It’s been a while since I put pen to paper (figuratively speaking) but when I’m challenged, it’s my best way to rationalise what’s going through my mind when it’s troubled and hopefully, at the end, gives me some perspective and clarity. 

In short, welcome to my latest brain dump. Apologies in advance. It’s one of my ‘wordy’ ones.

What am I troubled by?.. Well… Lots. But here’s a start. There’s no argument that the current social challenges created by protracted lockdowns and reduced freedoms is taking its toll on most of us. And, clearly, it’s affecting some more than others.  

I want to be clear from the outset that my covid experience is not your covid experience. No judging or comparing by me here. I’m crystal clear that I’m one of the lucky ones. 

Yes, I’ve lost 90% of my speaking and MC work through the cancellation of events across the country. My consulting work is also running at 10% of its normal demand as people understandably cautiously navigate a new normal.  But I do have perspective.  

I haven’t lost my house or my car. I haven’t had to sack any staff, or rationalise any assets to stay alive. There is food on my table and beer in my fridge. 

I am still in possession of my sanity, although Tara would be happy to argue that point. I still have my health and plenty of opportunities to change my business model.  (You should check out my new Zoom room.) 

I live in a country where the governments I voted for (and also against) are doing what, in their minds, is their absolute best to fight for us all, against what is a constantly moving target, and I’m cheering them both on to do a job that I wouldn’t want in a lifetime. 

So, what’s the cause of my current troubled mind? 

Daily, I’m seeing social posts from some of my dearest friends turning darker. Conversations I’m having are less light with many people. It’s been a long 21 months.  People are getting tired. Their resilience is being challenged more than ever before and, sadly, cynicism is taking over.  

As a side comment: If you’re worried about the jab containing some kind of unknown poison, that’s totally your call. But, personally, I think we should be much more worried about the toxic effects of the cynicism that’s running rampant. If it’s allowed to infect us at its current rate, we’re gonna have bigger long term societal problems to face than a passing once-in-a-generation pandemic.  …..  But I digress.

Those who know me well will know me as an optimist.  I pride myself on being that ‘glass half full’ kinda guy. And if that glass ever starts to get even a little bit empty, I’m first to the bar to fill it up again.  Optimism and positivity are what keeps me sane. 

Sure, I know that sometimes the world is crappy and shift happens, but I absolutely believe that we are our own best motivators.   (For many years, it was my bank manager. But decades of bloody hard work eventually silenced him!)

But not only are we our own best motivators, it’s the things we say and do that also motivates others.  Lots of others. Both positively and negatively.   

Now, I’m not suggesting that we all run out and start posting motivational memes every Monday*. *In fact if I see you doing that, I’ll probably come over and tap you on the shoulder, fiercely. I draw a hard line at not posting Motivational Memes. Please keep those for your own vision board.      

What I am saying is that the message you send out socially or in person can have a really profound effect on your Tribe and beyond.  

Now before you accuse me of ‘pulling a Zuck’ and suggesting that what you say, do, and post should be censored.  I’m 100% not.   Knock yourself out, baby!  Post what you like. Have an opinion.  Don’t be a sheeple. (whatever TF that is)   

But please remember, what you, and if you’re in business, your people, say, do, and post has both direct and indirect consequences..They are the messages of their – and your – brand.

In 2011, I wrote a few pieces for a business I was involved in at the time. The pieces related to the commercial perils of some of our sales team sharing some very strong opinions online about the politics of the day.  Are you picking up what I’m putting down here? Eg:  “Rudd’s a Dud” “Rippof Rudd” “Kev the Clown”, etc etc.   Passionate? Yes. Good for business? No. 

Fast forward from 2011 to today. I’m now witnessing some of my colleagues share some incredibly strong opinion pieces relating to the current situations we’re all being challenged by in Oz. 

Comparisons of our current circumstances to Nazi and Jewish death trains. 

References to similarities between our lives and oppression and communism, and the Tiananmen Square Massacre.  

Today, I read a comparison that we’re all victims of domestic violence, being held hostage at home by an oppressive partner (i.e., the government).     

Clearly they’re not views I subscribe to, nor do I think most of us do..  But they are opinions or examples shared by colleagues, some who hold senior roles in our business world today, and frankly I’m amazed that their employers, as responsible community citizens, are actually OK with it, or blissfully unaware of it.

And seriously, i’m reading these posts at the same time I’m reading about our colleagues new ‘beamers, their impressive watch collections, or how they’’re killing it or crushing it by setting seemingly new street or suburb records almost every day.  

