4. Ego Over Substance – In 1978, it was quite meaningful to be a ‘Million Dollar Agent,’ but it means nothing now. For many of my lucky colleagues in some markets, that’s not even one house. So, why do agents keep trumpeting that phrase? Consumers think it means we make a million bucks….and as we all know, this is an expensive business where we are not necessarily keeping every commission dollar that comes our way. Or, my second favorite, ‘No. 1 agent.’ No. 1 at what? And just exactly how many No. 1s are out there? Quite a few, by my estimation.
What if instead of talking about ourselves, we focused on the consumer instead? I find that my clients are more knowledgeable and educated than ever before, yet they still crave professional guidance and advice in understanding the data sets surrounding local real estate. Figure out what you can offer to the consumer that focuses on them and not yourself, and start setting yourself apart. Need a starting point? Read the Simon Sinek book “Start With Why.”
3. Call Reluctance – I’m not sure why it’s stated that public speaking and death are the two top fears among the American public. I am inclined to believe that picking up the phone is far more fearsome, because those fancy gadgets seem to be used almost exclusively for swiping and poking instead of talking. If I check the phone of any agent at any time, I’m fairly certain that I’ll see more incoming than outgoing calls.
How about answering it when it rings? Even the Millennial generation wants to talk on the phone when it’s time. Vocal inflection makes a huge difference in the outcome of a conversation, and just can’t be replaced by text and email. By the way – you have to answer quickly. If you need help, set up a free Google Voice number for your business so you can forward calls when you do need some down time.
2. Fluff and Puff – You know you’ve giggled at the bad photos in MLS that have the neon green grass in the yard or the sky that is a Photoshopped shade of blue, along with cliche comments (“diamond in the rough”).
The thing is, by using the same tired phrases repeatedly that are not realistically descriptive, we’ve taught the consumer not to trust what we say. By using photos that are so doctored as to be almost of animation quality, we’ve taught the consumer to look upon our photos with a wary eye. If we want the general public to believe us, we need to use smart marketing language that is vivid and accurate. Photos should be as flattering as possible, but also be an accurate depiction. This is more than just following the Code of Ethics or good business; it’s just doing RIGHT.
1. Inverted Priorities – Phone ringing? Answer! Text barrage? Answer! Date night? Reschedule! Kids’ ball game? Catch the next one! Church? Next week!
Catching the pattern? Too many Realtors get completely life-backwards, putting everything else off – family, worship, themselves – to catch a deal. We’ve all done it. And you know what happens when real estate becomes your 24/7 be-all-end-all? Burnout. When you’re burned out, you just can’t do a great job for anyone. Your sharp wit is dulled, your follow up is lackluster, and frankly my dear, you just don’t give a damn. Make yourself a client. Block out time on your calendar for yourself. Make your family a client. Block time for them, too! Create a life environment that is healthy, because when you are healthy, your client relationships will blossom and grow into more than you ever imagined.
Leigh Brown is the CEO of Leigh Brown & Associates with RE/MAX Executive Realty, and the president-elect of the Council of Residential Specialists.