It's a Jungle Out There...
Now, in today's housing market, it is a real jungle out there. For the average buyer, it is a dark, inhospitable place, where at every turn there is some animal waiting to take a bite out of them. Worse, there are hustlers and poachers out there pushing "snake oil" such as inappropriate loan products or foreclosure prevention scams. At the same time, there is a populace that is at times superstitious and afraid waiting on lower interest rates or better pricing. So everyone needs a guide like - say Tarzan - to lead them to safety.
Saturday Triple Features as My Source of Inspiration...
Well, I grew up in the 1970s in St. Louis, Missouri. Every Saturday there was a triple feature with Johnny Weissmuller, Abbott and Costello, Bob Hope and Bing Crosby, Jerry Lewis and Dean Martin, and the great John Wayne. As I go through life, I often think of simpler times and things learned from everyday experiences like - well, for example - watching Tarzan movies.
So Here is this Week's Feature: Tarzan, Lord of the Jungle...
Now, each Tarzan movie had a similar theme - unscrupulous businessmen (e.g. poachers and gun smugglers) and corrupt government officials attempt to take advantage of the local natives or tried to steal something of value. Well, sometimes life imitates art or vice versa. So here is what I learned from Johnny Weismuller and the other actors who played the Tarzan role:
*** Tip #1: Make a great appearance and look the part. Now, it would be hard to describe some of the Tarzan movies as anything other than B movies. I suspect that the success of some of these movies depended on whether the actor looked the part of Tarzan. I mean we all expect Tarzan to be tall, handsome, and rugged. Similarly, the general public expects real estate professionals to be properly groomed, to look professional and to be dressed in appropriate attire.
*** Tip #2: Use a great or at least memorable tagline. Tarzan was a marketing legend. His name may have been John Clayton or Lord Greystoke, but he was known as the "King of the Jungle." But, it didn't stop there. He had a great tagline "The jungle...this is my domain...and I protect those who come here. For I am Tarzan, lord of the jungle." So, instead of being just another real estate salesperson, develop a niche and use a great tagline to describe your niche on all of your marketing materials.
*** Tip #3: Be a man (or woman) of action. Tarzan was a simple man of few words. He had memorable lines like "Jane talk too much." However, Tarzan definitely was a man of action and was not afraid to take bold and decisive moves. So, instead of talking about what you are going to do, take action. Too often, inexperienced agents fail to take advantage of business opportunities by taking decisive action. I mean I never saw a Tarzan movie where Tarzan said "Sorry, I can't save Jane" because "I'm tired", "I have a cold", "there isn't enough time in the day", etc.
*** Tip #4: Be a great communicator. Tarzan was a great communicator and knew how to speak the language of the civilized world as well as the language of the jungle. Instead of using real estate jargon, use plain, simple English with customers. When speaking with mortgage professionals, feel free to use their jargon. Customers understand the concept of an adjustable rate mortgage. However, a customer may not know what you are talking about when you say "ARM" or ""3/1 ARM."
*** Tip #5: Don't be afraid to summon help. In every Tarzan movie (at least from John Weissmuller on), Tarzan was faced with great danger and often relied on his friends and associates for help. With the signature jungle roar made famous by Johnny Weissmuller, Tarzan summoned help from others in the jungle. The simple fact is that you don't have to go it alone. When there is a problem or even when you simply need help or advice, don't be afraid to ask your broker and colleagues for assistance. Even Tarzan as the "Lord of the Jungle" knew that there were times when he needed help to get the job done.
*** Tip #6: Follow your code. Tarzan was always protrayed as a man of great ethics who knew right from wrong. He may have had simple ways, but he always (or almost always) followed his own personal code of conduct and was true to his guiding principles. In today's market, you can't just say what the customer wants to hear. The hallmark of your service is that you provide your honest opinion and deliver on what you promise without compromising your principles.
*** Tip #7: Never show your fear. Tarzan always was steady in the face of adversity and was courageous. Whether he was wrestling with an alligator or a poacher with a gun, he never showed his fear, was steady and got the job done. When a deal starts to go bad, it is easy to play the blame game. However, it doesn't do anyone any good. Instead, stay strong and offer solid advice, hope and solutions. With a positive attitude, you can tackle almost any alligator.
*** Tip #8: Be committed to your customers and to your team. Tarzan was always loyal to his friends, never took the easy route to achieve his goals, and always was willing to put himself in danger to protect his friends. When you work as a team, it important that you always work with (as opposed to against) the team. When there is a strong team spirit, action is contagious and you can achieve almost any goal. Similarly, Tarzan was committed to Jane and repeatedly showed that commitment by politely declining the advances of other women. When you are with a customer, focus on the customer. When you routinely and repeatedly interrupt a showing or meeting with your customer by answering your cell phone, you are sending your customer a subtle message that they aren't the focus of your attention and that you aren't committed to them.
*** Tip #9: Be firm and protect the weak. Tarzan always championed the weak and protected them from being preyed upon by the stronger party - whether it was an unscrupulous businessman, poacher or corrupt govenment official. His action was always strong and forceful - but only enough to protect the weak. This sounds simple, right? Don't overreach when you sell. Don't use a sledgehammer when a nudge will do. But, don't be afraid to use the sledgehammer when it is necessary to protect your customer's interests and when warranted by the circumstances.
*** Tip #10: Be generous and gracious. As a host, Tarzan was always generous and gracious. The key to securing referrals is being generous and gracious. The difference between being remembered and getting a referral or being forgotten is often a personal, handwritten note, a sincere compliment made to another real estate agent, or a telephone call to your existing customers offering assistance or condolences or simply inquiring about how they are enjoying their new home.
You don't have to have a big marketing budget to be generous, gracious and - well, human.
In today's housing jungle, doesn't everyone deserve a Tarzan like real estate professional to guide, assist and protect them in the purchase or sale of their home?
Interested in selling your home or buying a new home in St. Louis? Contact Ryan Shaughness of PREA Signature Realty by telephone at 314-971-4381 or send an e-mail to Ryan@PREASignatureRealty.com.
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