The Curse Of Better Than.

The Curse of Better Than.

Many estate agents worship the idea of being "better than."

Better, especially, than their competition.

"You only eat what you kill" - the phrase rather sums up the limited thinking.

It's easy to understand why but at the same time,  it's a curse.

Not only for realtors but for all of humanity - many claim it is "better" to follow a specific religion, it is "better" to be male/female; it is "better" to be successful. All manner of opportunities to demonstrate superiority.

Superiority - as in -

"I win, therefore you lose."

Competition has its place - in sport where there are defined rules and the outcome is always a finite result.

Not in business where the rules are vague and the outcome uncertain.

Doesn't stop "trainers" offering the killer scripts for overcoming objections, or the advice to be "always closing" or to "never take No for an answer."  Like some street-corner drug dealer, they push the addictive drug of Hope. To as many of your competition as they can.

In a commodity sector such as real estate, competition does two things very successfully.

It drives down prices and locks every competitor into a cage from which there is no escape.

Your agency is being compared - by potential clients with no experience or understanding of what defines any agency as "better than."

Is it how many homes you bring to market? How many of those sell? How many achieve the asking price? How many fall-through? How many eventually switch to another agency? Number of days from agreed offer to completion? Is it "better marketing?" "Better" customer service? What makes you "better than?"

Each of those questions has an equally important follow-up second question and often the difference is minimal.

The curse of being better than is that it is only ever temporary.

A flimsy advantage that can disappear tomorrow.

Asking potential clients to make a comparison based on the agency's competence is high risk - some you win, some you lose.

Unless you have a unique point of differentiation and a compelling enough reason.

Let's not hesitate - what your agency offers, why, how it delivers and for what fee are not compelling enough reasons. Every agency can sell a home. Every agency can claim to achieve maximum value. Every agency can promise 5 star customer service. Any agency can discount the fee. And appraise ever so slightly higher than the rest. Social media approval is OK, as long as those "delighted, trusting clients" know what they are talking about and that their perception is at best subjective.

The ONLY unique (cannot be replicated) difference is in WHO you are - nothing else!

So why don't agencies seek to differentiate themselves by character/culture, instead of competence?

Perhaps they don't see the benefits? Perhaps they imagine their culture, or the individual character of their team members isn't a strong enough point of interest? Perhaps they have been "brain-washed" into competing and, like circus animals, it's all they know.

Perhaps they lack confidence in the team, or in their understanding of their target client?

Perhaps it's a macho thing? The BSD syndrome where flashy cars and bright lights symbolise the success.

Whatever the reason, those that understand human behaviour will pick apart those that simply choose to compete - because they can.

Tell me I'm wrong - People do business with people they trust, right?

What percentage of realtors/estate agents are truly trusted?  Not respected - trusted.  There's a big difference.

Most vendors wouldn't care if your agency disappeared tomorrow - they would easily find a replacement.

There's zero Trust!

But there can be - if there is transparency and authenticity.

Shining a light on Who you are and how painstakingly original is your team.

Not some bunch of clones - perfected, polished and professional. Charm and empathy in equal measure.

But, instead, a team of highly individual characters, all with their own story to tell. All with the courage to be open and transparent.

What's not to like?

The curse of "better than" can be lifted by the simple choice to be seen as "different from."

Then you get attention. Then you get engagement from the right clients. Then you don't have to prove anything.

All you have to do is be more - of Who you are, at your best.

Then share your story. Shout it from the rooftops until each client is a perfect fit.

The hackneyed and least understood phrase is Personal Brand.

Personal Brand for some is greater visibility and micro-celebrity. Content that goes viral.

For those that value depth over reach, Personal Brand is radical transparency.

When you have that, when there is little left to hide, you have trust. Because people know who you are instead of what you do.

I can help move your agency from "better than" to "different from." I can help it stand out. Be memorable. Be selective with whom it works. Be what your always dreamt it would be - before you tried making it "better than."

The One & Only. Lifting the Curse of Better Than. Making your agency Different From.

Here's how to reach me if the need arises:

www.andsothestorybegan.co.uk

www.persuasivewords.co.uk

This email address is being protected from spambots. You need JavaScript enabled to view it.

Mob: (44) 07369251435

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Chris.

 

 

 

 

 

 

 

 

 

 

 

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