The Truth Behind Bobby Singh

Who would have thought 20 years ago… words, numbers, data, messages ideas could have been shared so freely and so easily with the internet and social media? As humans, we have never had such an awesome opportunity to make our voice be heard.

But there is a downside to all this

With so much information and ideas for people to pay attention to on the internet and social media, our messages and thoughts also stand a better chance of being disregarded and ignored.

And that contradiction is the biggest issue we have with social media

Most of reading this will be either an estate or letting agent … but irrespective of which industry you are in .. all of us as humans want our voices to be heard .. whether its because we want people to know our opinion or on a more emotional level … care about us (because we are social animals and need the love even it is a superficial like on Facebook) ..

… but back to business .. all of us in business use social media just to get people whatever product or service we are selling.

And that’s the point.

With so much noise – what are you going to say that will cut through all the crap and noise?

What estate/letting agents normally do

I was asked recently by an estate/letting agent, should I spend more money on new school digital advertising (banner ads, social media etc) or old-school print advertising to promote my business.

Both old and new school methods are just forms of communication .. a way to deliver your message to someone else .. one is on a mobile phone or laptop screen and another on a piece of paper

I replied, it's irrelevant what method of delivery you use.. the biggest question you should ask is .. what message is going to cut through all the noise and crap .. to get the attention of the potential customer

Without attention …. Nothing happens

With attention … if the message is good enough .. you will get engagement ..and from engagement comes trust .. Bobby is getting attention but more importantly .. turning that attention into engagement

That is why all your ‘brand awareness estate agency leaflets’ and ‘landlords wanted’ don’t work .. they don’t resonate with people.

That is why your leaflets telling people how much better you are as an agent with facts and figures, trying to give you an edge or angle over the opposition don’t work as well as you would hope

Why?

Because people ignore adverts now days

You ignore adverts

…and people are ignoring your estate and letting adverts

You cant ignore Bobby .. but more importantly .. once he has your attention .. he engages people

How do you get people’s attention.. then engage with them?

Use a technique that has been around for 50,000 years .. the very best way to communicate with a human

Tell a story

Just a tell a story ... Everyone has a different story

Bobby Singh has a story ..... and people follow that story

His story is his truth

Should you copy Bobby ... no .. tell your own story.

Bobby isn't successful because of his billboards, his ￡50k a month advertising spend, his eye-watering Zoopla bill no - he is successful because he tells the real story of Bobby

Real Life

You need to build the complete story—the one that resonates with customers you want .. the homeowners and landlords (or whomever your potential clients are in whatever line of business you are in.. this story thing isn’t just estate/letting agency .. its life).

Bobby tells his story .. a larger than life man, the Lion as he describes himself, who is out there in the world

Many love him, a few despise him ...

That's not the point of this article whether you love or hate Bobby .. Bobby tells his story .. he is very definitely Marmite .. but at least he tells a story

Every story must have a start, middle and an end. There is a provocative event, struggle resolution, a champion and a leader, maybe a let-down but then triumph.

I am not suggesting you become Bobby Singh or start your own version of even tell your story in a Hollywood blockbuster or Agatha Christie novel for your estate agency no .. all I am suggesting is you start creating the complete and awesome estate/letting agency brand story because there is no single procedure or system for stirring the human heart.

The imperative thing isn’t the method of the story or genius of the imagination — the most important thing is the meaning and purpose behind the narrative to tell that is the key to stirring the hearts of the people we hope to work with (ie house sellers and landlords).

Our journey to tell the best (most professional) story stops us telling the real story.... our story

…and that’s the key …

To start with the truth on why we started our agency, telling people what we believe in and why ..and why they might want to join us on that journey with their problems and how we care about solving those problems for that one individual person.

My intuition tells me as a human being that getting to the truth, the real truth at an emotional level works better than finding the angle.

Thank you for reading this .. and before I go

If you want to read more thoughts like this on being a better estate/letting agent, telling a better story and get the customers and fees you deserve for your agency .. I have a YouTube channel with over 380+ videos on attracting house sellers or landlord clients https://goo.gl/kqVovH or a Blog with nearly 600 posts https://how-to-grow-your-lettings-agency.blogspot.co.uk

Thank you

Christopher