Values are like fingerprints - you leave them over everything you touch.
When estate agency is saved the embarassment of being the least trusted of professions (source: Veracity Index 2021) by that venerable institution of Westminster politicians, you know there is a problem.
Even car salespeople and insurance brokers are more trusted. How did that happen?
It happened because there is no crystal-clear differentiation between the respected and the rank. Birds of a feather flock together, as they say.
But when we dig deep and prise away the 'mask' all agents wear and the corporate brand they all hide behind, we find a human being - just the same as us. Someone with worries, concerns, ambitions and desires. Someone, though, that's not prepared to share those with anyone outside of their very close circle.
Which is a shame because when we see others being vulnerable and less than perfect, it gives permission for us to be the same.
The world is suddenly no longer 'fake' and we find it easier to connect on a meaningful level.
Do vendors want the 'perfected, polished and professional' agency? The charming local property 'expert'? Or the maverick agent that everybody knows and loves because she is relatable?
Defining Core Values is the first step to uncovering The Brand Within. What they are and why they matter.
That's the foundation on which your business will flourish and prosper.
It's not scary revealing those values - it just makes you Who you are.
Here are mine:
Curiosity - because I was never interested in more than one thing for much of my life.
Kindness - because I know what it's like to not be kind and it sucks the life out of you.
Candour - I love everyone enough to spell it out, although I have been known to mix in a bit of kindness on the odd occassion.
Integrity - wasn't always so important but I have seen the hurt it causes when it's not in place.
Congruency - what I believe in this moment runs through everything I say and do. When it doesn't, you'll be the first to know.
Core values can change because everything does from minute to minute but they provide a snapshot of whether someone is worth getting to know - rather than simply being known.
If you're considering that a move away from being runner-up on the List of Trusted Professions might be wise, here's how to reach me:
Mob: (44) 07369251435