15 things agents can learn from Donald Trump!

RAT 142 (Rawlings Agency Tips)

Following months of postulating from the ridiculous Donald Trump, he finally made it to President of the USA. But there is learning to be had here…because anyone who’s that ignorant, twisted, self-centered, delusional, misogynistic, abusive, arrogant, racist, bullying, and petulant, must be have something going for them to have generated the support of over half the American population. (Not that Hilary's necessarily any better!).

Here are fifteen areas where I think we as estate agents can learn from Donald Trump, followed by some things that you can do in terms of attitude and approach to take your agency to the next level:

Consistency. Whatever you think of his policies, at least Trump's never “off-brand”. Consistency drives his message home with almost annoying regularity. Consistency builds trust – even if you don’t like the man (and why would you) you certainly know what you’re getting. So make sure that your prospecting and other marketing activity is consistent with your brand and is systematic - drumming the same messages in, over and over again. Don’t stop mail-dropping, canvassing or door-knocking because “it didn’t work!” once. Consistency DOES work.
Know what you want. People with strong opinions get elected. You are continually running an election campaign, as you’re trying to get sellers to “vote” for you. What are your policies/opinions/advice and how firmly do you communicate them? Or are you the very nice, but weak candidate that soon gets overshadowed by a stronger candidate.
Be blunt. Do you tell clients what you really think? Or do you compromise your integrity by telling them what they want to hear? People can see right through that. I’ve spoken to several Americans who dislike Trump but who will be voting for him because at least they know what they’ll be getting with no apparently hidden agenda. This is an example of the “Shiny/Authentic Inversion” I’ve mentioned previously, where people prefer the real (authentic) you, to the polished (shiny) you. That’s why those agents who use personal video messaging in their client communications find they get great results, as it’s a raw, transparent and highly personal way of communicating in what is, after all, a people business. (see AgentVOX.co.uk)
Strong image – Trump certainly has a massively strong image – right down to the weird hair (but at least it’s consistently weird). Given strong or “nice”, most people would opt for strong! But if you can combine strength with charm, then you’ll deliver the best of both worlds.
Self-belief. Trump certainly believes in himself. In fact, he is a megalomaniac who takes self-belief to a new level. We’re not very good at that in the UK, but I think you’ll find that the public prefers to work with someone who is utterly confident, verging on the arrogant, and holds to their convictions than some limp-wristed, spineless nobody. Do you conduct yourself with self-belief? Do you exude confidence?
Self-promotion. Okay, you’d expect self-promotion from a politician. But how well do you self-promote? After all, people engage the person over the brand. Your brand just gets you through the door. Then it’s down to you. Yet few agents are really good at developing their own personal brand – a trait in which many American real estate agents excel. You could at least have your photo on your business card, email signature, blogs and adverts, even the side of your car. Become your own celebrity (“ooh that’s too American” – get over it. It works!)
Not afraid to upset people. You don’t have to agree with Trump’s disgusting policies, but few would deny that he absolutely believes in them to the extent that he doesn’t care if he upsets people, which he continually does. And in that is some integrity. Your views, opinions and techniques in the property sector should be so strong and sometimes controversial that you should be hoping that 20% of the population hates you. At least the other 80% will notice you. (Foxtons have clearly got this bit right). The thing to avoid in your business is not hatred - it’s indifference. Most people are indifferent to most agents. Don’t be a nobody.
Social Proof. Trump is a master at using the power of social proof, - even creating it by lying (not good). Have you ever noticed how he regularly garners support by saying how other people are supporting him. “Everyone knows that Hilary has already lost”, “You know it, I know it, the whole of America knows it…”, “the Iowa vote is with us”. All these affirmations, apparently supported by millions of others, takes advantage of the public’s herd mentality. That’s why “for sale” and “sold” boards work so well. “If everyone else is using XYZ Agency, then maybe I should too”. It’s less risky to use an agency that other local people have already endorsed. You can take advantage of this in your conversations, by peppering your conversations with prospective sellers with examples from your many other client relationships and situations. (If you’ve been on one of my courses, you’ll be familiar with the “Feel, Felt, Found” method of harnessing the power of social proof.
Hand gestures. You may not like what comes out of his mouth, but he is a master at accentuating his points with clear hand gestures. He has not been coached in this – it’s genuine, with many of his gestures enforcing clarity and authority. Along with the use of pauses (strategic silence) his communication style leaves no doubt as to who is in control and again, it’s highly authentic.
Entertain. Even though you may not like him, Trump is certainly entertaining. In one short speech, Trump can challenge, amuse, provoke, educate, stimulate and entertain his audience. And you should do the same in your marketing as well as face to face. It's called engagement.
Pleased to see you. One aspect of political campaigning in the US that all the candidates use, is to appear to spot someone they know in the crowd. This is so contrived and overused, but it does remind us that people do like to be recognised and acknowledged. Let it show that you are genuinely pleased to see someone. That wide smile and firm handshake go a long way and could just be that small tipping point that makes the difference between getting an instruction and not getting it.
Success. Trump certainly has the air of success about him, albeit way over the top by UK standards. However, people are attracted to success (just ask Debbie Magee, Heather Mills or even, appropriately, Ivana Trump). People would rather work with a successful agent than with an unsuccessful one, so why hide your successes under a laurel? If you do something well, then shout about it.

