Are You as Persuasive as You Can Be?

Tiffany Manuel

Copyright Matt Difanis

Tiffany Manuel presented Friday morning at the Housing Opportunity Committee, chaired by Sarah Ware. Manuel is the president and CEO of TheCaseMade, a public benefit corporation dedicated to helping leaders make the case for social change. She helps change-makers build better, stronger communities that are diverse, equitable, and inclusive. Her presentation focused on how to make the case effectively for the need for affordable housing.

NAR has focused in recent years on owning our REALTOR® story. Manuel’s presentation dovetailed perfectly with that theme, highlighting the importance of strategic persuasion.

Tips included the following:

  • Don’t hammer too hard on the negatives. Another crisis makes people want to lean away from an issue; not lean into it to find solutions.
  • Leverage aspirational, positive feelings in your audience.
  • Our brains are wired for the “why,” so stop focusing on the “what” and tell people why you do what you do and why it matters. 
  • Repetition helps entrain your message into people’s minds—just like an earworm commercial jingle.
  • Engage people’s slower, analytical thought process, rather than the more common mental auto-pilot that often drives people.