Full-Bodied Red? Or, House Plonk?

Full-bodied Red? Or, house plonk?

I've never been much of a wine drinker. In fact, aside from the occasional social glass, I consider myself teetotal.

So this week,when listening to 21st March 2019 episode of The Gary Vee Audio Experience, My Early Days of Creating Content, I didn't have high hopes.

Early days of creating wine content, it transpired.

But Gary Vee is becoming an acquired taste.

I persevered.

"St. Joseph - Very fruity nose. A beautiful dark black plum, quickly transforms into Spearmint Gum and then right into a piece of Asparagus.  Very interesting.  But, it's doing that Houdini on me.  The flavour's disappearing.  Black pepper, eucalyptus, a dirty old leather shoe.  After the second stage, the flavour was gone.  Just disappeared on me."

"Pinotage  - is really not similar to anything. Its really bananas and copper.  So it's really its own thing. It's one of those grapes that you can't antiquate with anything out there, so it's really its own animal."

The complexities of wine are many, but draw parallels with the human psyche, and they wither on the vine.

My question is this:

If we can describe in such exquisite detail the complexity of a £10 bottle of wine, in order to grow a legion of wine-drinking fans, why can't we so describe ourselves in the role of estate agent? 

What we do and how we do it.  How good we say we are.  That's about the limit of our appeal.

No wonder vendors/landlords are less than inspired by our image.

A bouquet with the faint aroma of mediocrity and despair.

The House wine.

Instead of what it could be.

One of my favourite estate agents - like the pinotage wine, this complex character is dissimilar to all others.  Strength and freedom, justice, truth & love. That's what I'm sensing from this unique individual. Sartorial, man-about-town. Unconcerned with the opinion of others.  Self-effacing and boastful, sometimes in the same sentence.  An estate agent determined not to fit in, but to stand out. One with the courage to admit mistakes and the defiance to always do what he believes is right for him. Put him in a corporate environment and he would die a slow death. As much from his disdain of having the truth hidden, as for being constrained by his desire to express it.  What's not to love?

There's a whole raft of content that could be built around any estate agent.

Competence is one thing.  Character, another altogether.

If competence is your 'thing', go for it. Become the most competent of estate agents.

Compete with pretty much every other agent out there, in the race to become better.

There might even be a note of self-satisfaction as you reach #1 in your town. Lauded for your Estate Agent of the Year, or ESTAS  awards.

Vendors might even flock to your agency, as you sprinkle a little stardust on the community.

Or, they might not.

Those with a more discerning palate might assume that you're still just another estate agent.

Lacking somewhat in complexity. A big hit of flavour up-front, but without any subtle undertones.

Others, that you're too complex.

They're not looking for the most accomplished.  They're not interested that your agency is the equivalent of 'oak-aged'.

They're seeking something more reassuring.

Something that doesn't overwhelm the taste buds. The Pinot Grigio of the estate agency world.

In this race for estate agents to become 'better', there's a danger that they forget how vendors choose.

Vendors choose your character first.  Do I like this person?  Can I believe all that they say.

It can be a split-second decision.  Based on some innocuous comment.

What I like to call the 'Uh-Oh moment'.'

That very second when they decide not to choose you.

And no matter the valuation. No matter the fee.  No matter the awards.  No matter the script.

Nothing you say, or offer, will change their mind.

They might not say it, right there and then.

But you will get the message.

Competence matters, of course.

But for many vendors, it's assumed that you, or your agency, is competent.

They're looking for something far more elusive.

Your character.

Why then, do you make it so elusive?

Are you afraid?

Afraid of not being interesting enough?

Afraid of standing out and of being judged?

So, you hide behind the safety of the corporate 'brand' and focus on your competence.

Good, but not good enough.

What matters, though, is that your character is all that you have going for you.

Be as competent as you wish.  Things outside of your control happen.

There are many, many highly competent estate agents.   Now on the scrapheap.

But for those with character.  And the courage to offer it for public consumption, that's an asset that endures.

In practical terms, a personal brand opens many doors.

Having employers chase you.  Instead of you chasing them.

Having vendors seek you out.  Instead of the other way around.

It's a living, growing canvas of who you are and what you believe.

And just like the process of turning grapes into fine wine, age adds multiple dimensions.

House plonk?  Some will enjoy it without asking too many questions.

But a full-bodied wine has so much more to offer.

For those that care.

Thanks, as always, for reading this far.  If you have any questions on personal brand, I'm more than happy to chat.

You can reach me on mob: 07875141436, or email: This email address is being protected from spambots. You need JavaScript enabled to view it.

www.andsothestorybegan.co.uk

chris.

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