In 2014, a fan named Rebekah opened her entrance door to discover a hand-wrapped Christmas parcel on the step. Inside: handwritten notes, Polaroids, magnificence merchandise, and a portray Taylor Swift had made herself.
No model title. No sponsor. Only a private present from Swift to a fan who had as soon as left emojis on her Instagram.
Swift known as it “Swiftmas.” Rebekah known as it the very best day of her life.
Now think about your purchasers speaking about your company like that.
Neglect followers. Suppose superfans.
Taylor Swift’s profession isn’t only a string of hit singles—it’s a masterclass in model loyalty.
Her followers (the Swifties) don’t simply attend live shows. They decode clues, organise theories, cry on TikTok, and defend her on-line with extra ardour than most brokers have for his or her CRM.
However right here’s what issues for us: superfans spend extra, keep longer, and inform everybody they know.
In response to Goldman Sachs, superfans spend 80% extra on music than informal listeners. Different analysis discovered that 61% of superfans actively promote the model they love, and 63% say they’ll by no means swap.
Property brokers: it’s time we stopped chasing extra leads—and began nurturing higher ones.
So what’s Taylor’s secret?
Taylor Swift has constructed one of the vital highly effective fan communities on Earth by making folks really feel seen, particular, and a part of one thing larger.
Her instruments?
+ Shock & delight: From Swiftmas parcels to secret album drops, she creates surprising moments followers will always remember.
+ Easter eggs & clues: Each submit is a puzzle. Followers turn out to be co-creators, not simply shoppers.
+ One-to-one connection: She replies to followers, hosts invite-only listening events—even in her own residence.
+ Robust identification & group: Swifties share language, values, hashtags, and fan artwork. One survey discovered that 42% of superfans say fandom offers them a way of belonging.
+ Storytelling: Every album is an period, every video a chapter. Her followers will not be simply shopping for songs—they’re shopping for right into a story.
Translate this to property company? Right here’s how:
It doesn’t require confetti cannons or Grammy Awards, only a shift in mindset.
Listed here are 5 Swiftie-inspired methods to start out:
1. Make it unique
“We’ll add you to the database.” No—curate a group. Provide sneak peeks to subscribers, and tease your social media followers with riddles or clues.
2. Personalise all the pieces
Swift observed a fan’s emoji use. You’ll be able to discover somebody’s soccer staff, canine’s title, or dream dwelling vibe. Drop them a handwritten word, a neighborhood present card, or perhaps a Spotify playlist to have fun completion day.
3. Flip your model right into a tribe
Create a Fb group for native owners. Share behind-the-scenes clips, styling suggestions, or the “story behind the sale.” You’re not simply flogging bricks—you’re constructing belonging.
4. Let followers unfold the phrase
Spot your pure referrers and make them really feel particular. Characteristic their tales. Host a “consumer champions” lunch. Give them alternatives to share your title proudly.
5. Story over stats
“3-bed, 2-bath” will not be a narrative. Be extra Swift. Inform the story of every dwelling—what’s its period? Let consumers really feel like they’re stepping right into a narrative, not only a floorplan.
The takeaway?
Superfans don’t seem by magic. They’re grown—one considerate second at a time.
The distinction between a transaction and a tribe is how you make folks really feel. And when somebody feels seen, appreciated, and a part of a narrative, they don’t simply bear in mind you. They speak about you.
Property brokers have a singular alternative to construct significant, memorable relationships in probably the most private moments of individuals’s lives.
So the subsequent time you concentrate on your pipeline, ask your self:
Would my subsequent consumer queue in a single day to checklist with me?
Possibly not but. However with the proper consideration—they could simply turn out to be your greatest fan.
Toby Martin is a lettings coach, advisor, and pissed off rock star.
