It's Not Me, It's You
Every real estate broker, agent and relocation director touts their accolades. #1 in the market, top sales associate in the 1%, awards galore. But why does the industry think that our customers and clients care about that? Honestly, they don’t. While it lends credibility to a certain extent, it is really just trying to impress people that really don’t even know what it takes to achieve those accolades.
The better bet is to frame those prized acknowledgements in a way that is meaningful to the casual observer. The big question becomes WHY? Why are you among that group? what did you do to achieve that? But most importantly how does it help them?
Prospects don’t care that you are labeled X, but they do care how that label might help them sell their home faster and for more money or take the stress out of the relocation process. Every brag sheet should go on to explain why these things matter to people who work with them. The award is the feature, but what is the benefit?
Just because you are number 1 at something doesn’t mean you are easy to work with or are a good communicator. And it certainly doesn’t mean you are right for every client and customer out there.
When I look for a new restaurant, I always read the reviews first. But I take them with a grain of salt. There are always bad reviews on the most spectacular establishments. But I look for the underlying current. Is the staff rude or snobby? Do they phone in their job? Is the food uninspired and sent out cold? The food may be great, but if the previous comments overshadow the food, then I will skip it. It tells a much bigger story.
That’s why customer reviews are so critical. And any broker who doesn’t encourage and publish them is missing the mark. We are a world that craves crowdsourcing. What do the people say? Because the people don’t have a PR agency carefully crafting the public facing persona.
When you are thinking about how to market you and your company and department, think about what really matters to the end user. What are their pain points and how are you going to ease them? It’s not about you, it’s about them.
“Who knows himself a braggart, let him fear this, for it will come to pass that every braggart shall be found an ass.”― William Shakespeare, The Complete Works
