As unfair as it may seem, there are ample behavioral studies that have been done that prove that people who are attractive are treated more favorably than average looking people. This is an important principle to consider when you’re in a service industry such as real estate. Consider the pie chart below which reinforces the importance of what people see. Fifty-five percent of the time, people base their decision on who to do business with from what they see. That’s right, it’s not what you know, how you sound, or what people here that is most important, it’s what people see. This only makes sense if you consider that the first information processed in any situation is visual, or what you see.
You can exploit the principle above even if you’re not a “Dapper Dan,” or Marilyn Monroe look alike. Remember, it’s the perception of what people see that’s even more important than the actual physical beauty. You may want to ask yourself if you’re portraying the visual look that is most conducive to generating business. Consider the following questions:
- Are you dressed neat or professionally?
- Are you carrying yourself with confidence?
- Are your gestures welcoming?
- Is your smile inviting?
- Is your footwear polished or appropriate?
- Are you using people’s perceptions or stereotypes to your advantage?
If you’re paying close attention to each of the considerations above, you’ll maximize the benefits of making the best, most impactful impression and this will be reflected in your sales conversion rate.