Oh, When Will We Learn - It's All About Me THEM?
Before building a new website back in the day, I checked out, probably hundreds of real estate websites, and also took an informal poll from several of my then, current clients, former clients and friends pertaining to functionality and content of websites. One sweet client of mine actually sat down with me one day and showed me what he loved about real estate sites and what he didn't like about them.
One of the common ingredients on most of the sites that he disliked was the front-and-center self-promotion. For the most part, the others that I polled said the same thing. They responded that they weren't looking for the agent's productivity numbers, nor how good they think they are at what they do, nor how good their firm was--nothing about the author was of interest to them during their initial searches. They all said that they could learn about the site owner/author in the 'about' section of the website--when and if they were ready to contact someone.
Corinne Guest, Managing Broker recently posed a question in Q&A about agents boasting about their firm's productivity. This is the same message that I'm now hearing from the consumer as well.
Hmmm...that sent me on a mission to check my own site once again to see just what was front-and-center there; thankfully, nothing too self-promoting! Then, I decided to check the in-page analytics of my 'main' website to investigate the visitors' clicking patterns. Sure enough--they were looking primarily for homes, neighborhood information, buyer and seller information and local events. Of course there are other areas that the clicked but, those were the primary navigational buttons and links that they used.
The 'About' button was ranked far lower than any of them. That told me, not that they didn't care to find out who owned the site but, other things are more important to the consumer than I am. It also gave me some good blogging fodder - to post the top articles read in 2017 on my main website!
My own self-re-evaluation revealed that I've been guilty of self-promotion as far as my team goes. What's funny is that my team is such a wonderful support group and I am so proud of them, I want to shout it from the mountaintops! However, I realized that perhaps I come across as boastful within those posts as well and I need to curb that a bit myself!
Often, it seems, I notice this self-promotion in everything that I read. We find this all the time in posts and articles that people write all over the Internet--not just by agents either: "I'm the best at ___." "I have the most ___." "I'm a top producer." It reminds me of elementary school when the children would proclaim, "My mama told me that I was the best ___!"
Well, my mama taught me not to 'brag' and to give - give, give, give! And, she certainly never told me I was 'best' at ANYTHING! I also grew up in a generation of NO participation trophies! But, I digress...
Do writers REALLY believe that readers are incapable of seeing through their boastfulness? Do they really not understand that self-promotion is viewed as incredibly offensive by their readers? Surely they realize how truly negative their 'all about me' attitude is viewed, not only by the consumer but, by their peers as well. I'm certainly not saying to never share a tidbit or two about 'you,' nor were my friends and clients saying that - just be judicious about it!
When your life's mission is to help others, people can actually feel the sincerity--they just know the difference.
This holds true in everything we do--when working with others, building our websites and participating in social media. Even on ActiveRain--we're here to share our knowledge, learn from others and BUILD a community--not self-promote. Let your actual client online testimonials speak for themselves.
In my humble opinion, self-promotion = self destruction. This business is all about THEM, not us!
© Debe Maxwell | The Maxwell House Group | CharlotteBroker@icloud.com |Oh, When Will We Learn - It's All About THEM?