Real Estate Marketing Academy

For Real Estate Agents, Why Personality Matters

By Colin Ryan

About

Be Yourself

It’s often said that as a salesman, you’re not just selling your product: you’re selling yourself. That’s why as a real estate agent, it’s important to develop a personality.

We’re not saying you don’t have one: we’re just suggesting that you lean into it. Whether you’re a pet lover, a motorcycle enthusiast, a foodie or an online gamer, don’t hide your personality: embrace it. You’re in real estate—so, for God’s sake, be real. Your personality fosters relationships, which builds your reputation, which generates leads. You get the picture.

Be Among Others

Getting involved in the life of a community helps build your relationships, but it’s important that your involvement be consistent with who you are as a person. Enthusiasm is difficult to fake, so if something you say or do doesn’t ring true to you, people will pick up on it.

If you’re an avid carnivore, for instance, looking for leads at an ASPCA meeting probably isn’t a good idea—and in fact, it may cause both the people you meet and the people you already know to think of you as a hypocrite.

Instead, you’re better off finding opportunities to broadcast yourself to people with whom you have common ground. As far as those opportunities go, some say it’s better to keep politics and religion out of business, and in many cases those people are right. But politics and religion build strong communities, and depending on where you are, getting involved can have huge benefits. At the same time, it’s important for you to decide what you’re comfortable wearing on your sleeve.

Be Professional

Finally, we’re talking about work here, so it’s important to see personality in a professional context. In general, moderation and a sense of boundaries are keys to success. Come on too strong or get too personal in your dealings with clients, and you may end up alienating more people than you connect with.

Instead, let customers be the ones to open up to you, and they’ll often be happier for it—after all, many people enjoy talking about themselves more than anything else.

Have a story about how your personality has impacted your business? Share it in the comments!

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