Digital Personality: Leadership in the Digital Age

Your 'digital persona' will be taking the lead, guiding, counseling, and selling. This digital fast-forward by necessity requires 'overnight magic' for leaders in the digital age, including residential real estate agents, lawyers, counselors, coaches, and many others focused on people. Integrating the human aspect in a digital world is indeed a new challenge. In this unexpected and impactful adaptation, understanding digital personalities while establishing or enhancing your online presence is essential.

Your digital personality has until now just been an online extension of your physical business presence. The 'You' that others could shake hands with, share a favorite fragrance, and interpret body language is slowly fading away in the online professional scene. It is being replaced by the digital 'You'; online interactions with clients and stakeholders are crucial for gaining online confidence, building trust, and selling your ideas and expertise.

Natural talent poses a question: Is it a gift that allows some to thrive with ease, while others must rely on years of training to build their digital persona? Technically speaking, only a few lucky ones find the right combination of factors and setup at the start. Once off track, they must rebuild without guidance since their 'perfect balance' was achieved by chance. For everyone else, the challenge remains the same: what you do not communicate using all available tools does NOT exist.

A significant shift is set to change the landscape forever.

This change brings us to reflect on the magical entrance of the microphone in 1910. While some singers remained popular, new voices emerged, making the landscape of music evolve. Similarly, in the new challenge of building an online presence, the slick-talking powerhouse who once excelled with minimal efforts may initially draw attention with engaging online content but may falter long-term due to a lack of depth in their expertise. In contrast, someone with thorough industry knowledge may become a giant in establishing their trade's new flagship.

Keep in mind that in recent history, most of us operated within two modes: offline and online, where the online mode was a logical extension of offline interactions and vice versa. Today, much sooner than anticipated, we are shifting to a primarily online mode. Yes, it feels like we're taking off without scheduled landings for extra fuel. Everything must happen online while remaining actively engaged. Hence, we need to envision how to build a digital persona that supports the entire process, from leadership messages to actions, listings to closing real estate deals.

Desperately unrehearsed, we were hit by COVID-19, forcing us to operate fully online. While some were already adept at this, others found themselves in the currents of the digital realm. Initially thought temporary, this transition revealed that the leader’s authority has no physical interaction. Realtors struggled online and may have lost touch with the traditional art of their trade. We can't see how customers are dressed or sense their trust and confidence levels.

It becomes clear: this situation is not so temporary after all.

We’re learning to cope with the surprising reality that a complete return to pre-COVID-19 routines is highly unlikely. We cannot travel back in time. Everyone must adapt and master improved digital skills. Companies will be less vulnerable to outages with decentralized networks, as coworkers operate remotely from various locations. Leaders will earn recognition and promotion for their leadership in the digital age, while counselors support clients through online sessions, and actors audition virtually.

Skeptical? Let’s consider the remote rule from the boonies: 'What can be done from remote today will be handled remotely…forever.'

The global crash course toward the 'new normal' makes us realize the previously unnecessary trips we took while learning to adapt. Ask the experts in remote living; they’ll say, 'What can be done from remote today will be taken care of remotely…forever.'

Those already contemplating the future see market consequences ahead. Prospective home buyers may prefer virtual showings before investing time in live tours. For real estate agents, this can mean conducting more showings in a day from their home office, but with a reduced sense of connection; the interaction feels less impactful, lacking genuine engagement with leads.

This challenge emphasizes the need to establish a digital persona. The more insights you share about your professional identity, the more likely people will open up to you, initiating meaningful dialogue.

What are we aiming for? Fruitful interactions, not mere performances. Leading and selling is about engaging, whether working for a legal client, providing therapy, or even engaging in real estate transactions.

Here are examples of individuals transitioning to effective digital personae that can provide insights. You'll discover that being more unique online than in real life is vital, as authenticity is what sells. There’s no set typology; every personality is unique, and conformity can undermine authenticity.

