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Real Estate Marketing: Your Informality Just Might Alienate a Potential Client

By
Services for Real Estate Pros with Marte Cliff Copywriting

Most of us are pretty informal today. We address each other by our first names, even if we’ve just met. And we send email using people’s first names only. After all, quite often that’s the only name they’ve given us.

And here on Active Rain, everyone uses first names. It’s simply the way it’s done.

But in some situations, and with some people, assuming its fine to use a first name is a big mistake. In fact, it's a sure way to alienate. 

I was reminded of that the other day when my neighbor came by. He said “some jackass” had come to the door, and when he opened it the man said “You Byron?”

He answered “I’m Mr. McGaffey. What can I do for you.”

Byron really was fuming over a stranger having the gall to address him in that manner. And whatever it was the man wanted, he sent him on his way without it.

Senior Citizens are especially touchy about this...senior citizen

I remember my Mother coming home from a doctor’s appointment outraged because some young nurse had the nerve to address her by her first name. In her eyes, it was both condescending and disrespectful. So was “dear.”

In her generation, no polite person would make such an assumption, even in a social situation. You said Mr. or Mrs. or Miss until the other person gave you permission to do otherwise.

And that is still the safest course to take.

If you’re mailing letters to a farm area and address your letters to “Joe and Mary,” there’s a good chance that some of the people in that territory will take offense at your informality. Even some who are not senior citizens will view it as disrespect - or fake friendliness. 

And if they see you as being disrespectful or phony you can be sure they aren’t going to want to do business with you.

So why take the chance? Why not just go ahead and use their titles? 

The only time I use a first name when writing a postal letter is when I can’t decide if I’m writing to a man or a woman. It makes an even worse impression to write to "Miss Chris Jones" if Chris happens to be a man.

But there’s one thing about it. It does save the recipients some time. When I receive a letter to Mr. Marte Cliff or Mr. Cliff Marte, I know it’s advertising, so I feel free to toss it without opening it.

 

Comments(43)

Deborah "Dee Dee" Garvin
C2 Financial - San Diego, CA
C2 Financial

@Wallace, Oh my, I bet this happens to you all the time!  Truth be told, I have never met a woman named Wallace before.  I think it is a great and memorable name...but I bet you have had more than a few conversations about it!

Marte,  So glad your post was featured!  I think this is a valuable topic and worthy of some introspection.  As I read the comments I remembered a time that I was truly incensed about the use of a first name...and, it was not mine!

The year before my Mother passed away I had gone home to Montana to visit her.  She was working part time at a Shopko (a spin off of the Kmart kind of store, I guess).  She was all about introducing her "Banker daughter from Seattle" to her co-workers...in particular, her "wet behind the ears" manager.  She was so polite with a Mr. here and Mr. there in the introduction and he, in turn, was all Ms. this, Ms, that to me (hey is was nearly 20 years ago and I cut a fairly wide swath with flaming red hair As he tried to impress me with great deference he must have referred to my Mother as Elsie a dozen times.  What the heck?????????????  He is a Mr., I am a Ms. and my Mother is an "Elsie"...young jerk!!!  And, I told my Mother as much!  Don't ever succumb to calling anyone by a formality if they will not pay you the same respect!

Sorry for the rambling...you know what happens when some comment takes you "back in time"!!!

 

Jun 12, 2011 04:45 AM
Patricia Aulson
BERKSHIRE HATHAWAY HOME SERVICES Verani Realty NH Real Estate - Exeter, NH
Realtor - Portsmouth NH Homes-Hampton NH Homes

Marte,

Thanks for the good read today.  I really enjoyed the topic.  The older generation tends to be more formal. Years ago no one ever refered to people by their first names, especially if they just met.  The world is far to casual about everything I think.  It is polite and professional to say Mr. or Mrs. when you first meet.

 

~ Patricia Aulson / Seacoast New Hampshire

Jun 12, 2011 04:48 AM
Chris Ann Cleland
Long and Foster Real Estate - Gainesville, VA
Associate Broker, Bristow, VA

Before I go calling someone by their first name, I ask for permission.  And if they introduced themselves as Mr. or Mrs.  Whatever, I do not even attempt it.

Jun 12, 2011 04:54 AM
Bryan Robertson
Los Altos, CA

I guess it all comes down to the way each of us does business.  Personally, if I can't refer to someone by their first name, I don't do business with them.  I tend to be more casual in my business practices.

