You really should read this.
You really should read this.
You really should read this.
You really should read this.
You really should read this.
Emphasis.
That says 'Look at me. I am more important than the words around me. Pay attention to my meaning.'
Emphasis, though, that's sadly misplaced in estate agency.
Most agencies emphasise their competence.
'Look at us. We're better than the other agents in town. Pay attention, please.'
We provide a 5 star service.
Well, we also provide a 5 star service.
My point is this:
If you place the emphasis on your agency's competence, don't be surprised when vendors tell you -
'We couldn't tell the difference. We went with...……..'
Vendors know all too well what they expect from you and what it is your agency is promising.
What they seek to understand, though, is whether your agency can deliver on those promises.
And most times, an agency doesn't have an alternative.
This is what we do and this is how we do it. Choose, please.
What a vendor seeks to understand, though, is your character.
Not your competence.
They're going to make a guess, of course.
But how much easier would that choice be if you were more transparent?
And they knew about you. Before you ever met.
This is how we do it and this is who I am.
Your reputation, as they say, precedes you.
A reputation built, not only on showing past competence, but on whether you demonstrate affinity.
Or whether you hide your weakness in the shadows.
A deliberate transparency that says to vendors:
This is who I am. This is what I believe. These are my values. Choose me.
They may not, of course, choose you.
Their values and beliefs may differ.
But that's a good thing.
Working only with vendors that want to go where you're going,. Vendors who are a good fit is key to a more efficient business.
So, how's that reputation of yours?
Does it rely on the corporate brand for credibility?
If you moved to another agency, would your personal brand and reputation go with you?
How visible is your identity?
Do you just show up, armed with a business card and a sales ;pitch?
Or, are you sought-after? Vendors chasing you, instead of you chasing them?
Estate agency is changing. Competition is more intense.
Homeowners have never had more options.
But if you insist on doing business the way in which it has always been done. With focus on valuation, service and fee.
The chances of you being in this business in a few years time are rapidly fading.
Eaten away with fee erosion, manipulative competition and a stagnant market.
You could play that game, of course.
Where there are few winners and so many more losers.
Which is why you really should read this.
It's your turn in the spotlight.
Your turn in the spotlight.
Not as the attention-seeking sales agent. But as a unique individual with a Personal Brand.
Confident in not only what you say, but in who you are.
Can a Personal Brand work alongside corporate branding?
Of course.
If your values, beliefs and convictions already align with those of your existing employer.
Personal Brand simply amplifies those values.
And for those seeking to adopt the hybrid model, it's absolutely essential.
If the future really is a fragmented market with several independent 'local property experts'.
You simply can't rely on brand awareness and corporate lead generation to survive.
It's time for you to stand on your own two feet.
After a few wobbles, come the baby steps,,,,
We're here to help your every step.
Until you're truly independent.
And Personal.
Check out www.andsothestorybegan.co.uk
Call me on mob: 07875141436 if you'd like to chat.
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