Photo-Aware: Protecting Yourself as a REALTOR® in a Predatory World
During a home showing in Texas, a REALTOR® and his client were in for a shocking surprise when they stepped onto the back deck to look at the backyard. The agent noticed an unusual shed on a neighboring property, which was covered with photos of women that he recognized as fellow real estate agents.
Alarmed by what he saw, the agent quickly notified the local police, who arrived and conducted a thorough investigation. Shockingly, they discovered additional photos of real estate agents lining the backyard fence, along with pictures of what appeared to be animal carcasses.
Although the scene was “very concerning,” the police determined that the shed owner hadn’t broken any laws and issued no citations. When questioned, the homeowner provided no explanation for the display but agreed to remove it so that the affected agents could “sleep soundly” at night.
Yeah, right.
Being a successful REALTOR® is an exciting and rewarding career, but it also comes with a unique set of challenges. One of these challenges is that you may become a public figure in the communities you serve, which can make you more vulnerable to predators.
As you gain more success, your name and reputation become more well-known, which can make you a more visible target for those who may be looking for easy prey.
Predators come in different forms and with different intentions, ranging from robbery to rape and even murder. Regardless of their objectives, they tend to look for vulnerable targets that they can easily overpower.
Predators often turn to headshots of real estate agents in advertisements to identify potential targets. Unfortunately, there are documented cases of predators marking up these photos, often circling headshots of potential targets. This is a clear indication that predators can use any marketing strategy that is designed to promote REALTORS®.
Become Photo-Aware
To minimize the risks of being targeted by predators, it’s essential to be photo-aware. You can market yourself without a headshot by creating a clean, sleek, and professional look using your company’s name and logo or your team’s name and logo. If you must market yourself with a photo, it’s crucial to be aware of what unspoken message your photo projects.
When taking a professional marketing photo, look straight into the camera. A tilt of the head in one direction or another can be seen as submissive and vulnerable, making you an inviting target for predators. Your smile should project an authoritative, professional tone, rather than being playful or conveying vulnerability.
Photo guidelines are not limited to females. Male REALTORS® are also targeted by predators, and they must be aware of what their photos convey. Designer watches, expensive suits, and fancy cars can make you a target for robbery. Whether male or female, if you must use a photo, make sure it doesn’t showcase valuable or designer products.
Being photo-aware also means being mindful of the image you project. Your professional business look should set a tone of healthy boundaries and may keep the predator from saving your name and photo in a collage of potential targets.
This means that your marketing strategy should not only aim to promote you as a successful REALTOR® but also to project a professional image that sends a clear message of your expertise, authority, and business acumen.
Protect Yourself Today
Take a look at your current business card or any marketing materials you use, such as an email signature or print advertisement.
If you are using a photograph in your marketing materials, ask yourself whether you could make any changes to the photo to make it less appealing to predators while still maintaining a professional look.
If you decide that a more professional business portrait would be a better fit for your marketing materials, take some time to schedule a photo session.
Remember, projecting a professional and authoritative image in your marketing materials is crucial for success as a REALTOR®. By being photo-aware and taking the necessary steps to ensure your safety, you can continue to build your reputation and attract new clients with confidence.