playing video games and fall asleep reading a review of the latest software or smartphone app? Then you probably realize that the local computer store isn't just a shop — it's a community. I'd rather work with an agent who's passionate than work with an agent who's half dead. I know that's a horrible example, but people want someone dynamic. They know if you're passionate about something, you're going to work harder, you're going to care, you're going to offer more educated opinions, and they're going to get a better result with you selling or helping them buy a house.
WELCOME TO AFFINIT O AFFINITY MARKE Y MARKETING
Let me explain how this works and how you can use this to grow your business. Have you ever heard of Salt Life? Salt Life is a clothing brand. Basically, it's a brand that talks about salt life — enjoying life in the water, whether you're boating or fishing or whatever else salt life is all about. As you can see, I don't know much about salt life, but that's the power of affinity marketing. People will buy Salt Life shirts because they want to be part of the "Salt Life" community. Now, if someone is interested in salt life, for example, they're more likely to hire an agent who's into salt life. Maybe that agent is an expert in boating and at least owns a boat and knows all the ins and outs of the different areas — where's the best place to buy a house if you have a boat? How do you sell a house that has a boat? They're going to be passionate when marketing a house with a boat or is on the water — you know, boating property. Those are just a few possible examples of how you, as an agent, might tap into the salt life community. If you're passionate about something, you'll be able to get more business by tapping into
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