It's About Them, Not Us--Spotlight Shift

I've always believed there is more right than wrong with the real estate profession. However, sometimes our flaws are flaunted in the face of consumers. I posted this original article in December 2007 (my first mini-rant) and I'm happy to say I think the Great Housing Depression taught us a lesson in compassion and sensitivity.  Some agents already exhibited the 'it's about them' mentality and others had to learn it.  Judging by the ads I perused last week there's been a radical shift in how we address the public.  The spotlight is now on the customer, not the agent.  After all, the real estate experience is about helping our customers and clients realize their real estate goals throughout their life. 

Original Post date 12/2007

All right, I've looked at the micro picture of real estate for 2008--I've set my goals--it may have been the red wine I sipped as I compiled them, but I like to think big and they're way up in the stratosphere. It will be a gritty climb but I'm feeling positive about reaching for them. However, meeting my personal goals will not evolve the industry, and I think we need to change the public's perception of real estate agents.

It's time to focus on the macro side of real estate. The big picture.  Our legacy.  The way the community, the client and yes, the world view of our contribution to making the globe spin.

As I flipped through the weekend addition of the local home guide I saw Realtor face after Realtor face proclaimed as top listing agent, top sales agent, and others proclaiming mega million dollar production. Please stop this.  No wonder clients think commissions are too high and ask for discounts. The self promotion most agents do is way too 'MeMe' when the focus needs to be on what we do for the client. We should be advertising their success stories, not ours.

Take a moment and think back to the last time you read about a corporate executive receiving an overly fat hiring package or exit bonus. Did you think that's excessive? Undeserved? Overpaid? Perhaps it was well deserved, but seeing the number in print without any backup information is disgusting to most readers. There is much work involved in posting high production numbers, but those numbers should remain private. I never see my attorney or doctor putting their picture in the paper saying they made $1,000,000 last year providing service to their clients and/or patients. It's classless.

This light bulb moment occurred when a buyer came to me and said she wanted me to show her a house. She previously worked with another agent in the area. When I inquired about her past agent she said, "She's more interested in buying another new sports car than finding me a great deal." It's time to pull the self-promotion from the media and focus on the quality work we perform for our clients.

Many real estate agents do wonderful work in their community. Let's post more service based pics and print and cut back on the 'I made the most money this month' publicity. It might increase our credibility and make stronger connections with potential customers. Brokers, how about awards for humanitarian efforts, volunteer projects and charitable contributions? Let's make an effort in 2008 to show our communities what we are giving instead of what we are making.

P.S.  It's 2012 and I still feel the same way.  Kudos to all for the positive shift.