Robert Kennedy III
Building Your Sphere of Influence & Establishing Your Unique Selling Proposition Arguing that realtors must push themselves to build new, strong connections within their communities, Robert makes an important point when he advises, “Listen, you cannot only stay in your space of comfort, otherwise that market or that circle—that sphere of influence, that’s going to dry up at some point, right?” To establish and maintain a thriving career with longevity in real estate, Robert asserts, “You’ve got to figure out how to create new connections.” Doing so will keep your pipeline full of new leads and referrals, continually expanding your original sphere of influence as your business grows. When asked how real estate agents can establish their unique selling proposition (USP)—the specific benefit they offer clients to make their business or service the clear winner when compared to their competitors—Robert observes that being genuine and open, while readily “sharing who you are” is a good first step. However, he emphasizes that to seize every opportunity for “establishing rapport and creating a connection with people” you must be willing to extend yourself but remain flexible, because some clients may
not initially be in the right frame of mind to readily “receive or hear” the information you are attempting to share or the message you are trying to impart. Laying the Groundwork for a Receptive Audience In those cases, Robert contends, you have to put the work in to find the best “entry point.” Robert recommends asking yourself, “What can I say to grab their attention, create a video in their head, and connect with an experience that they’re having?” According to Robert, spending time getting to know each client, their values, and priorities is instrumental in successfully “[sharing] that experience and [connecting]” on a deeper level where the client feels understood. Robert notes accomplishing this goal requires you to identify with their wants and needs so that you genuinely “get what they are about” and ultimately, speak the same language. Years of experience have taught Robert an important lesson: Creating a meaningful connection with a new client is dependent on the realtor’s ability to establish good communication and find common ground “to create that connection.” Robert is all about storytelling, as he is a firm believer that telling stories clients find relatable is a great way to solidify that all-important personal connection. However, Robert warns against moving too fast, cautioning, that you must make that initial connection before you begin storytelling to ensure you have an engaged and receptive audience.
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