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Two words that can damage your professional image

By
Services for Real Estate Pros with Marte Cliff Copywriting

Are you inadvertently using words that play into that ugly picture of a real estate agent being akin to a used car salesman or (shudder) a member of congress?

We all know that real estate sales ranks low in the list of "most trusted" professions. According to a money under the table December 2015 Gallup poll, only 20% of the population rates real estate agents' honesty and ethical standards as "very high."

The very bottom of the rung now goes to lobbyists at 7%, then car salesmen, members of congress, and telemarketers at 8%.  Nurses, by the way, topped the list of most trusted at 85%.

The agents who have earned that "very high" ranking work hard to uphold industry standards and change the public perception of agents as people who just want to close the sale and collect the commission – no matter who suffers.

However, even the most dedicated agent can convey a negative impression simply by choosing the wrong words. 

As we know, words convey their own impressions, despite the actions that accompany them. We as humans have emotional reactions to words – good or bad. That's one reason I harp so much about not beginning a message with "I" or "We."

Two commonly used words that (I think) convey the wrong impression…

Deal and pitch

Yes, a real estate transaction is a deal. The dictionary describes "deal" as "a contract, a bargain, an arrangement or an understanding."

But… when I hear it, I think of a guy on a street corner saying "Pssst… buddy, c'mere. Have I got a deal for you," just before he tries to interest someone in a con.

"Pitch" is also a legitimate word. The dictionary defines it as "a spiel – a sales spiel in particular." That's probably why it puts me off. Canned spiels (scripts) always sound dishonest to me.

The word conjures up images from old Western movies with the snake oil salesman standing on his wagon giving his pitch to the townspeople.

You may have a perfectly positive emotional reaction to those words, but do stop to consider that your clients and your prospects just might share my negative reaction.

Instead of using "deal" and "pitch" consider using something a bit more professional, such as "transaction," "presentation," and "proposal."

Or, for variety… My favorite book (Roget's Thesaurus) offers up these additional alternatives for deal: arrangement, understanding, contract, and bargain.

Image courtesy of SiraAnamwong|freedigitalphotos.net

Comments (46)

Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte the language we use makes a huge difference how clients perceive us. I am always considered as a Trusted Adviser because of the information ie.: data I provide as well as how I interpret the data...ultimately I always let the client decide, Endre

Apr 10, 2016 02:13 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Carol Williams Obviously - you and I are in agreement. 

Endre Barath, Jr. You're considered a trusted adviser because you can be trusted. It really is as simple as that. 

Apr 11, 2016 02:51 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign

 

                   Thank you Marte Cliff for my ah-ha moment. 

Apr 16, 2016 11:36 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thank you Kathy Streib. As always, I appreciate and value your support. 

Apr 16, 2016 12:24 PM
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning Marte. I think you are right. Even my closet friend surprised me recently by comparing real estate salespeople to used car salesmen. Idon't think I will ever get over that.

Apr 16, 2016 10:06 PM
Marte Cliff

Sheila Anderson That really was hurtful! Hopefully she was talking about those OTHER salespeople. 

Apr 17, 2016 02:18 AM
Erica Love

I have never understand that comparison! I don't think I would ever get over that either! Especially since I know both businesses very well (family who are/were in the car business). I really don't see how they are comparable when it comes down to it. Thank goodness we do not have car industry schedules and lack of flexibility. And, when it comes down to it - people choose their car and they choose their house and their lenders. Educating themselves/doing research  before making large purchases... wonder if that would cut back on the feeling of being taken advantage of? Especially since both transactions have the unknowns that people just do not understand. :)

Apr 19, 2016 09:05 AM
Joanna Cohlan
Fresh Eyes For Your Home - Chappaqua, NY
Designing, Decorating & Staging Westchester Homes

Thanks Marte Cliff -I do agree that simple words have all kinds of associations and that deal and spiel can definitely conjure up a feeling of something a bit off kilter!

Apr 16, 2016 11:34 PM
Marte Cliff

Joanna Cohlan Yes, I keep a thesaurus at my desk so I can try to find words that convey the right feeling along with the right meaning. 

Apr 17, 2016 02:19 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Marte Cliff ,

So glad Kathy Streib featured this post in her "Ah-ha" moments for the week..I missed it! I like Endre Barath, Jr. am considered as a Trusted Adviser because of the information and data I provide as well as how I interpret the data...ultimately I always let the client decide. It works for me.