Jun 12, 2011 05:33 AM
Rosalie Evans
Meritus Group Real Estate - Sioux Falls, SD
The Evans Group, Sioux Falls, SD Homes For Sale

This is just another example of how sometimes you have to tailor yourself to the crowd you are with. I usually do this as a practice in the first place when sending out correspondence. So what do you think about Mrs. Miss OR Ms. when you don't know marital status?

Jun 12, 2011 05:38 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Debbie - Usually you can take your cues from the way someone introduces themselves, but it doesn't hurt to start with Mr. and wait until they say "Call me Bill."

Barbara - Oh definitely. People with titles that command respect especially want you to use them.

Lenn - You always hear about Southern graciousness, but my Mom was a stickler and you don't get much farther North than Idaho without leaving the "lower 48."

Charita - Was the woman ahead of you in line a lot older? If not, maybe the checker knew her and had been reprimanded for calling her by her first name in the past.

Virginia - Many years ago I purchased the Top Producer software, and it automatically printed letters with first names. It was a real pain to go back through every letter and change it, but knowing that other people felt as strongly about it as my Mom, I did it.

Cheryl - It's very sensitive for some, while others don't even notice. The problem is, until you get there, you don't know which is which.

Tony - a wise move on your part! I had a cousin who always called waitresses honey, dear, or babe. I felt embarrassed to sit with him in a restaurant.

Marlene - I think so.

Kathleen - When my Mom was growing up, she was taught to refer to all of her Mother's friends by the title "Auntie Jones," "Auntie Smith," etc. and those titles stuck, even when she was a grown woman with a child of her own. So... When I was a little kid and she'd be talking to Grandmother about those people, I thought we sure did have a lot of "Aunties!"

Tammie - Yes, if they feel you're disrespectful, they will be offended.

Mike - I think I'd enjoy those southern manners.

Leah - I believe that's a good practice.

Richie - I guess that makes sense in the corporate world.

Erica - You and I both! For a lot of seniors, like my Mom, when nurses, etc. use those terms it seems to make them feel that they are being treated as a child - and they do NOT like that.

Barbara-Jo - I listened to an excellent audio once about how to respect other people's cultures. In addition to being careful about terms of address, the speaker cautioned about shaking hands - or touching in any way. For some, that is a major offense.

Wallace - I get that a lot too!

Bill - You may be right. Along with age, regional customs could influence what offends and what doesn't.

Deborah - I would have been just as incensed as you! That was a blatant act of disrespect - the young jerk needed a swift kick.

Patricia - Yes, things are definitely changing. I hear people openly discussing topics today that people 40 years ago would not have mentioned to close friends, let alone strangers in mixed company.

Chris Ann - That introduction is a good clue!

Bryan - Why do you want to limit yourself?

Rosalie - I think Ms. was invented for that reason! If you don't know, it's the safe route. In my experience, most people will tell you if it should be Mrs. or Miss after you've used Ms.

 

 

 

 

 

 

 

 

Jun 12, 2011 06:40 AM
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Marte, I totally agree! Its the only polite way to do business.

Jun 12, 2011 06:48 AM
John Elwell
CENTURY 21 Bill Nye Realty, Inc. - Zephyrhills, FL
You Deserve a Full-Time Agent, Not Reduced Results

In our area, just the opposite would be the case. If we formal, we could alienate customers. Our buyers and sellers tend to come to look at us as friends, albeit casual ones. To be overly formal almost devalues the relationship we have forged.

On my postcards, I do not use addresses before the messages on the back. In the address, I say John and Mary Doe. If anyone takes offense at that small item, I am pretty sure I do not want to work with them. And I do not want the hassles of having to guess are they married, brother or sister. Is the single lady widowed, separated, etc.

Like many things in our business, norms are different from place to place. One must do what works in his or her own farm areas.

Jun 12, 2011 06:53 AM
Bob Publicover
Publicover Realty Group, inc - Stuart, FL
Thinking outside the box

I believe it's where you're from. Formality still is the protocal in the mid-West and some Southern states.

However, along the East and West Coasts of Florida it seems everyone is on a first name basis.

Even the County eemployees report to wotk in tee shirts and County Commissioners hold offical meeting in "Golf type" shirts. Vey few wear dress shirts and ties.

Whenever I have an appointment it's always in a tie and formal name only. Once we Client is comfortable we use first names .

 I don't particularly like it that way, but, When in Rome does as the.................

