Self-promotion is part of the real estate game. While most agents are comfortable with building their personal brand, some shy away from it at all costs. Mindset coach Jet Xavier examines why this is, and how you can overcome your fears.
When it comes to promoting, branding, marketing and putting yourself out there, you would think every real estate agent would jump at the chance to be in the spotlight.
The assumption or stereotype is that all real estate agents have big egos and that it’s all about them and showing everyone how good they are.
While there is a little bit of truth in that, it isn’t the case for many agents.
You would be surprised how many agents find it difficult to market, brand and self-promote.
The thought of putting a picture of themselves up somewhere, doing a video, or asking for a testimonial scares the hell out of them.
This behaviour can leave them behind the competition.
Agents don’t have to promote, brand and market themselves to be successful, as many have built great careers based on referral.
However, for most, as technology shifts and digital media platforms become the hub for agents to engage with their audience, they need to keep up with the most important channels to help people see them above all the noise.
Why some agents find it difficult to self-promote
Some of the key reasons are they are self-conscious, have self-doubt and self-judgment and don’t have the confidence to do so.
They don’t like the way they look in front of the camera or photos.
More importantly, they don’t want to expose themselves to potential criticism and worry what others will think.
They lose confidence in themselves and their product.
Their mindset is wrong, and they have created stories about why they can’t self-promote based on what they believe others think about them.
It also doesn’t help that we live in a country where the tall poppy syndrome has conditioned us to believe that any form of self-promotion is egotistical gloating, and you will be cut down to size.
Four key mindsets to help you become a confident self-promotor (and feel good about it)
1. Stop worrying about other people will think
Not everyone will like you.
As American researcher and professor Brene Brown says:
“Nothing has transformed my life more than realising that it’s a waste of time to evaluate my worthiness by weighing the reaction of people in the stands”.
Remember, confidence is about your own approval, not somebody else’s.
Never do something to get others’ approval; always do it because you approve of yourself and what you do.
2. Stop listening to the inner critic
Everyone has one, and this is often the key thing that holds us back.
Don’t listen to it. Its job is to get you to believe things about yourself that are not true.
Change the story to a more positive one.
3. Just be yourself
Research has shown that people tend to like competent people, yet also those that are a little vulnerable.
Stop comparing yourself to others and be you.
That’s what your clients want.
They buy into you.
You are an individual, so show your uniqueness.
Remember as The New York Times best-selling author Michael Hyatt says:
“Marketing is really just about sharing your passion”.
So get out there and share your passion about why you do what you do, why you love it and why it’s important.
4. I am valuable
Rather than worrying about what people might think or trying to please people, try to connect with the value of who you are and what you offer.
Think about how self-promoting could instead be viewed as encouraging, supporting, finding solutions for and helping other people through one of the most stressful times in their lives.
