May the 4th be with you: What real estate agents can learn from Star Wars

People the world over celebrate Star Wars Day every May 4, with the phrase “May the 4th be with you”, a classic play on the iconic quote “May the force be with you”.

The day’s origins can be traced back to May 4th 1979, when newspapers used the slogan to mark the day Britain’s new prime minister, Margaret Thatcher, assumed office. 

The London Evening News headlined, “May the Fourth Be With You, Maggie.”

But it wasn’t until 2011 that the Toronto Underground Cinema in Canada hosted the first Star Wars Day; since then, fans worldwide have embraced it.

But what’s all this got to do with real estate? Well, there are actually a lot of lessons agents can learn from the mega movie franchise.

Not least of which is building a brand people love and trust.

Then you’ve got memorable branding, creating a community of raving fans and the ability to build a sense of urgency whenever a new film is about to be released.

So let’s look at eight lessons real estate agents can learn from Star Wars.

Create a compelling backstory

One of the reasons Star Wars has a deep, loyal following is because the films are based on substance. The franchise gives fans something to connect to and invest in by creating a world with a rich history. When the prequel trilogy explores the origins of characters like Anakin Skywalker and Obi-Wan Kenobi, fans develop a deeper understanding of their motivations and experiences.

You can do the same in real estate by revealing your brand’s history and combining it with your unique experiences, expertise and values. Sharing this will draw like-minded clients to you. Also, share the backstories of your agents to create a more personal connection and establish them as trusted advisors in the industry.

Develop memorable branding elements

Who doesn’t know what a lightsaber is? Even those who are not Star Wars fans are familiar with the brightly lit weapon. Similarly, the opening crawl at the start of every film has become iconic and instantly recognisable.  

This should be your goal when creating branding elements such as logos, taglines and marketing materials. Think Gavin Rubinstein starting his listing videos with his signature catchphrase, “Welcome home”, or even The Horner Agency’s Josh Horner using a garden gnome as part of his branding. Both are immediately recognisable.

Developing a consistent and recognisable brand will help you establish yourselves as leaders in the market and create a lasting impression with clients and prospects.

Use visual storytelling

Star Wars is known for its stunning visuals and immersive world-building, such as the desert planet of Tatooine and the ice planet of Hoth. Films need to draw an audience in, connect them with the world the film is set in, and encourage emotional investment in the story. It’s not enough to do that with sound alone.

If you use compelling images, videos, and virtual tours on your properties, you can really bring them to life and create a more engaging experience for potential buyers.It will also help you stand out in a crowded market and attract more attention – to the listings and you as the agent.

Create a sense of community

Star Wars Day is successful because it allows fans to connect and build a sense of community through fan events, cosplay groups and online forums.

You can do the same in your business by hosting events such as conferences, like Elite Retreat, creating online groups such as the Australian Property Manager Community on Facebook and collaborating with industry professionals. Doing all of this will help you create a community of like-minded individuals that will refer business to you and help you build a following. 

Be authentic

The Star Wars franchise has stayed true to its core values and remained authentic to its fans. It has consistently emphasised the themes of hope, redemption, and the power of the human spirit, which resonate with fans of all ages and backgrounds.

Similarly, you can build a loyal following by being authentic and transparent with their clients and prospects. You can establish yourself as a trusted advisor by communicating openly and honestly and focusing on building long-term relationships rather than short-term sales.

Create a sense of urgency

The Star Wars franchise has excelled at creating a sense of urgency around its releases and events, which helps build excitement and anticipation among fans. Movie premiers are always highly anticipated, and fans often line up for hours to be the first to see them.

Creating a sense of urgency is something you can do with your listings with strategies such as exclusive previews or limited-time offers. Canberra agent Holly Komorowski mastered this approach a few years ago when she sold 44 Frome St, Griffith, after a two-week auction campaign.

The campaign included Holly live streaming the Gatsby-style pool party photoshoot on Facebook, before implementing a four-day social media campaign with photos and video teasers ahead of an invite-only VIP buyer preview at the home.

Embrace innovation

The first Star Wars film came out in 1977 and for the past 45 years, has remained fresh and relevant through innovation. The Mandalorian television series provided a way for the franchise to appeal to a wider, newer audience and provided a vehicle to introduce new characters and storylines to the Star Wars universe.

You can differentiate yourself by being innovative and forward-thinking, adopting new technologies, and exploring new marketing channels to stay ahead of the curve and offer clients and prospects the best possible experience. For example, one hot topic in real estate right now is how to use AI and tools such as ChatGPT to work smarter, faster and cheaper (Transform can help you do precisely that).

Focus on human connection

Star Wars has succeeded because it has always placed human connection at the heart of its storylines, such as that of Luke Skywalker with his father Darth Vader in the original trilogy or the bond between Rey and Finn in the sequel trilogy.

Building meaningful client relationships also forms the lifeblood of any real estate agent’s business. If you focus on understanding your client’s needs and concerns and put their interests first, you’ll create a loyal following that will work with you for years to come.

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Kylie Dulhunty

Kylie Dulhunty is the Editor at Elite Agent.