How can it be that someone as ignorant, twisted, self-centred, delusional, misogynistic, abusive, arrogant, bullying and petulant as Donald Trump can possibly attract the support of around half the American population? As we approach the big US election, if we can see past the rhetoric, perhaps there is some learning to be taken from some of DT’s attitudes and approaches that can potentially be harnessed by British estate agents to their benefit.

Whatever you might think about Donald Trump (and don’t even get me going), I have observed 15 areas where we, as estate agents, might be able to learn from his unique communication style:

⦁ Consistency. Whatever you think of his policies, at least Trump is never “off-brand”. Consistency drives his message home with almost annoying regularity. Consistency builds trust – even if you don’t like the man (and why would you) you certainly know what you’re getting. So make sure that your prospecting and other marketing activity is consistent with your brand and is systematic – drumming the same messages in, over and over again. Don’t stop mail-dropping, canvassing, or door-knocking because “it didn’t work!” once. Consistency DOES work.

⦁ Know what you want. People with strong opinions get elected. You are continually running an election campaign, as you’re trying to get sellers to “vote” for you. What are your policies/opinions/advice and how firmly do you communicate them? Or are you the very nice, but weak, candidate that soon gets overshadowed by a stronger contender?

⦁ Be blunt. Not a problem for DT, but do you tell clients what you really think? Or do you compromise your integrity by telling them what they want to hear? People can see right through that. I’ve spoken to several Americans who dislike Trump but who will be voting for him because at least (they think) they know what they’ll be getting. This is an example of the “Shiny/Authentic Inversion”, where people prefer the real (authentic) you, to the polished (shiny) you. That’s why those agents who embrace client communications and social media with personal video find they get great results, as it’s a raw, transparent, and highly personal way of communicating in what is, after all, a people business.

⦁ Strong image – Trump certainly has a massively strong image – right down to the weird hair (but at least it’s consistently weird). Given strong or “nice”, most people would opt for strong! But if you can combine strength with charm, then you’ll deliver the best of both worlds.

⦁ Self-belief. Trump certainly believes in himself. In fact, he is a megalomaniac who takes self-belief to a whole new level. We’re not very good at that in the UK, but I think you’ll find that the public prefers to work with someone who is utterly confident, verging on the arrogant, and holds to their convictions, than some limp-wristed, spineless, sycophant. Do you conduct yourself with self-belief? Do you exude confidence? Are you clearly the expert they need?

⦁ Self-promotion. Okay, you’d expect self-promotion from a politician, especially an American one. But how well do you self-promote? After all, people engage the person over the brand. Your brand just gets you through the door. Then it’s down to you. Yet few agents excel in developing and promoting their own personal brand – a trait in which many American real estate agents excel. You could at least have your photo on your business card, email signature, blogs and adverts – even the side of your car. Become your own celebrity (“ooh that’s too American” – well I say “get over it – it works!”)

⦁ Not afraid to upset people. You don’t have to agree with Trump’s policies, but few would deny that he absolutely believes in them to the extent that he doesn’t care if he upsets people, which he continually does. And, in that, is some integrity. Your views, opinions and techniques in the property sector should be so strong and sometimes even controversial that you should be hoping that 20% of the population hates you. At least the other 80% will notice you. (Some agents have clearly got this bit right). The thing to avoid in your business is not hatred – it’s indifference. Most people are indifferent to most agents. Don’t be a nobody.

⦁ Social Proof. Trump is a master at using the power of social proof, – even creating it by lying (not good). Have you ever noticed how he regularly garners support by saying how other people are supporting him, or other people dislike his competitors. “Everyone knows he’s a fraud”, “Nobody believes CNN anymore”, “Everyone knows that the democrats have already lost”, “You know it, I know it, the whole of America knows it…”, “the Iowa vote is with us”. All these affirmations, apparently supported by millions of others, takes advantage of the public’s herd mentality. That’s why “for sale” and “sold” boards work so well. “If everyone else is using XYZ Agency, then maybe I should too”. It’s less risky to use an agency that other local people have already endorsed. You can take advantage of this, by peppering your conversations with examples from your many other client relationships and situations. (If you’ve been on one of my courses, you’ll be familiar with the “Feel, Felt, Found” method of harnessing the power of social proof).

