Donald Trump, Bobby Singh & Theresa May – It’s about Character.

Donald Trump, Bobby Singh & Theresa May – It’s about Character.

Donald Trump, Bobby Singh & Theresa May – It’s about Character.

For those unfamiliar with Bobby Singh, he’s an estate agent.

In Oldbury, West Midlands.

My last post, dealt with how Aristotle, Cicero and Shakespeare made use of logic to persuade.

And specifically, the Sevens Deadly Sins , for those whom logic has no worth.

This missive, however, deals with Character.

In his fascinating book, Thank You for Arguing, Jay Heinrichs, outlines decorum as the basis for getting others to like you.

Said differently, character.

Back in 1950, Kenneth Burke declared that decorum is “perhaps the simplest case of persuasion.  You persuade another insofar as you can talk their language by speech, gesture, tonality, order, image, attitude and idea – identifying your ways with theirs.”

Estate agency, in 2017, appears unchanged from that early premiss.

Estate agents are trying hard to be everything to everybody.

And, in turn,  losing sight of their own identity.

The listing appraisal is often scripted.  And rehearsed.

Tonality requires an overdose of exuberance.  Get the vendor excited by what you have to say. Just like every other agency.

.Competence aside, estate agency is sadly lacking in characters with whom vendors might empathise.

Bobby Singh strikes me as one of the few estate agents that “shoots from the hip”.

A previous post mentioned his Reckless Honesty.

Donald Trump, likewise.

The New York tell-it-like-it-is approach appeals to those of a similar trait.

Whilst this might not appeal to every voter, or every homeowner, character is an essential part of the persuasion game.

If you don’t have it, it’s so much more difficult to persuade. As Hilary Clinton found out.

Which brings us to Theresa May.

A Conservative voter for much of my life, my quest is to uncover a politician that might reasonably be considered less inspiring.

John Major being the obvious candidate.

But my vote would go to him rather than the lacklustre current incumbent,  First Lord of the Treasury.

Devoid of emotion, lacking authority or apparent sincerity and unable to answer a direct question, Theresa May personifies everything that is, to my mind, distasteful about politics.

A bit like purely online estate agencies.

But I digress.

What might a vendor learn from an estate agent that demonstrates character?

Well, it depends on the values each hold dear.

An estate agent that loudly proclaims his, or her success, in their chosen profession, tells me very little about their character.

And consequently, about their competence since I’m not even sure I believe them.

An estate agent that tells me a story about his acts of kindness, about her charity work or even about some unfortunate event that befell them last week has infinitely more to say.

And, even though it’s about them, it’s not about them.

It’s about the display of humanity.  The good and the bad.

I like the way this agent thinks.

Vendors want to know as much about any agency as possible.

Where the service originated.

Who are the people behind it.

How committed they are to delivering what they promise.

Customers don’t buy a brand, or logo, as much as they buy into a set of values.

Unless the agency is telling you what you want to hear, the likelihood is that you will look elsewhere.

Donald Trump found his voice.  His message was loud and clear.  And delivered with conviction.

Find your Voice

Bobby Singh is one of the few estate agents that genuinely doesn’t care what people think of him. And, this complex character hides as much as he reveals.

Theresa May?

If it’s really about character, rather than false promises and sound-bites, she has much to contemplate over the coming months.




As a vendor and a voter, I would first look for character.  One that resonates.

Then, competence.  Uncovered by asking the right questions.

Character, logic and emotion.

The cornerstone of rhetoric.

From any estate agent.

One final rhetorical question:

Can you name an online estate agent that has character?

As always, we’re happy to help you choose the very best estate agents.

Have a question, or comment?

Get in touch on 0800 0112678 or email: [email protected]

Next time, the power of emotion in rhetoric and in estate agency.

Thanks for reading.


















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