The More People Who Know You, Like You and TRUST You, the More Real Estate You Will Sell (Part 3)

Education & Training with Sell with Soul

Oops. A few weeks ago I promised to finish up a series I was doing on KLT - The Know, Like and Trust Principle which goes something like: "The more people who know you, like you and trust you, the more KLTreal estate you'll sell."

In the first two segments of the series I talked about the KNOW and LIKE factors - you can read those here and here.

But this third factor - the TRUST factor is probably the most important. Because even if a whole bunch of people KNOW you and a whole bunch of people LIKE you, they won't hire you or refer you if they don't TRUST you. And yes, it is possible to know and like someone and not fully trust them!

By "TRUST," I'm not referring to whether or not the people who know and like you think you're an honorable sort of guy or gal. If they don't TRUST you from an ethical perspective, well, they probably don't LIKE you much either. I'll assume that's not the case!

What I mean by "trust" is that the people who know you and like you TRUST that you'll do a great job for them and their referrals. That if they refer you to their friends, you won't embarrass them. They TRUST you to make them pleased with and proud of their recommendation.

Bob Burg in his book Endless Referrals tells the story of a dry-cleaning service in his town that is owned by someone he knows... and likes... and trusts personally. But professionally? Nope. He hates it, but the guy is a lousy dry-cleaner and Bob simply can't give him his business or refer him to others, no matter how much he likes him on a personal level. He acknowledges that if the drycleaner just matched the service and quality of his competition, he'd be happy to use and refer them, but once he betrayed Bob's professional "trust" by performing poorly more than once, the potential for a professional relationship was over.

In our real estate businesses, there are two ways we earn professional trust from our spheres of influence.

First, we provide fantabulous real estate service when we are honored with the opportunity to represent someone we know, or someone who is referred to us by someone we know. (Which is by far the best way to build a referral-based business!), and

Second, we remember that, even in our personal lives, we're always on display.

If we give our friends and acquaintances (and even the new people we meet on a daily basis) a reason to think of us as reasonably intelligent, reliable, ethical and competent guys or gals in our personal lives, they'll easily make the leap to assume we're all those things in our real estate lives, as well. Which means... that they'll TRUST us to handle their own precious real estate business AND the business of anyone they know who happens to need real estate service.

So, what's the punch line?

Strive to KNOW lots of people... strive to be LIKED by those lots of people...and always strive to earn the TRUST of those lots of people.

Do these things and you can forget all that nonsense you learned about canned prospecting scripts, pushy closing techniques and uncomfortable stranger-pestering dialogues in your pursuit of business!


"Too New to Have Satisfied Past Clients? That's Okay - Just be a Reasonably Competent Human Being!"

"Do You Refer to Your Flaky Friends?"



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Patrick White
Home Driven Realty, Inc - Baldwin, NY
Driven to bring New Yorkers home

Good Morning Jennifer

Thanks for the post and information. Have a great day.

Mar 01, 2011 12:25 AM #1
Sue Gabriel
Cleveland, OH

And forums such as Facebook give us a wonderful opportunity to either 1) earn & build that trust or 2) mess it up royally! I have read some posts and comments that make me cringe. And if I had to refer one of those agents, I would think twice. Thanks for the series of posts. They are great reminders for us all!

Mar 01, 2011 12:54 AM #2
Brenda Mullen
RE/MAX Access - Schertz, TX
Your San Antonio TX Real Estate Agent!!

This is great advice!  I firmly believe that one of the most important factor of working with a Realtor is the trust factor.  As you well know, trust is hard to earn but easy to lose and once you lose it, even harder to get back! 

Mar 01, 2011 01:25 AM #3
Mike Saunders
Lanier Partners - Athens, GA

Jennifer - keeping your commitments outside of real estate will surely benefit you in real estate.

Mar 01, 2011 06:31 AM #4
Dana McGary
Crye-Leike Champion Real Estate Group, Searcy, Arkansas - Searcy, AR
Realtor - White County, Arkansas

Wonderful post!  I'm a big fan of your perspectives.

Mar 01, 2011 09:07 AM #5
Lindsay Pendleton
Relocating To Baton Rouge & Surrounding Areas - Baton Rouge, LA
Marketing Agent - Property Management in Baton Rou

This advice is a hidden gem that people have total access to but constantly overlook it. We spend so much money trying to find the "golden ticket" to referrals and we forget that we've had it all along. People want the quick fix to gain business but getting solid referrals means taking the time to go above and beyond while leaving a lasting impression. This post definitely sums it up!

Mar 01, 2011 05:21 PM #6
Robert Rauf
HomeBridge Financial Services (NJ) - Toms River, NJ

People have a tendency to work with people they like, and I have always said: Life is too short to work with people you do not like!  (No commission check is worth working with someone that makes you feel yuckie)


Mar 02, 2011 01:42 AM #7
Kelly Cordova-Armer
Cornerstone Real Estate Professionals - Ogden, UT
Selling with Soul amidst the Utah Mountains!

Hi Jennifer - Thanks for the reminder.  Such a simple concept.  "Be Real, Be Likable, Be Honest".  Kinda like Do Unto Others... Thanks and as always you put everything together with simplicity & eloquence. - Looking forward to reading your latest book!!

Mar 03, 2011 03:50 AM #8
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Jennifer Allan-Hagedorn

Author of Sell with Soul
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