Jun 12, 2011 07:04 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Michael - Good manners are never going to get you in trouble!

John - Of course, once you've met and become friends you wouldn't continue to be formal. And on a postcard that probably works just fine. But what do you do when you write "Dear ___" and you're writing to a stranger?

Jun 12, 2011 07:05 AM
Evelyn Kennedy
Alain Pinel Realtors - Alameda, CA
Alameda, Real Estate, Alameda, CA

Marte:

My Mom taught me to address my elders as Mr or Mrs..  To this day, I still call my Mom neighbors by their last names.  I am a 5th generation Californian whose Mother set very strict standard for me and my sisters.

Jun 12, 2011 07:19 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Bob - Here in Priest River there's an automatic assumption if you see a man in a suit on any day but Sunday. He's either going to or from a funeral, he's a religious missionary, or he's a salesman from out of town. I have seen attorneys in sport coats, from time to time, but not in suits.

I'll never forget how startled I was one day when I walked into a Title company office and saw a woman working at her desk in shorts. Informality has taken over!

Evelyn - My Mom taught me the same. I'll bet yours is proud that you "kept the lesson."

 

Jun 12, 2011 07:55 AM
Ruthmarie Hicks
Keller Williams NY Realty - 120 Bloomingdale Road #101, White Plains NY 10605 - White Plains, NY

I guess its a NY thing - I am pretty informal in my saluatations -  but I haven't found that particular trait to be an issue with buyers or sellers.

Jun 12, 2011 03:39 PM
Lynda Eisenmann
Preferred Home Brokers - Brea, CA
Broker Associate ,CRS,GRI,SRES, Brea,CA, Orange Co

Hi Marte,

You are so right, I couldn't agree with you more. For me, it's a matter of respect.

Btw, I've got a long-time client who just turned 90, when he calls me he always says Hi Lynda, this is Bill and I always return the salutation hi Mr. Williams. I've never once called him Bill, he's known as Mr. to everyone in my office.

Jun 12, 2011 03:52 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Ruthmarie - It could very well be a regional thing.

Lynda - For some reason your comment makes me feel like saying "Awww... that's so nice." I can't even explain why it hit me that way, but your attitude toward Mr. Williams hit me as a "feel good" thing.

Jun 12, 2011 04:53 PM
Karen Bernetti
Southington, CT

Great post Marte.  Informality has its place.  I have to agree in professional situations I don't think you need to be afraid of showing anyone too much respect.  I know adults who insist that children call them by their first names - I don't agree with this at all, just old - fashioned I guess.

Jun 13, 2011 04:31 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Karen - I agree. There isn't any such thing as showing too much respect. As for children - it never bothered me when friends' children called me by my first name, but I can't remember ever urging them to do so.

Now I'm going to have to go back in my memory... It's been a long time since I've been around any children. Even my grand-daughter lives too far away to see often - and she calls me Grandma. I'm thinking my son must be teaching her to use titles, because she calls my other son "Uncle Chad."

Jun 13, 2011 06:49 PM
Lanre-"THE REAL ESTATE FARMER" Folayan
Samson Properties - Bowie, MD
I don't make promises.I deliver results.SOLD HOMES

Marte first I want to say thank you very much for giving me a call-I REALLY APPRECIATE IT. I enjoyed the talk. I am glad I picked up the phone. By the way next time we talk should I call you Marte or Mrs.Marte:-). Just want to be sure. Looking forward to seeing the new set of letters that I plan on using for my postcards mailings. Congratulations on the featured post. I am definitely going to keep in touch. Take care.

Jun 14, 2011 10:52 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lanre - Unless you want me to call you Mr. Folayan, call me Marte.

I enjoyed visiting with you too, and I'll let you know as soon as those letters are finished!

Thanks again for writing to me...

Marte

 

Jun 14, 2011 11:58 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Corinne - Customs from place to place really are interesting. But if you err on the side of good manners, at least you won't offend.

I don't mind calling an attorney by their first name if I know them well.

We used to have one here in town who did real estate closings, and there was no way I could have called him Sir. There were times when he told me such "raw" jokes that I'd say "David - go to your room."

Nope - there's no way I could have called David Sir or even Mr.

Right now we have a roofer who is going to repair my son's Duplex. When he calls he always addresses me as Mrs. Cliff - and I always call him Mr. Sherman. Maybe it's because he's a man in his 80's and he was raised that way? The interesting thing is that it feels natural.

Jun 16, 2011 08:42 AM