Before we started writing our regular JohnHart 12 Skills for Exponential Growth in Real Estate column, our CEO, Founder, and Principal Broker, Harout Keuroghlian, wrote an insightful and exploratory blog on the power of influence. While the practice of influencing hasn’t changed since that blog was published, its importance in real estate has stirred up some new ideas here at JohnHart. We’ll be going into one of those concepts toward the end of this blog. But for now, let’s take a closer look at how influencing works in the real estate world.
Understanding the Real Estate Influencer
Those who have read Harout’s previous blog on influence will likely recall that his definition of an influencer stands opposite of what we’ve come to know from the lessons of Instagram and TikTok. Social media influencers have made a lucrative business of convincing their followers that the sun, moon, and stars revolve around them. That’s definitely a skill. But it’s not one that’s going to help you much in the real estate world.
To begin understanding how you can use influencing in real estate, you need to first understand Harout’s concept of the real estate influencer. Not someone who places themselves at the center of it all. Someone who places their clients at the center of it all. And the quickest way to move to the center of everything is by asking the right questions.
People harbor a common misconception that a silver tongue is more beneficial than a golden ear when it comes to influence. That what you say doesn’t matter as much as how you say it. But when applying influence in real estate, the less said, the better. The true key to persuasion lies in listening to every word your client says. Why? Because an effective influencer needs to fully understand their audience.
Making Your Client the Center of Your World
A real estate influencer must understand their audience. Otherwise, their misunderstanding could begin to attract the wrong people. And those people create an audience that isn’t open to trust or persuasion. Good luck influencing people who fundamentally confuse you!
Harout suggests keeping your mouth closed and your ears open. Sometimes, you’ll need to instigate the flow of conversation with the right questions. Asking about hobbies can provide a casual window into a client’s lifestyle that illuminates the bigger picture.
Another way of helping your clients feel like the center of your attention is by giving them thoughtful gifts. The more you know about them, the better. This means taking note of birthdays. Not just their birthdays. Their spouses’ birthdays. Their children’s birthdays! Also, remember and acknowledge milestones they’ve mentioned: anniversaries, holidays, and, of course, the day you helped them move into their home. Be a giver, not a taker. When you give, what you’re meant to have will find its way to you.
Storytelling + Influencing = TaleFluence
Harout’s musings on influencing in relation to real estate have found him more recently promoting a combination of influence and another of JohnHart’s 12 Skills for Exponential Success: storytelling. He’s dubbed it TaleFluence; a portmanteau of tale and influence. TaleFluence puts you, the real estate agent, in the driver’s seat… so you better know where you want to go!
By mastering emotionally-resonant storytelling, you can effectively utilize media to inspire and shape opinions. If it seems easier written than executed, you could be right. Excelling at TaleFluence takes time. But we actually offer consistent classes on TaleFluence to JohnHart agents at no cost. If you’re curious about how your career could benefit from TaleFluence, consider joining us!
Influencing is Always About Them
This may not seem like a blog about influencing clients, but just observe how people trust those who have made them the center of the world. The more you listen effectively and respond accordingly, the more you fit securely into the role of the trusted advisor. That’s a much more direct line to someone’s mind than you could hope to get by posting photos of yourself in exotic locales while never engaging. In this way, influence is surprisingly not about you at all. It’s all about them.
After working with, and for, many different real estate firms, it became apparent to Harout that there was a major disconnect between what consumers needed/wanted and the service that was being provided to them. It was upon this realization that Harout founded and opened JohnHart Real Estate; and as the CEO/Principal Broker he has continued to break from the norm and redefine real estate with an insatiable appetite to give his clients the service and attention they deserve.
