Your What is not your Why
Often when I ask people what is their "why," they will tell me what they do. Or worse, they look scared and confused and have no idea how to answer my question. Once they hear why their "why" is so important in defining their brand that's where they start heading for the weeds with a deer-in-the-headlights look of panic.
But it's not that difficult.
Here's an example: I am a real estate agent because I believe in really great customer service?
Is that a why? Mmmmm kind of.
Here's another example: I am a real estate agent because I'm a grandma now and I want to have a new career.
Is that a why? Mmmmm kind of.
We need to go deeper when we talk about our why. What do you have a passion for? What really rings your bells?
I love being a real estate agent because buying a home is one of the most important decisions someone can make so I have a really thorough process to help people make the right choices and so it becomes less scary.
As a former engineer I use the power of science to speed up the home selling experience. My sellers typically close within 60 days.
Yeah, that's a really good why and also a what.
Or maybe for the grandma example above, it could be written as: Having raised 12 children I understand the importance of choosing the right community, choosing the right schools and the right home for growing families. More importantly, with that many kids in the house I am a fantastic listener, multi-tasker and I can remain calm in the face of chaos. I've helped bring science projects and 2,000 cupcakes to life with just 24 hours notice. So trust me when I say I take what can be a confusing experience and make it simple and fun.
Better still: When you want a home buying experience that is simple and well organized, I'm the agent for you. Why? Because I'm a mom of 12 so I understand how to turn chaos into calm and fun.
In the last example we took the why and transposed it from the buyer's point of view.
See how cool that is?
Why is your WHY important? Because it communicates so clearly who you are so others can connect with you and easily understand your frame of reference for helping them. It's WHY people buy from you.
The secret to great marketing begins with a fully understood and articulated brand. What does that mean? It means that all the art related to a business matches the reason why you started the business in the first place and it evokes an understanding of who you are and what you are all about, how well you know your customer and how much you care about them and what makes you different than others in your industry. More importantly, it is the driving force to creating a sense of trust between you and the person who buys what you are selling.
Ultimately Real Estate Agents are Marketing Professionals with a deep knowledge of the real estate industry. The most successful agents are those who understand that they are first marketing themselves and their why, next they are marketing the homes for which they carry a listing or using marketing strategies to find a home for the clients that have hired them for this most important purchase of a lifetime.
For example, here's a good start to get you thinking about the why. If you are hired to sell someone's house you begin with the why right? Why would someone want to live here? Why is this a good choice for a first-time home buyer? Why are they selling? Why is this kitchen amazing? Why is this backyard perfect for those with pets. See how the HOW and the WHAT becomes subservient to the WHY? Once you ask the why questions, it leads you on the path of how to market yourself and who you want to talk to that will get you and want to work with you.