You’ve seen it on yard signs, business cards, websites, the bulletin board by the mailboxes in your building… even on the on demand real estate channel that no one really watches. That face has been haunting you, asking you- telling you, really- that it’s the only face you can trust, the only face that will work hard for you, outsmart for you, outmarket for you. That face loves you
, even whey you’re not sure if you love yourself.
It’s the face of another real estate agent. Like this guy:
Yes, you’ve seen this face many times before… but why? I mean, the guy that’s preparing your taxes- representing you, in a sense, to the IRS- did you see his face before you decided that he was the guy that you could trust with your most intimate financial details? How about your doctor? Did you see his face on a yard sign before you decided that he was the chosen one that would bask in the glory of your colonoscopy?
These pictures not only convey a sense of professionalism (more on that later), but they’re also an economical way for agents to literally brand their faces into the subconscious of potential home buyers and sellers. Over and over and over. And over.
Like many elements of marketing, it’s not so much the intent that’s in question, but the execution.
The guy below- might he have been better off just opting to forgo the head shot?
Or how about this ambitious agent? I’m all for P.T. Barnum’s “”no PR is bad PR, so long as they spell my name correct”” ideology, but how many actual home closings did this glamour shot garner?
I could probably go on and on about this phenomenon (I’ll leave that for the “”comments”” section), but I’m better off just coming clean. Here’s my most recent head shot:I know what you’re thinking: “”That Jon Effron, he seems so professional, intelligent, caring, honest and menschy. I’m never going to forget that face, nor will I forget that that face represents the highest level of service and integrity.””
That’s what I was thinking when we took the picture.
In the final summation, let’s turn to the Urban Dictionary
for a great definition on a classic, oft-used maxim:
Don’t Hate The Playa/Playette Hate The Game: Do not fault the successful participant in a flawed system; try instead to discern and rebuke that aspect of its organization which allows or encourages the behavior that has provoked your displeasure.
PS. A dear friend took my headshot, and put it on my body (when I’m not real estat-ing, I’m a famous torso model- click here
for more). It goes something like this: