Key Points from “What People Want More Than Anything – Insights from Inman Connect New York”
- Gisele Ugarte, a prominent figure in the real estate industry, illuminated the scene with her insightful talk during the first day of Inman Connect New York.
- What the consumers desire isn’t an automated response, says Ugarte. They are yearning for a sincere, authentic interaction. This little chunk of humanity could make a colossal difference.
- Ugarte emphasized that the rulebook of real estate has apparently undergone a significant shift. The traditional ‘robotic way’ of handling transactions doesn’t cut it anymore.
- Third-party apps and agents saturated with stiff scripts are being shown the backdoor. Personal connection is what’s getting a red-carpet welcome in this new era of real estate.
- Holding everyone rapt in their seats, Ugarte affirms that understanding the customers’ needs, appreciating them as individuals, and reciprocating on par with their emotional investment are the keys to being a successful real estate agent today.
- The era of impersonality is over; it’s the age of personalized, meaningful interactions. And any entity not hopping onto this bandwagon is digging their own obsolete grave, as per Ugarte.
My Hot Take on The Matter
Humanity – 1, Automation – 0. In this thrilling match of the real estate industry, Gisele Ugarte has blown the whistle on the impersonal bots fouling up the game. It seems like cold, hard scripts have received a swift kick out of this new field where emotional intelligence is now the most valuable player. Hooray for humanity!
In this “emotion” economy, the age-old business mantra – ‘It’s not personal; it’s just business’ – gets tossed out of the window like yesterday’s newspaper. People want the ‘thrill of the deal’, but also the heart behind the suit, the story etched in the handshake, the understanding smile with the contract.
So, if you’ve been operating your real estate business like a soulless vending machine, it’s time to jack in the humanity chip. After all, we all want a heart, not a “heart-LESS” response. It’s indeed the advent of a new era in the real estate industry where tenderness seals the deal – not the mechanical efficiency of a terminator. And, as our dear friend Ugarte points out, any business not willing to join this emotional roller coaster might as well wave goodbye to relevancy – the train to the future just doesn’t take robots.
So, let’s embrace the feelings folks, because apparently, in the world of real estate, “love sells” too. How’s that for a turn of events? Or should we say, turn of e-motions!
Original article: https://www.inman.com/2024/01/23/dont-sacrifice-humanity-for-convenience-in-marketing/
