“experts?” Those people live and breathe their products. Are you a self-proclaimed computer “geek?” Do you spend your evenings 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 a Realtor® who’s passionate than work with a Realtor® who’s half dead. I know that’s a horrible example, but people want someone who’s passionate. They know if you’re passionate about something, you’re going to work harder, you’re going to care, you’re going to offer better, more educated opinions, and they’re going to get a better result with selling or buying 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 that 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 Salt Life’s community. Now, if someone is interested in salt life, for example, they’re more likely to hire a Realtor® who’s into salt life. Maybe that Realtor® is an expert in boating and at least owns a boat, 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 they’re marketing a house that has a boat or is on the water — you know, boating property. Those are just a few of the possible examples of how you, as
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