⦁ Hand gestures. You may not like what comes out of Trump’s mouth, but he is a master at accentuating his points with clear hand gestures. My understanding is that he has not been coached in this – it’s genuine, with many of his gestures enforcing clarity and authority. Along with the use of pauses (strategic silence) his communication style leaves no doubt as to who is in control and again, it’s highly authentic.

⦁ Entertain. Even though you may not like him, Trump is certainly entertaining. In one short speech, Trump can challenge, amuse, provoke, educate, stimulate, astound (“they’re eating the pets”) and entertain his audience. And you should do the same in your marketing, as well as face to face. It’s called engagement.

⦁ Pleased to see you. One aspect of political campaigning in the US that all the candidates use, is to appear to spot someone they know in the crowd. This is so contrived and overused, but it does remind us that people do like to be recognised and acknowledged. Let it show that you are genuinely pleased to see someone. That wide smile and firm handshake go a long way and could just be that small tipping point that makes the difference between getting an instruction and not getting it.

⦁ Success. Despite the many lawsuits against him, Trump certainly has the air of success about him, albeit way over the top by UK standards. But people are attracted to success (just ask Debbie “What-first-attracted-you-to-multi-millionaire Paul-Daniels, Magee, or even, appropriately, Ivana Trump). People would rather work with a successful agent than with an unsuccessful one, so why hide your successes under a laurel? If you do something well, then shout about it.

So there’s 12 reasons why Trump has does so well, despite his vile character and bigoted nature. But what has he done badly from which we can also learn? Three things strike me:

⦁ Blaming others. Trump always seems to blame others as an excuse for his own failings. Following his loss at the last election, he claimed the election was rigged (without any proof whatsoever). Had he won, I’m sure he would have respected the result! Ha! Isn’t it always the case that when we’re having a good month we take the credit, but if we’re having a bad month, we blame the market! So don’t only take responsibility for the marketing of a property, take full accountability. Look the seller in the eye and say, “if you instruct us, you’ll not only have a great team behind you, but you’ll have my accountability as well. No excuses – the buck stops with me! My job is to make sure you move, and I’m personally committed to making sure this happens!”

⦁ Criticising competitors. Trump disses his rivals at any opportunity. I can’t think of anything that makes you look as unprofessional as trashing your competitors. For example, it’s easy to find fault with any of the deficiencies inherent in an internet agency, but a seller hearing you doing so will see straight through you, losing you both credibility and authority. So focus on your strengths, abilities and character, in the context of the client’s needs, and they’ll soon realise what they would be losing out on if they chose an online-only alternative.

⦁ Sex. Trump seems to believe that he has the right to interact sexually with whomever he wishes, without necessarily having the right to do so. As I have found out, and my wife will confirm this, if you ask for sex without the right, you don’t usually get it! In fact, you alienate the one person you’re hoping to have sex with. You have to earn the right first.

So earn the right to the business before asking for it, and you’re more likely to score! So many agents go around with badly thought out, amateur, marketing messages. They blunder in expecting the business without having first earned the right to it by becoming the attractive agent of choice. Think about what you are saying in your marketing and add value with intelligent, relevant content that is welcomed into people’s homes. The acid test of any direct marketing, e-newsletters and social media content in agency is “do those homeowners welcome your approach, attach value to what you say, and look forward to receiving the next instalment?” “Free Valuation” and “No Sale – No Fee” just don’t cut it anymore. Nor does just bombarding people with your instructions on social media. Who’s interested?

So often, observations of the world around us, even distasteful ones, can be harnessed to deliver learning that can be put to profitable use, both personally and professionally. I hope these 15 might go some way towards helping you trump your competitors. (No pun intended)

Richard Rawlings is a well-known estate agency trainer and content provider. Details about his services can be found here.