Apr 16, 2016 11:56 PM
Marte Cliff

Dorie Dillard People trust you because you aren't trying to push them into things - you're only helping them make decisions they'll be happy with. 

Apr 17, 2016 02:21 AM
Kristin Johnston - REALTOR®
RE/MAX Platinum - Waukesha, WI
Giving Back With Each Home Sold!

I am glad I did not miss your post, but thanks to Kathy I didnt!

Apr 17, 2016 12:25 AM
Marte Cliff

Thanks for coming by Kristin Johnston, Waukesha County Realtor 414-254-6647 

Apr 17, 2016 02:21 AM
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Flower Mound, TX
Selling Homes Changing Lives

Marte,

Many people are faithful to the tradition of Spring Cleaning. It would be good in incorporate that concept of cleaning out outdated, repetitious, stale words and phrases that may come across as offensive to others. Being genuine is what people want. 

Apr 17, 2016 12:34 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Patricia Feager I like the concept of "spring cleaning" our vocabularies. I don't think it's offensive, but I always have to watch myself to keep from putting "just" into a sentence. 

Apr 17, 2016 02:23 AM
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker in DC, MD, VA and attorney in DC

Happily not words I use. Good message though that we all should remember. 

Apr 17, 2016 02:27 AM
Marte Cliff

Lise Howe Thanks - I doubt that many here need a reminder, but perhaps one or two. 

Apr 17, 2016 06:33 AM
David Alan Baker | Laveen & South Phoenix Realtor
Keller Williams Realty Phoenix - Laveen, AZ
Your local Expert

It is real small distinctions that can make a huge difference, like words used.

Apr 17, 2016 03:52 AM
Marte Cliff

David Baker Realtor - Laveen Homes for sale Words carry different feelings even when they have the same meaning - like eager and anxious. One positive and happy, the other fearful. 

Apr 17, 2016 06:34 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Marte

Thanks for this. I know I throw the word deal out there now and then but I need to work on that. I imagine there are other words that may have a negative meaning that we use and don't realize it

Jeff

Apr 17, 2016 04:26 AM
Marte Cliff

Jeff Dowler CRS Whether it's off-putting always depends on the context - and I can't see you in the role of a con artist!

Apr 17, 2016 06:35 AM
Patricia Kennedy
RLAH@Properties - Washington, DC
Home in the Capital

Marte, they have a few more sylables, but transaction and presentation work for me.

Apr 17, 2016 04:28 AM
Marte Cliff

Patricia Kennedy Yes, we don't need to talk and write so fast that there's no room for a few more syllables. 

Apr 17, 2016 06:36 AM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

Words can certainly evoke emotions that were not intended by the person using them. I always call the "deal" a transaction. And I don't use "pitch" at all!

Apr 17, 2016 08:47 PM
Marte Cliff

Kat Palmiotti Usually when I see the word "pitch" used, it's agents talking to other agents. It still gives the wrong feeling. 

Apr 18, 2016 01:52 AM
Jon Zolsky, Daytona Beach, FL
Daytona Condo Realty, 386-405-4408 - Daytona Beach, FL
Buy Daytona condos for heavenly good prices

I don't think any of us can really "uphold industry standards and change the public perception of agents as people who just want to close the sale and collect the commission". 

It is impossible. And why should it even be our concern?We can help one person at a time. This is our concentration, this is our concern.

Apr 18, 2016 12:01 AM
Marte Cliff

Jon Zolsky, Daytona Beach, FL You can change that perception for the people who work with you - one at a time.


I think it should be your concern because dealing with people who have that negative perception makes your work more difficult. I do agree that it's impossible to change the world - all you can work on is your little corner. 

Apr 18, 2016 01:55 AM
Erica Love
Brokers Guild Cherry Creek - Colorado Springs, CO

I agree, those words definitely have a different feel than transaction, presentation and proposal! Great points to consider.

Apr 19, 2016 09:09 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Erica Love Words do give off their own vibes! 

Apr 19, 2016 09:29 AM
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
Retired New Hampshire Home Stager

I agree with you....both words suggest something negative. However I do like getting a deal!  LOL

Apr 19, 2016 11:46 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sharon Tara I do too - but I'm a bit distrustful of a sales person who promises to get me one! 

Apr 20, 2016 12:55 AM