Minimum Viable Persona?
Estate agents, realtors. You're doing it wrong!
Venturing down a rabbit hole pointed out to me by the unlikeliest of sources ( A Keller Williams Agent who does think for himself), I eventually came across the phrase:
Minimum Viable Person.
From Richard Janes on the .Speaking' section of his website, www.richardjanes.com
"Your Personal Brand is the key to winning more business, landing your dream job, launching your next big idea, and leading a much more aligned, happier, and fulfilled life."
I'd heard previously the phrase used by Seth Godin in his podcast as Minimum Viable Audience. In effect, creating the smallest viable audience that hangs on your every word and shares your story with their friends.
And then, Minimum Viable Personality by Giant Robot Dinosaur (Yes, really!). An amusing, short, but laser-sharp take on marketing plans. Check it out here on: https://avc.com/2011/09/minimum-viable-personality/
Richard's take is to approach every aspect of your life like a Silicon Valley start-up - focusing on productivity and the steps consistently taken, rather than the end goal.
So, I've 'borrowed' the credo and given my take on Minimum Viable Persona - for estate agents/realtors.
If you've read any of my previous posts, you will know that I traded the confusing term Personal Brand for the more justified noun that is PERSONA.
def: the way you behave, talk etc., with other people that causes them to see you as a particular kind of person.
Not for me the charade of increased social media visibility - saying as little as possible whilst getting your name 'out there'. Shouting out from a digital billboard without saying anything of consequence. Posing and posturing in front of the obligatory Lambo.
No, for me PERSONA is always about the character of the agent - can they be trusted? Are they transparent? Are they Authentic and Genuine?
Those things come down to how much a realtor, or estate agent, is prepared to reveal about themselves.
So, the question is: What is your Minimum Viable Persona?
How much are you prepared to reveal about yourself in order to gain trust of any vendor?
The scary part is that if you reveal some things of your character, if you allow yourself to be vulnerable, not everyone may like what they hear.
An anathema to most estate agents - a profession dedicated to being liked by every single homeowner. You're doing it wrong!
When you drill down, through, it's not that scary.
It requires one to determine basic core values. And to share a story built around those values and beliefs.
I've recently undertaken two core value self-assessments for a realtor and an estate agent.
Faith, Honesty, Knowledge, Passion and Success.
Ambitious, Loyalty, Kindness, Family and Determination.
Two completely different personas.
Two completely different agents, each unique in their own way.
Yet, each transparent enough to want to connect with those they seek to serve.
Rather than to hide behind the mask that corporate real estate provides.
The person, rather than the brand.
Their character, rather than their competence.
Enough in each of those five words to tell me everything I need to know.
Enough to craft a story that illuminates who they are.
Then, enough for that story to resonate with those it needs to reach.
Minimum viable persona?
Unless you tell them the story that only you can tell. you're doing it wrong!
So, now is good.
Before others with less integrity find this out.
Thanks as always for reading.
Happy to help if you have any questions, or comments. My advice is always free.
Chris
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