So that’s 12 reasons why Trump has done so well against the odds. But what has he done badly, apart from his vile character and bigoted nature? Three things strike me:

Blaming others. Trump always seems to blame others as an excuse for his own failings. As soon as the polls started to decline, he suggested the election was rigged, but that if he won he would respect the result!! Ha! Isn’t it always the case that when we’re having a good month we take the credit, but if we’re having a bad month, we blame the market! So don’t only take responsibility for the marketing of a property, take full accountability. Look the seller in the eye and say “if you instruct us you’ll not only have a great team behind you, but you’ll have my personal accountability as well. No excuses – the buck stops with me! My job is to make sure you move!”
Criticising competitors. Trump disses his rivals at any opportunity. I can’t think of anything that makes you look as unprofessional as trashing your competitors. It’s really easy to find fault with any of the deficiencies inherent in an internet agency for example, but a seller hearing you doing so, will see straight through you, losing you both credibility and authority. So focus on your strengths, abilities and character, in the context of the client’s needs, and they’ll soon realise why an internet agency is not right for them. And do it with CHARM. The ABC of sale is no longer Always Be Closing, it’s Always Be Charming!
Sex. Trump seems to believe that he has the right to have sex with whomever he likes, without the right to it. As I have found out, and my wife will confirm this, if you ask for sex without the right, you don’t usually get it. In fact, you alienate the one person you’re hoping to have sex with. You have to earn the right first. You have to set the scene, understand the mood, maybe get a bit familiar and certainly become trusted, and then, maybe, you might get lucky.

So many agents go around with badly thought out, amateur, marketing messages blundering in asking for business without having first earned the right to it by becoming the attractive agent of choice. Think about what you are saying and add value with intelligent, relevant content that is welcomed into people’s homes. The acid test of any direct marketing, e-newsletters and social media content in agency is “do those homeowners welcome your approach, attach value to what you say, and look forward to receiving the next one?” “Free Valuation” and “No Sale – no fee” just don’t cut it any more. Nor does just bombarding people with your instructions on Twitter.

But whatever you do, you need to do it MASSIVELY. Have you automated your prospecting systems yet? Because it’s this that will generate the multiple opportunities needed for success in a crowded market as you’ll be engaging with homeowners who have not yet had the pleasure of dealing with you.

Any what about your greatest showcase? What do you think that might be? Your website? You offices? Your social media presence? Maybe. But, in our quest to gain instructions, the one thing so many agents miss is that the vast majority of buyers are also sellers, or will shortly become sellers, or they know someone who is selling. Yet we continue to send out poorly trained weekend staff and junior negotiators to accompany buyers around properties. This is the biggest letdown of all in British agency. Your brand will be overwhelmingly judged by the quality of that one interaction. So identify buyers who live locally and put your best people on them – ideally even a director of the company. Show them your own suitable stock and even show them your competitors’ stock as well! So much good can come out of that, but that's for another article.

