I spend a lot of time in my real estate business putting information out there. If you follow me, you know I’m almost daily putting out market stats, average values, talking about trends, giving advice, etc.
When I read this statement in Nassim Nicholas Taleb’s Antifragile, I was metaphorically (and possibly literally) rocked.
Marketing beyond information is insecurity.
It articulates a core mantra I have; that is, “If my marketing as I define my actions – that being advocacy through information and education – doesn’t work to maintain and build my business, I will do something different.”
I rarely talk about my sales metrics, volume, success in negotiation of deals. To me, those aren’t what this is about for me. It’s about helping folks make informed decisions, stepping back and letting them make the actual decision.