In England and other Commonwealth countries judges and barristers (lawyers) still wear powdered wigs, as part of their formal attire, to bring a sense of formality and solemnity to proceedings. In French there is a saying that perfectly describes people who copy or parrot others without a foundation of knowledge or research, just to impress others: It’s “wearing the wig without the brain”.
In this day of fake news and faux journalism, jaded opinions and paid social influencers, it has never been more important to get your facts accurate when blogging or conversing with your luxury real estate clients. Otherwise, they will begin to ask themselves, “What is missing in this picture” and the answer will be YOUR BRAINS!
Recently, we heard about a listing of a mansion owned by a very famous American family. Three agents were interviewed. Only one knew the difference between the Monet and Manet (two renowned, original impressionist artists). The other two agents relied on their respective company’s brand and affiliations with British auction houses to impress the seller; they personally had no clue about the famous impressionist paintings in this home. They had the wig without the brain.
Had the other two agents taken the time to research the coffee table book published about the art and furnishings within this mansion they would have had a better chance to win the listing. But, alas they were dismissed on the basis of lack of research alone!
The moral of the story is ask yourself what is missing in your knowledge base whether you are selling a luxury home or anything else. Your value as an agent will continue to appreciate over time if you do.