness. It allows you to align your core values, beliefs and convictions with your true self. Bringing clarity of purpose.
In ditching the mask we all wear to overcome our insecurities. we need to find the courage to be different. Diversity without separation.
We care most about Who you are.
Our decisions are usually made emotionally before any sense of logic kicks in. Because when a realtor tells us they are effectively "better than", we only have their word for it. If we don't find affinity in Who they are, we don't find logic in what we are told.
Personal Brand isn't a choice that commits you long-term, either financially or emotionally. If you don't enjoy self-awareness, or find little value in how it can broaden your perspective of both life and business, bring it to a halt. Nothing ventured, nothing gained.
For the results-driven agent, Personal Brand can attract someone in an instant, or not at all. It all depends on what you say, when and where.
One thing I can tell you, though, is that Personal Brand will attract the people that belong in your life.
Reason enough for me.
If it is for you, here's how to reach me if you need help:
chris@andsothestorybegan.co.uk
Mob: (44) 07369351435
Thanks, as always, for reading.
Chris.
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