That certainly doesn’t sound like oppression or communism to me! 

In the pieces I wrote for our team in 2011, I reminded our people of the golden rules of not talking politics, sex, or religion online.  It seemed reasonable in 2011 to remind our team of those days that simple basic political numbers suggested that 50% of your audience would applaud and back-slap you for your witty humour or loud political opinion, and the other 50% of people would think you’re an absolute dick, and would take an oath on a stack of their favourite religious doctrines to never do business with you again. 

Now, those numbers may not worry you in slightest, and that’s totally cool. I’m not telling you what to do. In fact, Tara goes to great pains to remind me that we’re all wired differently, and I acknowledge, that at 61, I’m getting into that ‘grumpy old man’ territory.  

I’m just saying that there are consequences for actions, whether it’s 2011 or 2021. Whether it’s Politics, Sex, or Covid that you feel the need to share your passionate opinions, or wild conspiracy theories about, that’s 100% your right. To take that away would be genuine oppression or real censorship.  

Personally, I choose to share optimism.

I personally choose to leave a mark of positivity. Of course, I’d like to understand vaccines better, and the actions of governments of all persuasions over my 61 years has left me with a healthy dose of skepticism. But, on balance, I am prepared to give them my trust to look after the best interests of my community. They have families too, and none of us are getting out of here alive anyway. 

But I really only have one conclusion and message today. It’s simply this. Just as I have. Please, before you hit ‘Post’ on anything you share on social media, give some solid consideration to the value of what you’re sharing. Consider whether it adds to the current rampant toxicity, whether it’s valuable, and whether you want it to be a permanent record of ‘Brand You’ once all this fades. And it will. 

I just want to share a reminder that there’s a silent majority out here, as Sting would sing, “watching every move you make, every vow you break, every smile you fake, every claim you stake, they’ll be watching you.” 

What will they be seeing and remembering?  I know what I choose. 

I wrote about it and shared it here. In his short piece, Brogan dot pointed things he’d do if he were a Realtor in 2009 with the then emergence of video, Twitter, and a new fad thing called Facebook.   He talked a bit about community and engagement.

In light of the current angst within much of the real estate community in Australia, I thought I’d use some licence and build a 2014 Australian version of Brogan’s wonderful words…

If I Were an Australian Real Estate Agent in 2014

• I’d identify and develop a ‘magnificent modern point of difference’ in my marketing.  

• I’d acknowledge that anyone can put a listing on realestate.com.au. Even a seller. On their own. I’d never forget that.

• I’d use video. Lots of it. No more BS excuses on why you can’t.  The days for excuses on video being “too dear, too hard, too slow” are over.

• If I were a Real Estate Agent in Australia in 2014,  I’d understand that many sellers still see us as necessary evils in the transaction. I’d work tirelessly to change that perception of me.  Immediately.

Regardless of whether I’m an Agent, Agency or a Salesperson, I’d have my own websites. Plural. Lots of them in fact. At least 5.  I wouldn’t just settle for the stock-in-trade website handed out to me by my franchise group or association. Sure, I’d pimp the franchise or association one out to the absolute max, but I’d also have my own strong, structured strategic plan for developing online lead and relationship generation.

• I’d have information-rich and totally relevant websites for buyers, sellers, investors, and others.  They wouldn’t be talking about my company or fuelling my own ego with posed out of date photos of me in a flash suit, or standing in front of a leased racy BMW. The websites probably wouldn’t even have my logo on them. They’d be strategically designed to inform people and capture lots of enquiry. They’d position me as the indisputable trusted local authority.

• I’d trash the absolute crap that gets sent to the people in the database, and I’d replace that mail with interesting, relevant information that people appreciate receiving.  *(Tip)  If I’m a 700k Unit buyer, please don’t send me 2 million dollar farms or your $200 p/wk rentals.

• I’d stop advertising to chase NEW business and I’d connect with the forgotten ones. The people who’ve already had a brand or personal experience with me.  It’s so much easier to deal with those who already know us.

If I wanted to excel as an Agent in Australia in 2014, and beyond, I’d ask someone trustworthy which database they think is the best database. And when they answered, ‘the best database ever invented is… ‘the one you actually use’, I’d believe them, I’d stop searching,  I’d  do what Nike say (#jfdi), and I’d move to the next point  Swiftly.   

