Is it true...Visibility Versus Ability

Sometimes, when there are lots of people in the marketplace, those with little ability can, for lack of a better word, find an ongoing pool of "victims." Everyone knows some service company, car dealer, that has such a reputation and promotes like crazy. In the long run, however, I think for most of us in business, ability ends up being more important. If one has high visibility, but poor word of mouth, it is going to catch up eventually, unless one is in such a big market that there are new suckers that can be hooked with the high profile ads.

You have to get their attention (visibility) before they will examine your credentials (ability). Often, the public will initially equate visibility with ability. The agent whose name they heard last will get the call.

Dianne, I don't think that you can really separate the two.  To me both are equally important and have to work hand in hand in order to be successful in this business.

I think they both are equally as important. But to me, I think you better know your stuff first (ability) before you build your visibility. Otherwise, people can see through your inexperience. Those first impressions last forever.

Unfortunately I know of some visible agents clearly lacking in ability.  I agree that you need both.  It doesn't matter how capable you are if no one knows your name.  

I believe that you need a good mix of both. If you are lacking in either one you will suffer. However, without ability, all the exposure in the world won't keep you in business. Your reputation will eventually precede you.

However, I would rather have average ability and superior visibility then average visibility and superior ability. Marketing will bring them to your door and then providing an acceptable product for the price will keep them coming.

You can be the best in your industry, but if no one knows or if you market doesn't require it, you will go out of business.

In my area there is a young agent.  He married into money and  brags about his marketing budget.

Anyway, he has billboards, trucks, a very very fancy car, and spends a ton of money on Marketing.  His visability is great.  Now to ability-his reputation probably leaves something to be desired as he doesn't seem to really get much business, but a whole lot of people taking him up on his free things.  He doesn't return calls, doesn't pay his basic bills, and the vendors in town talk about him, usually unfavorably.  And in a small town this isn't good.

Yep, he has visability, and he also has people talking about him.  I think I will opt for ability any day as well as a good reputation.

I have wrote/rewrote several responses to this post.  All turn out to be corny.  The answer I beleive is Yes, Visibility is important and the starting point; but Ability /Performance is what keeps bring them back.

If you are a secret agent you will not the chance to show your ability to bring them, or their referral back.

 

I beleive that ability and visibility go hand-in-hand.  You need both to succeed in the RE business.  But I also believe that an agent must first focus on their ability to do a great job for their client.  When your work is excellent it  will naturally translate into at least some visibility as former clients glowingly recommend your services to their family and friends.  As the saying goes, build it (your business) and they will come!

A great topic that inspired two posts of my own.  One: If you don't like doing something, hire someone that does! is an extention of your question with I think a couple of great considerations.  Thanks for inspiring a great deal of thought on this issue.

I personally believe that ability is of paramount importance, but the reality is that if you can afford to  buy the visibility, you can achieve short term success much quicker.  Ability will win in the long run, but it takes much longer to get there.

People think that if they see your face everywhere, you must be good at what you do.  We all know that many times nothing could be further from the truth!