In 2014, a fan named Rebekah opened her front door to find a hand-wrapped Christmas parcel on the step. Inside: handwritten notes, Polaroids, beauty products, and a painting Taylor Swift had made herself.
No brand name. No sponsor. Just a personal gift from Swift to a fan who had once left emojis on her Instagram.
Swift called it “Swiftmas.” Rebekah called it the best day of her life.
Now imagine your clients talking about your agency like that.
Forget followers. Think superfans.
Taylor Swift’s career isn’t just a string of hit singles—it’s a masterclass in brand loyalty.
Her fans (the Swifties) don’t just attend concerts. They decode clues, organise theories, cry on TikTok, and defend her online with more passion than most agents have for their CRM.
But here’s what matters for us: superfans spend more, stay longer, and tell everyone they know.
According to Goldman Sachs, superfans spend 80% more on music than casual listeners. Other research found that 61% of superfans actively promote the brand they love, and 63% say they’ll never switch.
Estate agents: it’s time we stopped chasing more leads—and started nurturing better ones.
So what’s Taylor’s secret?
Taylor Swift has built one of the most powerful fan communities on Earth by making people feel seen, special, and part of something bigger.
Her tools?
+ Surprise & delight: From Swiftmas parcels to secret album drops, she creates unexpected moments fans will never forget.
+ Easter eggs & clues: Every post is a puzzle. Fans become co-creators, not just consumers.
+ One-to-one connection: She replies to fans, hosts invite-only listening parties—even in her own home.
+ Strong identity & community: Swifties share language, values, hashtags, and fan art. One survey found that 42% of superfans say fandom gives them a sense of belonging.
+ Storytelling: Each album is an era, each video a chapter. Her fans are not just buying songs—they’re buying into a story.
Translate this to estate agency? Here’s how:
It doesn’t require confetti cannons or Grammy Awards, just a shift in mindset.
Here are five Swiftie-inspired ways to start:
1. Make it exclusive
“We’ll add you to the database.” No—curate a community. Offer sneak peeks to subscribers, and tease your social media followers with riddles or clues.
2. Personalise everything
Swift noticed a fan’s emoji use. You can notice someone’s football team, dog’s name, or dream home vibe. Drop them a handwritten note, a local gift card, or even a Spotify playlist to celebrate completion day.
3. Turn your brand into a tribe
Create a Facebook group for local homeowners. Share behind-the-scenes clips, styling tips, or the “story behind the sale.” You’re not just flogging bricks—you’re building belonging.
4. Let fans spread the word
Spot your natural referrers and make them feel special. Feature their stories. Host a “client champions” lunch. Give them opportunities to share your name proudly.
5. Story over stats
“3-bed, 2-bath” is not a story. Be more Swift. Tell the tale of each home—what’s its era? Let buyers feel like they’re stepping into a narrative, not just a floorplan.
The takeaway?
Superfans don’t appear by magic. They’re grown—one thoughtful moment at a time.
The difference between a transaction and a tribe is how you make people feel. And when someone feels seen, appreciated, and part of a story, they don’t just remember you. They talk about you.
Estate agents have a unique opportunity to build meaningful, memorable relationships in the most personal moments of people’s lives.
So the next time you think about your pipeline, ask yourself:
Would my next client queue overnight to list with me?
Maybe not yet. But with the right attention—they might just become your biggest fan.
Toby Martin is a lettings trainer, consultant, and frustrated rock star.