• I’d use my database product and, because I’m better using my brain, ears, and mouth than I am with typing words and numbers into a database, I’d appoint an offshore database manager for $2.00 an hour to input and manage strategic forms and frequency of communication with my clients to ensure an ongoing drip feed of repeat sellers and buyers.
• If I were a professional real estate agent in Australia in 2014 I’d be showing my sellers the deep connections I have with ready made buyers in my database and I’d use that as a key point in my listing presentation. That’d be one of the key differentials I’d win every listing from you on.

• I’d letter box drop 10,000 glossy print, dl sized banana and almond cake recipe cards to my farming area every month without fail. BUT ONLY IF they actually were a proven source of seller enquiry.  And once I finally came to my senses and realised they’re a waste of money, I’d change that expenditure into creating an awesome digital footprint that gets me found where the genuine sellers and buyers are researching.  And that’s not in their letterbox.

• I’d post all my listings to my local institute site. As a member, I get to vote on the make-up of that board with my colleagues. We are those site’s stakeholders and shareholders.   I’d remember Don Chipp, founder of the Australian Democrats Party’s goal ‘to keep the bastards honest’.  Support your Institute. They’re not the bastards. Help them help you.

• I’d still post my listings on realestate.com.au. and Domain and some other portals. But I wouldn’t do it until I had absolutely  exhausted every other source of enquiry, and never ever before 30 days had passed. I’d never break ranks from this and I’d only work with a business that sees the bigger, long-term picture and supported my colleagues and I to do this.

I wouldn’t ever remotely consider buying a feature, premium, or fancy pants advertisement at up to a seemingly ridiculous $3,665.00 on a portal to get a listing found a bit higher up for a week or so. Trust me. The buyers will still find your property. Just like the major portals, I have conducted my own deep dive private research using my Mum, Brother, and my long lost Aunty Joan on this. They still found their neighbours’ homes for sale hidden on page 4 of realestate.com.au. and Domain amidst a sea of crammed, glittery, irrelevant, distracting, flashing advertising mayhem. 

• If I were a real estate agent in Australia in 2014 I wouldn’t stick my head in the sand and smugly say ‘it doesn’t matter what price the portals charge, I don’t pay for ads, My sellers pay for all their advertising’ ..  My friends, the day will soon come when even your sellers will too be tired of being anally probed and say ‘enough is enough ‘. Do your job and represent their interests in all parts of the transaction. That includes cost-effective marketing.

• I’d very quickly get to understand how Facebook, Google and retargeted online advertising works and I’d adopt it into my my business’ and my clients’ products as part of my magnificent point of difference I referred to in Point 1.

• If I was personally challenged and didn’t know how to effectively use the online world to professionally market property and myself then, just like a budding auctioneer gets an auction coach and just like a first grade football or cricket player gets a kicking, tackling or bowling coach, I’d get an online marketing coach, or I’d take me up on my free offer to Pick Peter’s Brain.

If I were a real estate agent in Australia in 2014, I’d certainly support a move for change, and I’d do it now…otherwise the industry you have today might not be yours in 2016.

But that’s just what I’d do.  You?  

You’d probably also enjoy this really short post on the importance of having a great digital twin. 

We need to be very cautious at what we say online. The News Polls tell us that near enough to 40 to 50% of Aussies are aligned in some way with a political party. With this in mind is it smart business for you to share your political views with your social networks?.. Do you know what their politics are?. Would sharing your views assist or impede any future relationship you or your team may have with them. The Fact is that you’re guaranteed of affecting (read damaging) your relationship with around 40 to 50% your social network if you get too passionate about your politics online.

Your business needs a Social Media Policy. Have you got one?… Like a hand in building one?…  Call me today! Peter Brewer 2.0 0417 630 962

Let me acknowledge that we live in a free country and I value our freedom and right to express our feelings. Let me just say “Time and Place”…

Having a social media policy and expectations around the things your team say online is also critical as social sites  develop more and the line between clients, customers and friends gets blurry. An example may be that you or one of your team may have a particular opinion about politics, religion or sexuality. It may be that in an online world their opinions should be kept to themselves or only shared with (VERY) close friends. It just may be that the person reading your Facebook post or Tweet may have a significant leaning in an entirely opposite direction. Sure, its important to have and respect freedom of speech, but lets be mindful of the line between what we say in a personal world and what we say in a business world… and what effect those shared public opinions may have on future business and ongoing relationships for us and our businesses.

I think you’ll find the video below helpful in developing a simple social media policy for you and your team.

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