Do you feel like you’re suffering from “communicationitis” (which is caused when you get 467 too-many emails, 97 extraneous pieces of mail, and 47 solicitation calls – from charities, of course)?
You’re not the only one. Consumers are feeling really, really over-communicated with. Have you noticed that those emails and cards that you’ve been sending seem not to be opened or read? Maybe it’s because we all have been communicating the same old messages, in the same old way (just listed and just sold cards, anyone?)
It’s Time to Put on Some New Shoes
In his terrific book, A Whole New Mind, Daniel Pink builds a strong case for why right-brainers will rule the future. He says, that technology is easily copied, and I agree. But, creativity is not, because it uses a human brain – just one human brain at a time. In fact, as the old song says, “There will never be another you.”
Pink notes that technology jobs have moved overseas. But, those jobs where creativity counts big are the “next big thing” for Americans. It makes sense, then, that we must develop our “right brains” to communicate more effectively – and create better value for our clients (how would you like to see your commission rates go up for a change?).
Creativity and the Real Estate Professional
In his book, Pink gives an example of a card he received welcoming the new buyers into the area. But, the agents didn’t include the selling price. They didn’t brag about themselves. They didn’t say they were “number one in service”. Instead, they told the story about how they had helped an elderly seller get her home ready to be sold. They told how much the new buyers treasured the history of the home. It was creative; it was personal; it was relational.
Building the Relationship with Creativity
Technology doesn’t build relationships, you do. In my new presentation, YOU–the Brand, I help real estate professionals see how to go from “cold communication” (Internet inquiries and emails) to warm relationships. We explore how to take your natural talents and skills and turn them creatively into real estate success. Until we can create high trust, we can’t form a relationship. The relationship blossoms into long-term business, referrals, and a solid career.
Suggestions: Read Pink’s book, study creativity, try new ways to communicate (compose new messages and explore different goals), and recognize that keyboards don’t form relationships, people do.
What Tickling the Ivories has Taught Me About Creativity
If you’ve heard me speak, you know I make many references to music – and even tickle the ivories, many times with someone from the audience. As a pianist since age four, I recognize the power of music, coupled with the performer’s creativity, to “speak” to audiences, to touch their hearts. Our jobs, as real estate professionals, is to crash through the barriers of the hardware and software, to reach past the barriers of cold communication, and have the goal of creating a long-term, trusting business relationship.
Here’s to your creativity explorations!
My best,
Carla Cross
