As someone in the real estate web design business, I get to talk to a lot of real estate professionals, and the other day I was talking to a broker that mentioned something that inspired today’s video, he said that he wanted to be the authority, but didn’t want to be the face. And that really resonated with me because the idea made absolutely no sense in my mind. Can you be in authority or have influence without having really done the work to garner it? This particular topic will resonate with a lot of agents that are finding themselves really struggling in the real estate business and trying to find shortcuts to success.
Authority is actually broken down into three main categories; legitimized by time, appointment, and charisma. Examples of legitimized by time are historical personalities. Like George Washington or Abraham Lincoln, they were legitimatized over a specific time span. The second way to kind of garner authority is by being appointed, an example of this is the appointment of an authority to an office. Now the third way is through charisma or by being charismatic. If you’re in real estate, this is pretty much arguably the category that you fall into.
Now that we’ve identified, what is an authority, and how to garner authority? Then the next question to really be asked is how can an authority have influence.
The best way to really have that influence is really through relationships and expertise.
This is the main thing that we focus on with all of our clients. We help provide value about their expertise. You as being the authority as an expert, but the main thing in this type of influence is that you have to be able to share your expertise in order to gain that influence. In other words, you’re giving away value in order to gain authority.
Now you can have influence without being an authority or really sharing your expertise by doing a few things. One, you need to have a good reputation. Two, you have to be very diligent. Three, you have to be a good role model or a good person. Four, you really need to be a good motivator.
How can you achieve these four items without having to do the work of promoting them? Essentially this means that you need to have other people do this work for you. You need other people to preach the good word of how great you are, how much of an influence you are. You need to increase your word-of-mouth referrals. If you did a good job, they’ll preach your good reputation. They’ll talk about how diligent you are and really helping them work a deal, an excellent agent for other agents to aspire to, being a motivator, AKA a leader, really taking charge of whatever deal that you’re trying to negotiate for your clients.
This really brings me back full circle to that first question. Can you be in authority without being the face without having done the work without having to provide your expertise? The honest answer is NO.
In order to garner this pseudo authority without actual influence and authority, you have to have done the repetitions, you have to have done a lot of deals under your belt, you have to have a pretty significant amount of volume that you’ve done in terms of real estate transactions. You have to do the work. You have to be consistent in providing value. You need to keep flexing that expertise to really drive these inbound leads, into your pipeline.
If you want to achieve success in your real estate career, utilizing digital marketing efforts, you have to be the face. You have to put yourself in front of your, your camera phone or a camera and you need to become the face of your brand.
Find out more about becoming an expert and authority in real estate. Join our free Facebook Group today for similar content that can help you in your Real Estate journey. If you are interested in one-on-one coaching, then schedule a strategy session with me today, and let’s talk about how I can help you move your business forward.
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