It’s crucial to remember that while conformity might work in offline interactions, where true nature cannot be concealed, no one is interested in connecting with bland personas online. Genuine personalities will always succeed; the closer your digital persona aligns with your physical identity, the better your performance will be. Just like offline, you'll need to evolve and enrich yourself to stand out.

Example 1: The ‘Local Icon’ Broker in Newtown.

This identity is familiar: you enter a town, and next to the 'Visitor's Welcome' sign is a real estate agent’s sign featuring a professionally enhanced photo of him. You then see his brokerage firm highlighted in the local weekly and spot an ad on local TV. In terms of visibility, he might even outshine the mayor.

This real estate professional has invested years in establishing himself as the premier choice for buying and selling properties in the area, utilizing a balanced mix of online and offline marketing tools. Meeting him at a showing brings his polished digital persona to life, as he appears human, actively participating in local events. His physical presence personalizes his otherwise curated image.

To create a compelling digital identity, it's essential to humanize that polished image. For a local icon, this means showcasing his career history on his website, sharing insights from his early days, providing advice for first-time buyers, and expressing his passion for country homes. Including images of him with his dog or at community events adds authenticity. Even established icons must show their human side, as true credibility comes from the imperfections that make us relatable in real life. Properly translating this into a digital platform is a challenging but worthwhile endeavor that could ensure lasting success, even after retirement.

Example 2: A 'Star' Leader

Often interviewed and known for her presence, she mingles with politicians, celebs, and is frequently featured in Sunday magazine covers. Renowned for her vibrant brand, she inspires admiration from colleagues and investors alike.

However, this magnetic appeal may diminish online. Offline allure and online presence are distinct. To counter this, she can amplify her digital persona by showcasing expertise. Contributing articles, engaging in specialized projects, and sharing in-depth insights enhances her credibility. Social media can drag her into ego competition, so instead, she should focus on offering value and unique perspectives.

True success lies beyond popularity; it’s about demonstrating skills and talents that facilitate impactful outcomes.

Think of a mainstream pop star who realizes that mere popularity doesn't guarantee longevity. When they release an EP blending classical chamber music, it adds depth to their artistry, enriching their overall image.

Example 3: 'The Himself as He Is' Self-Made Fundraiser

Individuals who live authentically are rare. Being true to oneself means they don’t need to ‘act’ to sell; they simply believe in their mission. Their proposals resonate because they are genuine.

Even in challenging situations, if they stumble over words, their deep conviction shines through. In the digital realm, replicating this raw, unscripted authenticity is crucial. Sharing their passion, thoughts, and even flaws strengthens their connection with audiences.

These examples illustrate that while many methods exist for establishing a digital persona, typologies are dangerous. Only authentic personalities resonate and foster the trust necessary for guiding meaningful transactions. Building a unique online presence as a professional is central to this evolution.

As we embrace the fast-tracked digital persona evolution, the lessons learned will shape the digital libraries of the future. Here are six points to consider in creating a compelling online identity:

1. Your digital persona will ultimately eclipse your physical professional presence.

2. As for online presence technology, it will become as user-friendly as speaking. What's vital is content—what you say, how you communicate, and your conviction. Develop a strategy before taking action, whether DIY or with professional assistance.

3. What you neglect to communicate does not exist.

4. Build trust and connection by enhancing your digital confidence; embrace authenticity without fear of mistakes, which are often proof of genuineness.

5. Be true to yourself—uniqueness is essential. Conformity can stifle authenticity.

6. Often, simplicity wins; your goal is to engage with customers to facilitate transactions, not merely perform or make monologue statements.

This article concentrates on content rather than tools, steering clear of technical discussions on adaptation and transformation, which is a separate topic entirely.

To conclude my exploration of this field, I encourage you to memorize some basic principles and embrace the new digital landscape without hesitation. Dive into the deep end, improving continuously. Ensure you have a 'lifeguard' to help you avoid critical beginners mistakes because doing nothing is ultimately more damaging while others progress. Remember, most others are rookie swimmers too; there’s no shame in assisting one another.

Let me know if I can help.

Henry Rik Raats