Customers don't have relationships with organizations; they form relationships with individuals.
In the competition between a homeowner selling her house with choosing the name brand firm with an agent she has never heard of or a friend REALTOR that she has known who works over at little XYZ Realty, whom most of the time gets the listing?
The friend. And why is this? Trust. Go with the one you know. Sphere of influence. I have marveled sometimes at the hairbrained agents that are chosen to list properties that because the homeowner didn't know the far better agent right in his area, the lesser qualified got the listing.
This brings me to my observation I have seen over and over again:
RELATIONSHIP TRUMPS SKILL.
I do not deny skill as an incredible asset when it comes to real estate, as well as experience and track record. But relationship more often than not TRUMPS EVERYTHING. Work on networking with "real people" much more than just creating an online presence for "connecting" with people.
Comments(30)