My bad experience! When we were looking to move earlier this year, like most people we thought we’d check out some homes before putting our own on the market. We saw properties with three negotiators from three different firms. Not one of them impressed us. “I only do viewings” “I only work at weekends,”, “you’ll have to ask my boss” Crap crap crap.

One property we viewed was not accompanied and we were shown around by the seller. This was on a Thursday. The following Tuesday I got a call from the agent who said “how did your viewing at Clarence Road go last week? If it’s not suitable, I’m sure we’ve got some others we could show you”. I said “Thanks for asking. We actually arranged to see it for a second viewing the following day and we got talking to the vendor about their own plans. It turned out they were looking for a property just like ours which we hadn’t yet put on the market. We invited them round on Sunday and I’m pleased to say that yesterday we agreed terms and solicitors have been instructed on both sales. I’ll let you know when we exchange!”

DISGRACEFUL in terms of attentive, involved customer service for buyer and seller alike
DISGRACEFUL in terms of seeking to identify a new business opportunity
DISGRACEFUL in terms of reputational mismanagement
DISGRACEFUL in terms of proactivity
A DISGRACEFUL reflection on our industry at a time when we especially, more than ever, need to practically demonstrate the very reason why sellers should use a real agent over the DIY alternative. If you lose this battle, you'd only have yourself to blame.

Stephen Kelly, CEO of Sage Software says, “Always put the customer at the heart of everything you do. Be obsessed, OBSESSED. Wake up every morning worrying about that customer.” The problem is, we haven’t viewed our buyers as our customers. We have been so focused on attracting clients (sellers) we forgot about the customers!

But if you think about it, there is no client who wasn’t first a customer. There is no seller who wasn’t first a buyer. How are you influencing your buyers? What impression are you making on them? Do you offer to collect them from work during a lunch hour to show them properties. Do you remind them how many properties you have available off market and demonstrate how they could benefit from going down the same route? Do you send them a thank you card after they have viewed a home, do you offer childcare facilities during viewings, do you keep them in touch with a “What happened” card that tells them when a home they viewed actually sells and what price it achieved? Are you arranging for your IFA or conveyancer to visit them before they even find a property. Do you provide seller’s property information forms to buyers that begin to link that buyer in their capacity as a seller strongly to you before you’ve even seen their property?

Are you doing all this stuff? Probably not. No wonder so many agents feel that the only way to compete is to go cheap. If you’re going to do that then you might as well give up right now and go and do something else.

But what about the value to your business of remarkable customer service. Not good customer service - that’s expected. But a remarkable, Tweetable, buying or selling experience. So good in fact that shortly after moving in the buyer phones you up wanting to put their new house on the market, just to experience the pleasure of your service all over again!!

All this stuff all sounds fine, but I’m sorry to say that most of you won’t step outside your comfort zone. The real entrepreneurs among you will not only be doing much of this stuff but you’re probably already doing some pretty amazing things that I’ve yet to hear about that your business intuition told you would be worth doing:

You observe other industries, you continually seek out analogies from your own day to day experiences in a shop, a hotel, on holiday.
You learn from your experiences, both good and bad, and immediately use them to improve your business.
You can focus, but you’re also light-footed so you can also pivot at a moment’s notice.
You’re great at getting your team on your side and you encourage their contributions. But you’re also single-mindedly determined to make this work, so you take no prisoners. There is no room at your table for anyone other than the finest ambassadors of your business.
You run a tight ship on rafting and shafting principle where you replace your weakest staff with better ones. You hire the best, poaching them from your competitors and treat them royally, then train them further.
You make positions available for the best people at any time, rather than desperately trying to fill a vacancy because it’s there.

As an industry we are effectively at war. And it’s a war that CAN be won. But it will require commitment. I’ll leave you with a thought that has done well for some very successful businesses in the past and is something I try to live by in business. It’s this….”Take massive action, and act earlier, harder and faster than you ever thought you would have to”.