Do you think of yourself as an introvert, but would still like to be in the real estate business?
Or maybe you doubt that you should be there in this case?
Some people think that the real estate business is exclusively made for extroverts.
And especially when it comes to marketing or sales, many believe that being an introvert will be a weakness or a disadvantage.
But is that really true?
There are many misconceptions about introverts and in many ways, they can actually even take advantage of their personality traits, for example, in sales, surprisingly.
And if you go about your daily business and real estate marketing tasks in a strategic way taking your introverted nature into consideration, there is no problem at all for introverts.
That’s why I will discuss in this article what it means to be an introvert, how to manage this character trait in the real estate business, why introverts can often be better in sales than extroverts, and which real estate marketing channels are most suitable for introverts.
And if you really are an introvert you will enjoy reading this article, because introverts usually like to read 😉
What It Actually Means to Be an Introvert
Many people have the wrong idea about introverts.
For a long time, I thought that I was an introvert because large crowds and groups tired me and my energy balance was in the “red numbers” after a while.
This usually doesn’t happen to extroverts, I thought.
But after doing some tests I got another result.
As it seems, I am rather an anti-social extrovert.
These are people that are not afraid of people, are approachable, get a short energy boost first out of social situations but similar to introverts, they get tired pretty soon in larger groups of people.
But enough about me.
What is actually an introvert?
1) Me-Time is Very Important
For many extroverts, being alone is not really desirable. Not so much for introverts.
They find being alone nice and this time is important for an introvert’s happiness and health.
To them, it’s a relief and it really doesn’t matter how the time alone is spent.
Some typical activities are often crafting, writing, gaming, reading, gardening, or watching movies.
The important part is that it’s an activity that can be done alone.
2) Social Interactions Tire Them
Being an introvert doesn’t necessarily mean being alone all the time and absolutely not having any social interactions at all.
But when introverts have social interactions, they realize pretty fast when their energy is drained.
So, in contrast to extroverts, social interactions cost them energy, and after a while, they feel the necessity to refuel this lost energy.
3) A Close Circle of Friends
This one can easily be misinterpreted as introverts not being able to make friends or not liking to socialize at all.
They just prefer having a close circle of friends over a high number of them so they can have deeper conversations and better know each other.
So it’s more a thing of quality over quantity, and it contributes a lot to their happiness (source).
That’s why they also prefer spending time in solitude with this close circle of friends.
4) Working Alone
Introverts just don’t like group work or group projects.
They often find these situations to be overwhelming and energy draining.
What they need is work that allows them to focus well and to have their space to get high-quality results.
Again, they can work with others, but just prefer to do the work alone, where they can focus and get things done faster.
5) “Hello! Pay Attention, Man!”
For introverts, one of the coping mechanisms in social situations is often to lose focus and space out.
By doing that, an introvert can get out of a situation and lose focus on a task at hand.
This is especially true when a social working situation feels uncomfortable or chaotic.
For extroverts, this might appear as unfocused or looks like a lack of interest.
The thing is that this just indicates that the introvert needs to refuel the energy they lost in the social situation.
6) A Lot of Introspection
With introverts, there is a lot of introspection going on.
They have quite an active inner thought process that makes them work things out in their mind long before an action plan is developed and then carried out.
This makes them also do more research and reading than other personality types, so they can feel well prepared and read.
7) Writing Preferred over Talking
This one is more directly related to real estate marketing and sales, which I will later come to.
Introverts prefer writing out their thoughts, and rather avoid communicating them verbally.
This is because they prefer thinking things through so they can communicate considerately.
It doesn’t mean that they don’t talk at all.
But when it comes to decisions, they prefer to have the time to analyze possible options to make better decisions.
8) More Feelings
The reason for this has likely something to do with how they identify happiness.
And as we have seen above it, has much to do with the quality of friendships they have. This quality is not always easy to achieve.
The Lines Overall Are Blurred
You can’t draw a hard line between introversion and extroversion.
Many people have characteristics of both and are extroverted and introverted at the same time.
Depending on which is stronger, they may identify with one or the other.
This can also change over time and you may slide more to the spectrum of extroversion or introversion.
Genes may have a causative effect on whether you identify more as an extrovert or introvert.
It has a lot to do with the reaction to dopamine, which is known to be the neurotransmitter that plays a role in motivation, pleasure, and learning.
While extroverts get a boost of energy from social interactions because of dopamine, introverts get rather an overstimulation by it.
Should You Even Be in Real Estate As An Introvert?
Now that we have the basics covered, you might ask yourself if an introvert should even be in the real estate industry or have a real estate business in the first place.
This question may come up because in real estate you will have to deal with people directly one way or another.
While in the real estate marketing area you can get away with not dealing as much with people (the communicating verbally part), when it comes to sales this can’t be avoided that easily anymore.
So, the closer you come to closing a deal, the more you will have to rely on communicating verbally.
But in my opinion, this is even possible as an introvert, provided you know how to manage the typically more extrovert real estate situations.
How Do You Manage It?
1) You want to be strategic about the daily schedule.
In order to do that, try to find a balance of human and non-human interaction.
You may do prospecting calls for a few hours in the morning (the extrovert part) and then write blog articles for your content marketing campaigns in the afternoon (the introvert part).
2) You may also want to try breathing exercises and learn to get used to breathing more from the belly (deep breathing).
