Weeks of involvement drag by. You’re not having fun. Pouring yourself into it, people don’t seem to appreciate you. You’re likable. But, you’re not connecting. Relationships aren’t blooming.
This misfit story unfolds when the decision to join a group/organization/tribe/niche, is based on demographics, or worse, random happenstance. What’s wrong? Your Psychographic proclivities are not in alignment with the group you’ve selected — these people aren’t your kind-of-people, you know it and they know it. Ergo, nothing good happens.
The fix is simple and quick. When you engage with a tribe that has shared passions, interests, activities and opinions, you click and stick.
Now is the time to open your mind and imagination. Let’s talk about how to enjoy, grow, nurture and profit from choosing the right tribes and crafting relevant and effective marketing, advertising and branding. We’ll start with a momentary review of old school demographics, then we’ll dive into the in’s and out’s of new school Psychographics.
You’re familiar with Demographic selling?
If you type “definition: demographic selling” into the Google Search, it returns 4,720,000 results. Demographic selling is old school.
Crafting a written plan to develop and grow your business is smart. Demographic considerations play a role in every effective business plan.
Want to slingshot your business from misfit and unfun, to popular, appreciated and wildly brilliant?
Learn all you can about unlocking and unleashing the brilliance of Physcographic-Selling.
WTH Is A “Psychographic”?
If you type “definition: psychographic selling” into Google Search, it returns 66,600 results. (My first thought, the sign of Satan, then, realizing it was Lucifer’s trick to misdirect, I quickly gathered my thoughts and continued…).
That’s 4,720,00 results for old school “Demographic-Selling” and 66,600 for the lesser known, but brilliant, Psychographic-Selling”.
Why lesser known? Because the power of” Physchographic-Selling” is most recently electrified by the omnipresence of the internet, social media, online sharing and boundry-less conversation. Facebook, blogs, Flickr, Youtube, Twitter, LinkedIn, etc., all empower us to engage each other on shared Interests, Activities and Opinions (IAO). Interests, Activities and Opinions are Psychographic variables. It’s easier than ever to find new friends and join new tribes.
Psychographic variables are also known as IAO variables – Interests, Activities and Opinions. The seller needs to analyze these 3 factors primarily in order to understand the psyche of the customers. Then he can adopt a suitable marketing strategy, or he can alter an existing marketing strategy. The habits that consumers generally display with regard to a certain class of products will determine their reaction to the product that a seller is offering them.
Psychographic Segmentation Variables
The variables that come into play when we speak of psychographic segmentation are primarily psychological in nature. The following variables could be said to be a part of the process of psychographic segmentation.
- Behavioral patterns
- Perception of selling company
Because the real estate business is personal in nature and success is won or lost on the basis of “trust”, when planning and strategizing on tactics to grow your real estate business success and profitability, Phychographic considerations add muscular-mojo to your plan.
People with similar interests, shared beliefs and in-common hobbies like each other. People trust people they like. People hire and referral recommend people they like and trust. This is why understanding Psychographics and it’s IAO (Interests, Activities and Opinions) variables is important.
To deepen connection, forge strong relationships, earn trust and have fun, it’s wise to analyze your SOE (Sphere Of Engagement) and segment them into tribes and niches of similar Psychographic makeup. Taking this advanced step will insure that efforts to grow the size, depth of connection and your relevance (Top Of Mind Awareness & Trust) within your tribes, returns maximum results.
Psychographic segmentation: Consciously group your Sphere Of Engagement (SOE) into tribes and niches with in-common IAO (interests, activities, opinions) variables.
When crafting marketing messages: Whether institutional, personal branding, property promotion, presentation or prospecting; understanding the Interests, Activities and Opinions (IAO) of the people you are addressing, will insure that you speak their language. When conversing and marketing, it’s wise to choose an angle of approach that is relevant to the personality traits, interests, opinions, hobbies, passions and aversions of your defined and grouped Psychographic tribes and niches. Do this and connection, conversation, persuasion, trust and Top Of Mind Awareness will take deep root and your success will bloom brilliantly. You’ll have more fun too.
When adding a new tribe or niche to your existing Sphere Of Engagement (SOE), using Psychographic segmentation will keep you from beating your head against the “you’re NOT one of us”, steel-clad-security-door. When you engage with a tribe that has shared passions, you click and stick.
Immediately quit mis-chosen tribes and scoot to a tribe that is involved in something you’re passionate about, a tribe with compatible Interests, Activities and Opinions. I know the women get it. Dudes, YES, I said “passionate”!
Now is the time to open your mind and imagination. What legal passions singe you. What passions do you think you don’t have time for? Cooking classes, yoga, book club, bunco, ballroom dancing, PTO, tennis league, coaching little league? The real estate business is one of the few business that allow positive people to engage in people centric passions. Forget about joining the traditional and professional organizations, unless you’re passionate about them, and join the tribes and niches that you love. They’ll love you back. When this happens you and your tribe win. Yea!
Psycho Action Plan
A Simple 4 Step Action Plan
- Identify Psychographic tribes and niches within your Sphere Of Engagement.
- Craft your marketing messages, promotions and conversations to speak directly to each tribe and niche in their language, based on your shared Interests, Activities and Opinions.
- Expand your Sphere Of Engagement by joining new tribes and niches that share your passions. Avoid or quit engagement with tribes and niches that don’t share your passions.
- Be yourself. Participate, share and have fun with your new tribe members and you’ll grow trust, attract, uncover and discover new opportunities.
- Have fun, live it up, share, serve and succeed brilliantly.
Thanks for reading. Share with your friends. If you’d like to share with the Agent Genius tribe, leave a comment, we’d love to hear from you.