WASHINGTON – Dec. 13, 2012 – Marketing strategist and “Likeonomics” author Rohit Bhargava argues that people make choices based on likability rather than outright ability.

As the theory applies to real estate, Bhargava says consumers can be influenced by anonymous reviews if it makes them feel better about an option – a home search in a certain location, the trustworthiness of a certain company, or an asking price or offer at a comfortable level.

Bhargava says trust is especially important in real estate, and he stresses that people become friends with other people – not companies.

How does an agent become more likeable? Bhargava says real estate agents should tell people the truth they need to hear, which is more believable to consumers than being nice yet not telling the truth.

Bhargava also encourages agents to use competitors’ websites as a gauge to see whether lessons can be learned and applied to their own website.

Source: Realtor (12/12) White, Meg

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