This can reduce your tension and stress levels in extrovert real estate situations (source).
3) Set personal boundaries with your clients from the get-go.
This can be done by communicating during which hours you are available (source).
You can also use scheduling apps more often to make call appointments. A positive side effect of this is that you also improve your time management.
4) You may want to have a regular nap routine during the day because it can detox an introvert’s brain and recharge your depleted “batteries” (source).
Since you will mostly work independently, this is a feasible option in contrast to someone working 9 to 5 in a closed office under the observation of superiors. And you don’t need to nap for hours on end.
A 10 to 20 minute-nap, also called a power nap gives you already all the benefits you need to recharge (https://www.sleepfoundation.org/articles/napping).
5) Another countermeasure to mitigate extrovert real estate situations for introverts is regular aerobic exercise for a minimum of 20 minutes (source).
This can be a brisk walk or a HIIT training session, such as Tabata (source).
6) Make a “downtime sandwich” with extrovert events.
This means that you plan for downtime before and after these events.
By doing that, you charge beforehand and recharge afterward.
7) The right amount of downtime is also important before you end your day and before bedtime.
Try to shut off electronic devices, notifications, email, and social media at least 30 minutes before you go to bed (source).
Switching off notifications is also a good general idea during the day, by the way.
That way, you create a better barrier to instant communication and can better focus on the tasks at hand.
Is The Sales Part Really the Weakness for Introverts?
You may think that introverts will be on the losing end when it comes to sales, since you need to talk a lot and be outgoing and actually do everything that you would expect from an extrovert.
The first association you might have of a great salesman is someone with smooth words, always smiling and a lot of charm.
It’s someone who talks about lots of different topics and in passing, he receives a commission check.
Others imagine the typical and slimy used car salesman.
But you might be surprised that the actual situation for good sales people is quite different.
At first glance, the sales part might seem like a challenge or even a weak point for introverts, but it’s actually surprisingly different.
The same as in marketing, the key in sales is to know your potential customer’s needs, greeds and pains, and then to know how to help them with your product or service.
While extroverts keep talking and smiling, introverts take the time to listen well to the potential customer and in doing so, they find out the needs, greeds and pains.
This talking behavior of an extrovert can get in the way of persuasion, because it can make a potential customer suspicious and avoid building the necessary trust to make a sale.
So, in contrast to extroverts, introverts rather do the following things when it comes to sales:
1) They prepare and think about possible objections
The preparation part is very important to introverts, so they prepare in learning about the product or service as much as they can, but also about the potential customer and potential objections they might have.
So, while listening and talking to them they also observe their reactions, and know how to qualify the potential customer.
Based on that, they improve and adjust their wording.
However, based on what the potential customer is saying, introverts will also determine if their product or service can help in the first place.
2) They take the life-time value of a customer more seriously
Because in private life introverts tend to have a small circle of quality friends, they apply the same principle to customers.
So, they value a longer lasting quality relationship in which they get to know the customer and can help them for a longer term.
This increases the chances of repeat business, and referrals.
In contrast, having a higher number of friends or rather acquaintances, extroverts keep more on the surface of things which translates also into the sales world.
The results are often rather many short-term successes and likely more unhappy customers.
What introverts often need to do in this context is to work a bit harder to develop some of the extrovert skills, although it is more energy draining.
Real Estate Marketing Channels to Thrive as an Introvert
In the section about the personality traits and characteristics of introverts, there was one part where I discussed that introverts prefer writing over talking.
The other important factor is that they prefer working alone rather than in a team or with many people.
Based on these two conditions, we can conclude in which marketing channels introverts can rather thrive.
So, we are looking for marketing channels that are text-based and that can be done mostly alone without meeting or working with large groups of people.
As an introvert, you have two options at your disposal in this case.
One is going down the paid digital marketing route and the other is content or inbound marketing (read my article about real estate content marketing here) which is real estate content marketing you can do via written articles on a blog or if you want to challenge yourself as an introvert, you can also take the video on YouTube route (you don’t necessarily need to show your face when producing videos).
There are several content formats and content promotion channels at your disposal in this context:
- Blogging (Articles)
- Email marketing
- Q&A sites and Forums
- Social Media
As already discussed in my article about the hidden costs of inbound marketing (here), depending on the competitiveness of your real estate niche, it can take between 6 months and two years until your blog gets some traction and gets picked up by search engines.
On YouTube, it can sometimes happen already after three months.
So, you can create all the content from your office instead of going out to different networking events or using other advertising methods that are more suitable for extroverts.
You may also want to take a look into different real estate marketing demographics as discussed in this article of mine.
Depending on your demographic or your real estate niche, you can make a better decision if the written route, the video route or a combination suits you best.
The faster but more money intensive route would be going the paid traffic route in digital marketing.
Here, you can start with campaigns on the Google AdWords or Facebook Ads platform.
Buying leads and promoting your property listings on platforms such as Zillow is another option.
In the context of paid traffic campaigns, and just like with inbound marketing, you will need a website and then create a landing page for your offer that you will test in your paid traffic campaigns until you have a winner that generates you leads on a regular basis.
Facebook Ads messenger sponsored messages in combination with a chatbot may be also worth a try.
Potential customers would be interacting with you by texting, which is also quite introvert-friendly.
If you would like to learn more about Facebook chatbots for real estate, check out this article of mine.