by blake gray, principal at apex estate agents
You’ve been caught! Curiosity got the better of you. Don’t be ashamed. There’s no turning back now. You saw ‘sexy’ in the title and decided to read on…didn’t you? After all, add the word ‘sexy’ to virtually anything, make it bold, perhaps change the colour and you’re sure to attract extra attention. In and of itself this is the point of today’s piece – namely that ‘sexy’ sells.
I put it to you that in all its facets the once relatively niche subject of real estate has transmogrified before our very eyes – particularly over the last decade and a half – and in doing so has now become a sexy subject. By this I mean to say that it has firmly captured the public consciousness by providing some of the most alluring, exciting and all–encompassing content currently available for consumption. Ultimately with the express purpose of giving you what you desire. Admittedly I’m being slightly tongue–in–cheek in my approach, but ‘sexy’ takes many forms. Let’s take a closer look at how this transformation occurred and why property sellers should be embracing it.
The Position – How we got here
If given 30 seconds to do so, how many real estate related reality shows, brands, podcasts or personalities could you name? I dare suggest you’d be able to identify at least half a dozen. Do you consider yourself to be particularly active in and knowledgeable of the workings of the property market? For many of you the answer is likely to be, ‘no’. This may go some of the way to illustrating the idea that real estate has, in fact, been quite successful in making itself increasingly relevant to much larger audiences – especially those whom otherwise would not have actively engaged with real estate in its more traditional framework. As with many things the rise of reality television, social media and other platforms like YouTube have significantly contributed to its expansion and appeal. In short, technology has changed the landscape for real estate. Its reach has traversed the online space and with fierce speed and accuracy too. For the general consumer this means more relevant content to absorb. For property sellers this landscape has opened the door to a wealth of readily accessible tools, practical information and industry professionals.
Fantasy and Escapism – A new wave of celebrity
How many celebrities do you follow on social media or via some other means? Why do you follow them? It’s not controversial to say that our fascination with celebrity remains strong and for a litany of reasons – we develop crushes; fantasise about them; we admire their skills or traits such as confidence and humour; we partake in the drama they can create; we crave the escapism that they facilitate and so on. One no longer needs to be a billionaire property developer or prominent businessperson to garner notoriety in the eyes of the public as a real estate personality. It is now increasingly the case that real estate agents, auctioneers, buyers agents and even professionals in allied disciplines such as building, sales coaching, landscaping, architecture, interior design and photography are using the online space to popularise their discipline, elevate their reach and achieve fame. Here we see the emergence of a new wave of celebrity. Any salesperson with an aptitude for curating an audience in this real estate space has by definition displayed their ability to build value. This level of business acumen should be highly regarded by anyone looking to sell their property.
Size Matters – The loudest mic reaches farthest
Do you find the amount of noise created online and in the wider world to be endless and deafening at times? People competing for attention – in some basic sense that’s all it is. The more followers, listeners, views, subscribers, likes, shares and comments you accumulate, the greater your social currency. Such is the nature of the internet, engagement begets engagement. In other words the loudest microphone reaches the most people. So how does this benefit you if you’re looking to sell your property? Selling is a numbers game. The more exposure that your property gets, the better. When it comes time to sell, consider a salesperson, team or brand with established, superior social currency. Even though you may not consume the type of content they produce, remember that their social capital will automatically become one of your greatest assets and tools in the sale of your home.
Vicarious Pleasure – Stories & emotion at your fingertips
Have you ever felt excited for someone else, or felt the tension in the air when witnessing an argument? Have you cried while listening to music or song? Do you know the satisfaction that comes from reading poetry or other forms of literature? Have you experienced an adrenaline rush as a consequence of watching sports? If you have then generally speaking you understand what it means to experience something vicariously – through the experiences or actions of another person. Real estate is perhaps more about story than it is showmanship. It has precisely evolved its content, marketing and message to include all the emotions and pleasures listed above. That’s not all. Perhaps one of its most impactful adaptations has been to directly attach itself to other things that consumers are already attracted to, each of which has its own specialised market – luxury cars; fine cuisine; love of travel and exotic destinations; celebrity; fashion; online learning resources etc. Thus real estate has become synonymous with all these things. As a result its finger is firmly placed on the public pulse. It is the coalescence of the above and much more that makes for a powerful and addictive stream of content. Emotional resonance drives buyer demand which means quicker decisions and stronger offers from buyers.
APEX Estate Agents are a team of avant–garde real estate specialists, marketing experts, and consummate professionals absolutely obsessed with challenging the status quo. We exist to be the ultimate custodians for our clients, thus improving their quality of life through property – that’s our raison d’être.