Forget about normal business. Get in touch with the realities of the present moment to build deeper relationships with your team and customers. Below are some suggestions that you can incorporate into your reopening plan, both operationally and through your promotion.
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When the shutdowns began in March 2020, many of us thought we’d spend a couple of weeks, maybe a month or two, dealing with some inconvenience and minor frustrations. Then we would go back to a more or less normal, if somewhat delayed, spring market.
Now, more than a year later, when we see the light at the end of the tunnel, a lot of people are still looking forward to moving on without really taking the time to stop the cultural and historical moment we just experienced together and recognize. How we tackle the upcoming shifts will determine how we manage the impact of COVID-19 on our businesses and organizations.
It is important to realize that we are in a moment of transition and that the things that happened in the last year are now part of a new reality. Below are suggestions for implementation into planning for your reopening, both operationally and through your promotion. Why? Because now you have the opportunity to create an even stronger foundation for everything that comes next.
While we’ve all heard the success stories that have emerged from these troubled times, many agents find themselves in the middle of or after painful, emotional experiences. As a broker guide, you must navigate these waters. It is all too common to lead people in your business who have lost loved ones, relationships, and marriages, or lost their dreams.
An important first step is to acknowledge these facts while remaining optimistic and positive. Now is a time to ask yourself: How can you share with others on your team, communicate with them, and build a human connection on a whole new level? This will increase motivation, performance and results.
The people you lead are your brand ambassadors. They make a difference moment to moment in how you treat them. After all, we are social beings. We want to feel a connection and know that someone has our back. This is branding on a whole new level.
As a global community, we feel the unsettling energy in the air, but everyone experiences it differently – they have to face their own needs and deal with the needs of children or older family members over a longer period of time while under increasing pressure work. This can be challenging, among other things, to say the least.
If we associate this with branding and storytelling connection (because you are your brand and no one is looking for content to get content) ask yourself: How do you get your story out there so that it can be shared with people in an authentic way is connected?
The need for an authentic connection is cross-industry. How much of what you do is your true and authentic brand when promoting your brand as a real estate professional? What part of your story are you covering up in a market that is furious and extremely stressful?
Finding ways to authentically open yourself up gives you an opportunity to truly connect with your audience and engage with the realities of your life and business.
While it may feel more comfortable to cover up the reality of what we’re going through, we can’t pretend everything is wonderful and back to normal. A new level of transparency is long overdue.
A certain level of resilience to help us move forward day in and day out is required to emerge stronger from such a life and business changing experience as it was last year.
Being transparent and developing a brand that recognizes what we’ve all been through is the path to a future we can only predict. Instead of covering up the reality, find ways to connect on a whole new level with the people you want to serve. That makes you relevant, reliable and trustworthy for potential customers and team members.
Opportunity or threat?
If we live and do business by these principles, we can develop brand equity that is not visible on the balance sheet. Forget to focus on what everyone else is doing. Decide whether this situation presents an opportunity or a threat to you and your company.
In my experience, it is a much better use of your energy to tune into your own brand and make it deeper, more experiential, and more emotional. Remember, your brand is bigger than what the eye can see.
Marion Weiler is Senior Business Management Executive, Leadership & Business Consultant and President at Weiler International LLC, advising brokerage leadership teams and real estate professionals in times of business growth and crisis. Connect with Marion on Linkedin.
Christy Murdock Edgar is a real estate agent, freelance writer, coach, and consultant, and owner of Write real estate. She is also the creator of the online course Creating the Property Description: The step-by-step formula for reluctant property writers. Follow Writing Real Estate on Facebook, Twitter, Instagram and Youtube.