Photo by © Carrienelson1
Two of the most iconic and charismatic
film heroes of all time are Hans Solo (Star Wars) and Indiana Jones both
played by Harrison Ford, Although, he has never won an academy award
for his acting, he is the 5th highest grossing box office
star in the world. He had the extraordinary packagiing (good looks) and
the charisma to land these coveted roles. Mr. Ford has GLAM!
Choice film roles are like high-end
listings. To break into luxury real estate and get invited to high-end
listing presentations you either need a lucky break, or you need the
courage to project your inner certainty, which is what charisma is. With
extraordinary packaging (expert personal or company branding) your work
is considerably easier because your packaging is like your personal,
silent salesperson; it speaks on your behalf.
However, having extraordinary packaging
and charisma without substance, i.e., without competence, communication
and caring, as a luxury real estate marketing professional, is
tantamount to walking on thin ice. Eventually, your shortcomings will
be exposed and your foundation will crack, crumble and melt.
Harrison Ford also playes a romantic role in, Working Girl,
a film that exemplifies this point. Melanie Griffith protrays the part
of a lowly, unglamorous secretary with brains but no charisma. Her
boss, Sigourney Weaver, a financial executive with GLAM in spades,
encourages Griffith to share her business ideas. When Griffith discovers
that Weaver plans to steal her ideas she begins a glamorous makeover
(extraordinary packaging) so she will be taken seriously as an executive
not just a secretary, and she pitches her own idea directly to a
potential client.
The proposal is well received because
she took command of how she was perceived. And, she mustered up the
courage to project her certainty, which gave her charisma with
substance. At the end, Weaver’s character is exposed for what she is:
someone with charisma, talent and extraordinary packaging, but without
heart or soul.
The moral of the story is
that, in marketing luxury real estate, GLAM (extraordinary packaging and
charisma) can get you just so far. It can temporarily cover up for
deficiencies in Competence, Communication and Care. But, the illusion
eventually fades.
This image of an African
secretary bird (since we talked about an unglamourous secretary's
transformation into a charismatic executive) says it all! GLAM
(Extraordinary Packaging and Charisma) + Competence + Communication +
Care = The winning formula for getting you invited to high-end listing
presentations.
Tis the Season for GLAM! Stay tuned for more.
Written by Ron & Alexandra Seigel-
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