Let’s talk a bit about Managing Stereotypes

As I started to explain in the last section, people make judgements and assumptions at the door. But I don’t want you to get too caught up in why. They simply think what they think. It’s just a fact. Take it or leave it. What I do want you to do is take this information and manage your game accordingly. You can adjust your game to fit what they think. You can use what you know to reverse engineer decisions in your game. When you know what they probably think of you, you can work it to your advantage. You can choose your knocking strategies accordingly. 

 Here’s another example. Certain people believe young agents don't know as much. There are homeowners who will take one look at a younger person and instantly decide not to list with them. They believe age equals experience. I've heard people say, “Why would you hire a kid?” Yes, some people refer to an agent who is already 30 as a ‘kid.’ 

In the mind of many prospects, your age puts you in one of two buckets. You're either a new, young, and inexperienced agent…or you're an older, experienced agent. Neither of these is likely true. These are stereotypes people have in their heads. This is simply how prospects think. 

When you arrive at a door, be prepared for these stereotypes. What’s the best way to overcome the stereotypes your client may have about you? Try to get a sense of your prospect’s tastes. Do they prefer a traditional agent? Or will they like that you’re young and current? When I’m at the door, I pick up on whether people believe in one or the other. I reverse engineer what I say accordingly. 

If you’re young but you think they prefer traditional, show how much knowledge you have in traditional real estate. Counteract their thought that you’re less knowledgeable.  You can also remind them that you are always learning. This eagerness to learn and evolve is your advantage. They may assume younger agents are less experienced but you can remind them that young agents are very flexible and ambitious. On the other hand, established agents might not be evolving with the industry. Prospects deserve an agent who is always working hard to empower the homeowner. Newer, younger agents are often working the hardest for their clients. You can use all of those stereotypes and flip them to show your strengths.

Social media and new marketing is an Achilles heel for established agents. If you're a younger agent, you can tell your prospect that you rarely run newspaper ads because they get less traction these days. Tell them about how your office leverages new media to target people interested in that neighborhood.

The bottom line here is this. Play up your strengths. Work them to your advantage. When you choose what you say wisely, your strengths will help you overcome stereotypes.  Follow all of the Agent Renovation accounts:

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