It's About You, Not Me
Kelley Skar, a REALTOR® with Sutton Realty Group of Calgary, shared recently during an e-PRO certification course a link to one of the best video tours I've seen. This video was produced by an attendee who was sitting in class named Brin Werrett, a young real estate professional and team leader of Rockstar Homes with Royal LePage in Regina, SK in Canada. Here is the video that Brin produced for his listing.
Brin took an expired listing with a client who had it listed with another agent for three months. He gathered some friends and contracted with a local company to produce a professional video tour of the property, which cleverly showed the lifestyle of the homeowners. What made this video different is that it showed how the owners lived in the house, entertained guests with cocktails and served fresh sushi rather than talking explicitly about the features and amenities of the property.
The concept was brilliant. In fact, the video posted to YouTube had 625 views in two weeks and still rakes in the views today. Also, the property and Brin's team, Rockstar Homes, received more exposure because the video was featured in local news media, promoted as an out-of-the-box marketing idea for selling homes.
Now that news media have promoted his idea through newspaper, TV and magazines, think how much was spent on the video and how much more exposure Brin and his brand are getting than traditional agents who pay to advertise listings. When others promote your ideas the cost is zero.
I talked to Brin about his brand Rockstar Homes. At first, I assumed that he specializes in working with rock stars; however, that isn't the case at all.
Brinn says, "I treat my clients like rock stars by giving them the best service possible. After closing, they sign the wall in my office in the shape of a record."
On the way home from this course, I began to think about how I treat my clients. Do I treat them like rock stars or is the focus more on me? Does my message focus more on what my clients want and are asking for, or is my message more about what I want them to do?
On the way to the next city I listened to the audio book, How to Win Friends and Influence People, a classic and all-time favorite written by Dale Carnegie. The recurring theme of the book is making others more important than yourself.
It inspired me to rethink how I communicate with clients online. It's not that I don't care about my clients' success, because I wholeheartedly do. The questions I began to ask myself were more about how I demonstrate my sincere thoughts online and how they might interpret them on my website, Facebook profile, tweets and other social media.
I changed the "About Me" section on my blog to "About You." I reposted the "About You" content to Facebook, YouTube, SlideShare and Linkedin.
My speaker introduction was changed to focus more on the audience rather than brag about past accomplishments. When I now make comments on blogs, Twitter and Facebook, it will be more about other people than about myself.
It isn't so much what you think you post is right. What matters most is how others feel when you share your thoughts online. The reality is many will never say how they feel about your online behavior, and it may then be too late to correct a bad first impression.
Things to think about:
- How can you change the way you communicate your business profile online to make it more about others?
- In what ways will you post comments online to focus more on others than on yourself?
Doug Devitre of Doug Devitre International, Inc., helps real estate professionals, brokers and associations save money and time and create value using affordable technology solutions. He has spoken in more than 25 states in the U.S., as well as internationally. Join Doug on Facebook or Twitter or subscribe to Doug’s blog to get the freshest ideas on how to use technology in real estate.
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