Just a few weeks in the past, I posted a query on LinkedIn that sparked a little bit of adebate: What makes somebody the very best property agent on the planet?
Our workplace had been speaking about it. Market share? Conversion price? Buyer evaluations? Awards? Revenue? Social media engagement? It shortly spiralled right into a (very well mannered) argument, as a result of nobody may agree.
And that’s precisely what made it so attention-grabbing.
The put up bought nice engagement, however whereas the solutions had been sensible and different, it highlighted one thing extra necessary: It doesn’t actually matter should you are the very best agent on the planet, albeit we couldn’t agree on how we’d decide it anyway, what actually issues, and what brokers ought to deal with, is whether or not individuals know who you might be.
In different phrases, it’s not about being the very best. It’s about being the finest recognized. Grant Cardone stated that, and on this business, it couldn’t be more true.
It’s pure that property brokers obsess over lead era, in spite of everything, leads assist pay the payments. However should you’re all the time in lead-gen mode, you’re all the time paying on your subsequent buyer. Whether or not it’s Rightmove merchandise, paid adverts, or canvassing – it prices time, power or cash.
Model consciousness is totally different. It’s long-term and it compounds. When individuals know your title, your face, and your values, you’re better off if you stroll into the room for the valuation. When a prospect has seen you constantly including worth, displaying up authentically, and demonstrating experience, you’re in one other league.
I’m not saying it ensures you the itemizing, however you might be type of beginning 3-0 up in opposition to your competitors.
This isn’t simply opinion. The stats again it up:
• 82% of customers select a model they’re already acquainted with when making shopping for choices.
• In keeping with Edelman, 81% of individuals must belief a model earlier than they’ll purchase from it, and belief begins with consciousness.
• Manufacturers which might be well-known see far larger conversion charges from natural advertising and marketing than these continuously having to purchase consideration.
And that is true on a private degree too. The truth is, more and more, the private model is thrashing the enterprise model.
We’re in a relationship enterprise. And other people don’t construct relationships with logos, they construct them with people.
In case you’re solely displaying up on-line as “Acme & Co. Property Brokers,” you’re a step behind. Evaluate that to the agent who’s posting content material as themselves, or sharing perception into their day-to-day, or speaking about the area people.
They’re letting their character come by means of and it resonates with their audience. That agent is constructing belief earlier than the primary interplay with any potential consumer. They’re creating familiarity. And that familiarity turns into enterprise.
It’s my perception that an important factor an agent may be, is understood, as a result of all of the ability and experience on the planet will get you nowhere, if no person is aware of about it. And all of it begins with constructing a model that folks bear in mind, respect, and wish to work with.
Ben Madden is director at Positive & Nation Chiswick and chair of the property company’s Nationwide Advisory Council.
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