They Don't Care About You

Education & Training with Borino Productions

People don't care about you. Your prospects.... your clients... They don't care how challenging and complex -- and at times CRAZY real estate is... What it takes to get a home sold... The daily hoops you have to keep jumping through as an agent just to put food on the table.

They don't care. They are worried about THEMSELVES. They are tangled in THEIR life.

Light House Their problems with little Timmy at school. Seven extra pounds they gained after Thanksgiving -- AGAIN! Car needing new brakes -- AGAIN! Their boring job... bad weather... incompetent boss... traffic on the way to work -- AGAIN!

And their house (obviously better and nicer than the one down the street) still NOT sold!

It's human nature. You and I can't change that. But we can benefit (and profit) from it. How?

Focus on THEM. Get to know THEM. Make it ALL about them. Understand THEM. What is it that they really WANT and WHY.... And then HELP them. Guide them with strength, confidence and competence. 

Be their lighthouse in their daily storms.


NEW: FSBORINO - How To Turn FSBOs Into Listings


Comments (32)

Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

Interesting information...I am glad that Kathy chose to feature your post!

Dec 12, 2015 10:34 PM
Paul S. Henderson, REALTOR®, CRS
Fathom Realty Washington LLC - Tacoma, WA
South Puget Sound Washington Agent/Broker!

I never mix my challenges with a client's wants and needs. It is a non factor Borino - The Real Estate Coach.

Look forward to your workshop in January! 

Dec 13, 2015 02:30 AM
Borino - The Real Estate Coach

Paul S. Henderson, Realtor, Broker, Tacoma Washington 

Looking forward to working with you, Paul! 

Dec 14, 2015 05:49 AM
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

They don't want to hear about YOU. They want to hear what you can do for THEM!!

Dec 13, 2015 06:49 AM
Patricia Kennedy
RLAH Real Estate - Washington, DC
Home in the Capital

Borino, this is wonderful advice indeed.  A lot of us forget this once in a while.

Dec 13, 2015 07:31 AM
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

No different than going to an attorney or doctor. We don't want to hear about their problems. We are the professional and need to be careful about crossing that line.

Dec 13, 2015 10:26 AM
Borino - The Real Estate Coach

Margaret Rome, Baltimore Maryland - Yes, Margaret ...went to my dentist today. Didn't really care about anything else but how he's gonna take care of my tooth. And he did 

Dec 14, 2015 05:51 AM
Kat Palmiotti
406-270-3667,, Broker, eXp Realty - Kalispell, MT
Helping your Montana dreams take root

This is so true - it is all about them, and that's what we need to focus on. Great reminder!

Dec 13, 2015 07:44 PM
Nicole Doty - Gilbert Real Estate Expert
Zion Realty - Gilbert, AZ
Broker/Owner of Zion Realty

Real estate is a people business. Sure we buy and sell houses but it's for people. If you're going to make it in this industry you better get used to selflessly serving your clients. 

Dec 13, 2015 10:37 PM
Borino - The Real Estate Coach

Well said, Nicole! In spite of all the latest gadgets and technology and what not, it will always be a people business! 

Dec 14, 2015 05:49 AM
Karen Fiddler, Broker/Owner
Karen Parsons-Fiddler, Broker 949-510-2395 - Mission Viejo, CA
Orange County & Lake Arrowhead, CA (949)510-2395

Absolutely true. This is the crux of all kinds of sales, focus on your client. 

Dec 13, 2015 11:35 PM
David Alan Baker Laveen & South Phoenix Realtor
Keller Williams Realty Phoenix - Laveen, AZ
Your local Expert

Hey Borino - The Real Estate Coach , ture words.  I've heard and seen some of your FSBO/Expired, good stuff.

Dec 14, 2015 07:56 AM
Borino - The Real Estate Coach

David Baker Realtor - Laveen Homes for sale 

Thanks for the nice words, David. The systems work -- if you work them. 

Dec 14, 2015 07:54 PM
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Borino - The Real Estate Coach - great post, like your coaching.

It's all about them, isn't it?

Dec 14, 2015 03:07 PM
Borino - The Real Estate Coach

Praful Thakkar 

Yep, all about the client, Praful. Just like you, my students - it's about you. Just like my wife -- it's all about her 
(just kidding, she's awesome!) 

Dec 14, 2015 07:55 PM
Chris McNatt

Great post! They don't care about us (Realtors) til they need our valuable wealth of knowledge when it comes to offers, inspections, advice, etc. Then that's when we come in to play. It's the foundation of trust thing.

Dec 15, 2015 12:02 AM
Jim Steele
RE/MAX Champions - Trinity, FL

Great post! You are the coolest!

Dec 15, 2015 01:57 AM
Tony Ciramella
Irongate Inc. Realtors - Springboro, OH

Great post.  client focused.  See you in Vegas

Dec 15, 2015 02:06 AM
Peter Mohylsky. Broker Associate
Miramar Beach - Santa Rosa Beach, FL

With all the support within each office, it still makes sense to reach out and touch clients and vendors on a regular basis.  this makes more of an impact than a flury of emails. 

Dec 15, 2015 03:47 AM
Borino - The Real Estate Coach
Borino Productions - Falls Church, VA

Peter Mohylsky   You're right, Peter. We all get overloaded with marketing, emails, and noise. But this is still a people business! 

Dec 15, 2015 07:08 AM
Gini Denninger

On point as usual!

Dec 15, 2015 11:09 AM
Bob Crane
Woodland Management Service / Woodland Real Estate, EXP - Stevens Point, WI
Forestland Experts! 715-204-9671

Making it ALL about them is always a good policy in nearly any situation, thanks Borino.

Dec 15, 2015 01:14 PM
Paul S. Henderson, REALTOR®, CRS
Fathom Realty Washington LLC - Tacoma, WA
South Puget Sound Washington Agent/Broker!

Make them feel how important they are Borino - The Real Estate Coach 

See you in January!

Have a wonderful holiday season!

Dec 22, 2015 03:09 PM
Patricia Feager, MBA, CRS, GRI,MRP
Selling Homes Changing Lives

Until they get their needs and wants met, we have to learn to keep our mouths shut when it comes to our own issues and challenges. People who hire us to serve their needs quickly gets turned off or plays a deaf ear when we talk about us.

Feb 02, 2016 09:05 PM
Borino - The Real Estate Coach
Borino Productions - Falls Church, VA

Patricia Feager, MBA, GRI, Cert Negotiations Expert, Military Relo Prof 

It seems that listening - intent listening is rare these days - and very much appreciated by clients, would you agree? 

Feb 03, 2016 05:09 AM