Valerie is a storyteller, author, moderator, keynote speaker, and a positive force for good in real estate. Her range of expertise is wide as is her influence. She is well-known, respected and loved by so many people. Her contribution adds a bit of sparkle and magic to this series of advice from the experts.
As we begin a new year, it’s easy to look back and wrap 2023 into a bundle of turmoil and change. And while some of that is true – I am choosing instead to take three specific lessons into 2024.
Lesson 1: We Are Still Human
First, 2023 was the year we learned the power and importance of humanity. While AI became the buzzword and overwhelming theme of the year, those who embraced a human voice, human emotions, and human motivations are the ones who thrived. We can’t ignore AI, but we can look for every opportunity to lean further into the humanity of emotions more than ever before. We may not remember all the AI messaging, but we surely will remember that Chevy ad that made us all cry. The lesson here: emotions matter, and they are a critical part of the decision-making process. AI can never replicate that.
Lesson 2: Stop Shouting
Second, we have reached an intense level of information overload. Does that mean our marketing or messaging won’t work? Nope. But we have to stop trying to shout louder over the noise. Consumers these days are inhaling info from countless sources. It’s estimated that the average person sees up to 10,000 ads PER DAY, and less than 25% of those are relevant. A great message includes three ingredients:
What? (What do they need to know?)
So what? (Why does this matter to them?)
Now what? (What are the specific next steps?)
Most messaging includes the first and leaves the audience wondering about the other two. Look at every single post, message, email, video, or print ad you produce… are you including all 3 ingredients?
Lesson 3: Change is Inevitable
Third, things are getting more and more complicated. Laws are changing. The way things have always been done is changing. We are likely facing some of the biggest changes our industry has seen in decades. Change can make people feel fearful or uncertain. It’s our job to make them feel safe, heard, and guided. When we echo the panic, fear, and uncertainty, it doesn’t attract clients, it repels them.
I once climbed a mountain with a sherpa. His job was to tell me to “step here, step here, step here” all the way up the mountain. He climbs that mountain 4 times a week. He knows the solid places to step. He didn’t regale me with stories of rockslides or possible crises. He stayed calm and told me exactly what to do.
Three lessons we should all be taking into 2024:
- Make them feel something.
- Tell them how and why to think about change.
- Help them take action.
This is how trust is built.
You’ve got this.
Valerie
Happy New Year!
IRES MLS: Come Home to Colorado 