Audrey Hepburn, courtesy of Wikipedia
In Part 1 of this series we stated that to in order to get invited to high-end listing presentations “YOU GOTTA HAVE GLAM!” Glamour is the attractive or exciting quality that makes certain people or things seem appealing or special. It is the allure, the fascination the charm the magic, the romance, and the mystique that captures attention and sparks word-of-mouth advertising.
You would think that having Competence, Communication and Care alone would be enough to build a very strong luxury real estate marketing practice. Well, it is possible if you have the patience to build your reputation one client at a time. But, to get there faster and with much less effort you need to rapidly broaden your referral base. And, that takes GLAM.
On a professional level glamour is a combination of two essential elements:
1. Extraordinary Packaging that AMPLIFIES your unique promise of value to your target market.
2. Charisma: The compelling PROJECTION of your inner certainty.
The combination of extraordinary packaging and charisma creates a MAGNETISM that can ACCELERATE the pace at which you achieve top-of-mind status and can also CATAPULT you to the top of the “A List” for listing presentations.
In Part 3 we will discuss how having extraordinary packaging and charisma without the substance of competence, communication and care is tantamount to walking on thin ice. Eventually, your shortcomings will be exposed and your foundation will crumble.
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