Our Technology Has Exceeded Our Humanity.
"I am NOT a number. I am a free man. I will not make any deals with you. I've resigned. I will not be pushed, filed, stamped, indexed, briefed, debriefed, or numbered." The Prisoner, TV Series 1967-1968
Maybe not back in the 60's, but more evident now than at any time since.
Instead of a number, in a sales environment, we graciously call them "leads.".
Some cold, some warm, some hot.
Digital marketing has its spidery web around your throat and the danger is not that computers will come to think like humans but that we will start to think like computers.
ChatGPT? It already does much of your thinking for you. Re-targeting is no different from stalking. Pop-ups? Yeah, distraction for the distracted. PPC is a match made in heaven for the fake bots.
Technology, no matter how complex, cannot by itself ignite the shift from mediocre to good. From good to great. No technology can turn the wrong people into the right people. No technology can inspire faith and trust.
There, right there, is the fundamental argument against an over-reliance on technology in estate agency.
No technology can inspire faith and trust.
What it does is deliver up a stranger that knows nothing about you or your agency. A stranger that just happens to have a home to sell or a desire to buy.
This "lead" needs nurturing. Turning attention into engagement and engagement into action. The job of the sales team. Asking questions until they uncover the reason for the move. Building, in their terminology, so-called "relationships" that just might bring trust.
Very much, though, a hit or miss affair. Some they win, some they lose.
Perhaps they might consider building those relationships with someone that isn't a stranger?
They haven't the time, they will say.
Oblivious to the fact that the reason they have no time is that it is being stolen by technology. Along with, for good measure, damaging our mental health, sleep and relationships.
What's your biggest distraction?
I'm guessing it's your phone, email or social media.
We're addicted to technology.
Technology that is hampering our communication skills - in particular our ability to articulate what we need to say and how we interpret others physical cues.
Open screen-time on the phone and see how much attention you gave your phone in the last week. The average American spends over 7 hours a day. Nearly half of their waking time looking at a screen.
Around 80 times a day, we check in.
Is it all productive time? Or is it simply entertainment?
Whichever, it's habit=forming.
Put aside for a minute the threats of stolen data and hacking issues and focus on the fact that we are so consumed with technology that we block out the world and noise around us. We outsource decision making to software and delegate thinking to an app.
"It's a people business" say the wise old-souls of estate agency.
Not any more it isn't.
It's a numbers game.
As consumers, we want stuff (information, friendships etc) for free but capitalism doesn't work like that. So we willingly became the product.
Giving up much of our choice in the process to an algorithm that shapes our view of the world. You can use AI to make fake news faster, cheaper and on greater scales. Scary stuff.
"Social media has a way of taking people who start out as distinct individuals and converging them into the same personality, optimised for engagement. - Jaron Lanier, Computer Scientist.
Isn't real estate already enough of a commodity without social media converging personalities?
I look at real estate and shudder at the prospect of technology in control.
"Property professionals that can engage with their leads and clients in a personalised and targeted manner, driving higher conversion rates and fostering long-term customer relationships." says one leading tech supplier.
The lead-nurturing process apparently improves the home moving journey with a focus on taking data from agency's websites and portals through database mining.
Could they be more out of touch with humanity?
"Technology is dominated by two types of people: Those who understand what they don't manage and those who manage what they don't understand." - Archibald Putt
There is a distinct lack of effort when we use digital to make connections. It's often superficial and done for the sake of convenience. Perhaps even lazy?
Whether that's dating on an app, or finding a hot sales lead to "nurture."
If we can't take the time (that we don't have) to build genuine, caring relationships, the world will be a poorer place for it.
I have 30,000+ connections on LinkedIn and I can count on two hands those that really "get me".
Some of those that really do, I've never met and I'm thankful for that digital experience. It means a lot.
The essence of human nature is that we need people - not digital facsimile's of.
We need emotional connection and communication. The more we rely on digital experience, the more isolated we become.
Our technology has exceeded our humanity - but there's still time left to change it back.
The first thing we look for in estate agents isn't technological superiority. It's not their ability to improve our "home selling journey" or to dazzle with Matterport, Periscope or Loop software. It's humanity. Do we trust them? Do we even like them?
The answer seems to be a resounding No. Bottom-three on The Veracity Index of Trusted Professions, most years.
Ironically, there's a clue on social media on how to fix the problem - what is the category most "shared"?
That would be Emotion.
The foundation of Humanity.
Amidst the noise and distraction, it is emotion that can truly set your brand apart and leave a lasting impact. When you tap into the emotions of your audience, you unlock a gateway to their hearts and minds. Emotion is the fuel that propels brand loyalty, fostering a sense of belonging and making your audience feel understood, valued and appreciated.
Don't try to engage your audience with features and benefits, easy promises or meaningless-to-them awards. Share Who you are and stories that make them feel something.
It's perhaps time to get off the technology merry-go-round that goes faster and faster without actually going anywhere.
Time to stop spamming complete strangers and pretending you're welcome.
Time to stop begging people to become your clients and time instead to start attracting those that belong in your world.
Time for Humanity to again exceed our technology because
"Technology is a useful servant but a dangerous master" - Christian Lous Lange.
Thanks as always for reading.
Here's how to reach me if the need arises:
Mob: (44) 07369251435
Chris.
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