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5 ‘swift’ lessons from Taylor Swift’s Eras tour

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I’m not much of a “Swiftie”, but when I had the chance to go see the Taylor Swift concert movie, I was blown away by the amount of effort and attention to detail she’s invested in her show.

Ms. Swift is more than just a singer and her show is more than just a concert. Just like her marketing and brand, she’s thought of every detail and aims to provide the best experience for her fans.

While my wife and daughter were singing along, I was sipping Dr. Pepper from my souvenir cup and couldn’t help but make a few notes. Here are a few quick lessons on what realtors could learn from Taylor Swift: The Eras Tour.


Go big

“Even if it’s just in your wildest dreams.”


Taylor could simply stand in the middle of the stage singing songs for 90 minutes and she would likely still sell out venues. Instead, she’s designed and developed an elaborate experience that lasts over three and a half hours, rain or shine. There’s no mailing it in when it comes to her fans. She’s delivering the best she can dream up every chance she gets.

When it comes to your clients, forget about the least you can do … What’s the most you can do? Taylor has been known to follow her fans on social media and surprise them with personal, hand-wrapped gifts or invites to private listening parties at her home. Her social media is often a puzzle, giving hints to upcoming projects. She’s doing more than what’s expected.

What can you do to develop a community of brand fans who share everything you put out, can’t wait to see what you do next, trade friendship bracelets and sing your praises from the stands?


Be the mastermind

“What if I told you none of it was accidental? I laid the groundwork and then, just like clockwork, the dominoes cascaded in a line. What if I told you I was the mastermind?”


Have you ever had one of those days where you can’t lose? Everything happens on time, you run into a friend at the coffee shop, the barista remembers your name, there’s no traffic on your way to work, the elevator is already on your floor, etc. It feels like all of the stars are aligned.

What if you could make that all happen on purpose? Imagine a client experience full of surprises and moments that blow them away. An experience where information is provided right when they need it, gifts arrive when they are most appreciated, messages of encouragement are sent when they are most anxious about a big decision and you are there with the answers to the questions they haven’t yet asked.

Figure out how to develop those systems and processes so they happen automatically in a way that feels customized and authentic. Make the unexpected happen by design.


Shake it off

“You need to calm down.”


The only thing you can expect in this business is to get frustrated at some point. Whether the cause is a bad situation, another agent or a client, there are lots of things that can trigger your heart rate. I’ve never had such a situation improve by responding out of frustration.

Take a break, go for a walk, blast the 1989 album and respond to that message in the morning. You’ll go further taking the high road and your clients will appreciate having someone be the voice of reason.

We’re here to put buyers and sellers together. Homes don’t sell when egos come into play and either party fights to have the upper hand. There should be two winners in every transaction.


Sing to the right crowd

“You play stupid games. You win stupid prizes.”


I’ll see agents online complain about the challenges of working with first-time home buyers, yet they run Facebook ads that target that market. Some agents wonder how others with less experience seem to have every listing in a desirable neighbourhood, but they don’t see the effort that agent has put into creating a presence in that community.

You attract what you put out in the universe. You can’t expect the phone to ring when you haven’t been focusing on your business. If you pursue listings by contacting “for sale by owner” sellers, you’re likely going to be working with clients who may not be aware of the value you provide.

Sellers in higher-priced neighbourhoods expect more perks and marketing than what’s provided in more affordable areas. If you want to play stadiums, don’t put on a basic show. Be the agent that attracts your ideal client and design your business and your brand to reach them.


Karma and reputation

“Trick me once. Trick me twice. Don’t you know that cash ain’t the only price?”


It’s a small world, especially with social media and Google reviews. You should value your reputation more than anything and choose long-term success over short-term wins. Some agents focus too much on getting the deal done, so they can move on to the next. Make sure the success of your client comes first. The deals and commissions will follow.

Your clients should be well-informed and comfortable with each decision they’re making. They are the ones on stage. Be their manager and point out every potential challenge and hurdle happening behind the scenes, even if that means collapsing some deals and avoiding potential mistakes.

They’ll be your biggest fans in the long run. Otherwise, you may be the first to blame when things go wrong and an agent they’ll never, ever recommend …“like, ever.”


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