Broker and owner Butch Lieber offers tips on how to provide a high level of service to your clients and project a higher level of professionalism to the public.
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I often hear real estate agents complain that our industry is not respected. According to a Gallup poll of respected professionals, we have finally overtaken lawyers, but not by much. Perhaps our public perception has taken a big hit this year.
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It is up to each of us to do what we can to improve the level of professionalism and integrity in our industry and change public perceptions. Here are four things (in no particular order) you can work on to increase professionalism in your position.
Let’s do what we do well
There are so many changes this year, and with the National Association of Realtors settlement, how the rules are implemented could make a difference.
You can also explain to the buyer that NAR is “forcing” them to sign this document before showing them the home. Or you could explain that understanding the value you offer as an agent, how much you charge, and why can help consumers make educated choices in what can be a very emotional journey. can.
No one is asking for reconciliation or new rules, but running a business with a chip on your shoulder does no one any good.
focus on social media
Social media is an essential tool for business success. It can also be an indicator of how comfortable you are with your work. Do most of your posts focus on the value you provide to your clients or how much fun you have outside of work?
Yes, people want to see you as a human being, but do they see you as an expert or as a Candy Crush addict? Social media is a great tool for building your reputation, but it can also do a lot of damage.
Use a professional email address
This is very upsetting to me. If the email ends in gmail.com, yahoo.com, or [shudder] aol.com? Get a domain name to promote you and your business for just $14 a year. You can also splurge on NAR’s .realtor domain to take your game to the next level.
You can also use Gmail as your backend, but at least you’ll look like a true professional and not a part-time worker. As an added benefit, when you pay for Google Mail (or Microsoft 365), you get a higher level of security, more features, and more storage space. With cybercrime and wire fraud still a problem, it might be time to upgrade to professional email.
focus on the customer
you are good at your job. You know your business. You get caught up in all the changes and rules and like to show off your expertise. In some cases, less is more.
It’s time to retire from dog and pony shows. Your clients don’t really care. When you’re working with a buyer, they want you to help them find the perfect home. The seller wants you to sell their home. They really don’t care about the details. Don’t dump junk on your clients.
Find out, educate, and explain what is important to them. When people are overwhelmed with information, they become confused, and when confused, they stop taking action. Keep it simple.
Be confident and focus on the needs of the client at hand. When someone asks you what time it is, don’t go into explaining how your watch works, where it was made, why quartz is better than digital, yadda yadda yadda, etc. I hope so. Please answer the questions simply.
I’ll end where I started. Do what you do well. The other day, one of my agents got a call from an agent who didn’t want to show a property unless the seller guaranteed a certain level of concessions. How would you deal with that agent?
I wanted to answer (in harsher terms), “Show the client the house. Show the house.” If you like them, make an offer. We will resolve it through negotiation. ”But this agent didn’t want to get off the couch and show the property unless there was a really good reason. So buckle up and get to work.
Respond to client needs. Show houses. Make an offer. Go the extra mile to serve your clients. Sometimes you win, sometimes you learn. But if you’re not willing to get up off the couch and join in the game, you’re not playing the game. That’s not professional behavior.
If you are one of these examples, you are probably part of the reason why people don’t respect real estate agents. It’s time to step it up.
Butch Lieber is the broker-owner of Rev Residential Brokerage, a former president of Phoenix Realtors and a current member of the board of directors. Connect with him on Instagram or LinkedIn.
