The Bold Truth: Your Market Wants You to Pick a Side (80/20)
The Bold Truth — Your Market Wants You to Pick a Side
(80/20 Sales & Marketing, Ch. 20–21)**
Every agent wants to stand out, but almost none do.
Not because they lack skill. Not because they lack heart. But because they’re terrified to have a point of view.
You know I’m right. Heck, look at your own marketing, if you’re actually doing any marketing, and evaluate if what I’m saying is true. Is your message boring and banal?
What is the message most agents share over and over? “Are you looking to buy or sell real estate anywhere in MA or RI? I can help.”
That type of message stands for nothing, makes nobody take notice, and requires a massive budget in order to get it in front of the masses.
Chapters 20 and 21 of 80/20 Sales & Marketing strike right at the heart of real estate brand building:
If you want to become the obvious choice in your market, you must be willing to polarize — and you must understand what your market actually cares about.
Most agents do neither.
This week’s TIP is a panoramic introduction to the five ideas Perry lays out that can transform an agent from “another face in the MLS roster” into someone consumers instantly recognize, trust, and repeat.
Next week, we’ll begin deep dives — one concept at a time — with examples and scripts.
“Pick a Side” — Why Trying to Please Everyone Makes You Invisible
Agents whisper the same fear: “I don’t want to turn anyone off.”
I know this for a fact because I’ve coached agents on their messaging and this is nearly exactly what I get in return time and time again.
But in trying to turn no one off, they turn everyone off.
Read that last sentence again and let it sink in.
Perry’s argument is simple: Fame lives on the edges, not in the middle.
In real estate terms:
If you believe in pricing right, SAY SO.
If you believe in aggressive pre-launch marketing, TAKE THAT STAND.
If you specialize in probate or downsizers or first-time buyers, PLANT THE FLAG.
If you think Zillow estimates are garbage, EXPLAIN WHY.
Agents who stand for something become memorable. Agents who stand for nothing become scrollable.
Your market wants direction — not neutrality.
The Attractive vs Repulsive Filter — Not Everyone Is Your Client (Thank God)
Your business improves the second you stop trying to attract everyone… no matter what you tell me.
Perry’s definition of polarization is not about being rude or controversial. It’s about sending clear signals:
“This is who I work best with.”
“This is who I’m not a fit for.”
In real estate, this is REVOLUTIONARY.
I was in a mastermind with an agent who I still consider a friend even though I’ve only met her once - Julee Hight Patterson (FB: @julee.patterson) out in Placer County, CA. I was trying to find the video and I wasn’t able to… but she did a whole video on who she is and if you don’t like it, then you may not be a good fit to work with her.
There was one scene where she was sitting at her desk with a giant glass jar of swedish fish and she said, “I love swedish fish. If you don’t, we may not be a good fit for each other.”
It was brilliant marketing and allowed people to self select… or self de-select. She shared things that made her vulnerable and open to being mocked and yet nobody did (at least publicly) and she continued to have a thriving business.
Imagine agents:
openly stating the kinds of clients they serve best
politely declining clients who drain their energy
communicating expectations and boundaries upfront
showing personality instead of “polished emptiness”
Your best clients LOVE this. Your worst clients RUN from it.
That is not a downside. That is a system upgrade.
Permission to Be Polarizing — Without Losing Professionalism
Agents have a deeply embedded fear:
“If I take a stand, I’ll sound unprofessional.”
Not true.
Polarizing correctly means:
Have an opinion on strategy
Teach people how to think
Debunk bad advice
Be clear about your processes
Tell stories that reveal your values
Share truths other agents are afraid to say
Real polarization is educational, not emotional. It grows trust because it grows clarity.
When a buyer or seller hears a strong, clear, confident point of view — even if they don’t fully agree — they lean in.
That’s the first step of becoming the go-to voice in your niche. Stop being vague.
Market Research in a Single Afternoon — How to Become the Smartest Voice in Your ZIP Code
Perry’s claim is blunt: “Most markets are built on people guessing.”
One afternoon of intentional research puts you in the top 5% of your field.
Imagine an agent who:
checks Google autocomplete for real buyer questions
reviews YouTube comments on home-buying frustrations
looks at Nextdoor or Reddit threads from local residents
skims MLS hot sheets for patterns instead of listings
evaluates 3–5 competitor websites
scans current mortgage headlines
listens to the stories buyers tell at open houses
In 90 minutes, this agent knows more than most agents learn all year — because they're paying attention.
Real expertise is not found in the office. It’s found in the market.
The One-Afternoon Research System — Your New Monthly Habit
Agents constantly ask:
“What should I post?”
“What should I talk about?”
“What do buyers care about right now?”
This system answers all three.
Here is the repeatable framework:
Step 1: MLS Trends (15 minutes)
Which ZIPs are heating up?
Which price bands are slowing?
Which types of homes get multiple offers?
Step 2: Search Demand (15 minutes)
Google: “why is ___ real estate”
YouTube: “buying home ___ 2025”
TikTok: search hashtags like #BostonRealEstate
Step 3: Consumer Conversation (15 minutes)
Nextdoor, Facebook groups, Reddit → “What are people complaining about?”
Step 4: Competitor Audit (10 minutes)
What are agents not talking about that they should be?
Step 5: Opportunity Synthesis (10 minutes)
Pick 3 insights no agent in your area has mentioned yet — and use those as:
video topics
email topics
open house talking points
scripts for appointments
This is the fastest path to becoming the “smartest person in the room.”
Not by guessing. By observing.
You can certainly use AI to assist with this.
Where We’re Headed
This week gives you the broad shape of the iceberg. Over the next four weeks, we’ll carve each one into a tactical and script-based deep dive. I think it’ll be really fun.
Because polarization, research, and clarity are not “marketing tricks.” They’re the foundation of a dominant agent brand.
