Let's start taking our profession seriously

Education & Training with Real Estate Expert Witness Support

I am always amazed that any time we attend a gathering of agents,  someone invariably uses the word,  "professional."  I know that in may ways,  our industry lacks professionalism but let's stop a minute and take a  closer look at the people that most of our customers consider professional.  Most are  white collar including doctors,  lawyers, dentists, tax people, etc. But, some are also blue color such as car mechanics, hair sylists and others.

What is it about them that makes us want to use them and return to use them again and again.  It is their skill and expertise.  Most are referred word of mouth.  And,  when someone refers them,  they speak of their skill and customer care.

Let's compare that to the way that we agents are trained to present ourselves to our clients. 

  • Our company:  How often do we make this a big part of our presentation?  Other professional rarely make this important.  Their appeal is their skills and expetise. 
  • Number of offices or agents:  Would you explain to me how multiple offices or lots of agents really helps the buyer that is sitting in front of you. It might impress a seller because they think that bigger offices will sell their house faster ....but is that honest
  • Our marketing materials:  After you show them your sign,  flyers, website, etc,  what is left.  Most of our serious competitors have almost or exactly the same thing
  • Point of difference 1:  Some agents try to sell their years in the biz.  I never think of that when I am picking a car mechanic or lawyer.
  • Point of difference 2:  Succes or number of deal.  I can't remember my dentist ever mentioning how many other clients they have.  And,  I can't remember ever asking or caring.
  • Our ads:  Bigger companies love to show the full page ads.  But,  we know that it really is a show put on for Seller's benefit.  Don't remember the % of sales from call ins,   but i know it is small

So,  if this is not what Listing and Buyer presentations should be about,  ....what should it be?

Have to run now but look for Part II



Posted by


Guy Berry

Email - guy@guyberry.com

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Comments (3)

Marc Baysek
Iron Horse Properties, LLC - Rockingham, NC
Iron Horse Properties

So very true....

May 30, 2008 06:47 AM
Jamie Flournoy
got agent? - New Market, MD
The Realtor on Your Side

Amen Guy.  After having worked for one of the big firms here in San Jose, I can tell you that my clients could have cared less about the fact that "..we owned the market in Santa Clara County".  I'm sure you know who I'm referring to!  What does matter is how that agent treats their client.  Are they truly going to put the client's interest above their own and be the fiduciary that they claim to be?  Are they competent in what they do?  Are they honest and forthright?

I wish I had a nickel for every time I called a top producing listing broker to show one of his/her listings and never even had my call returned!!  Quantity in this case definitely does not show quality.  I'm right with you on the Search for Excellence path.  I hope you can gather many, many more to join you.

Jamie Flournoy, Broker, Assist-2-Sell, San Jose, CA

Jun 12, 2008 05:10 AM
Guy Berry
Real Estate Expert Witness Support - San Jose, CA
Real Estate Broker and Legal Expert

Unfortunately,  nothing will change until industry leadership changes, and that is not going to happen.  The large companies are corporations.  Corporations have no soul.  They are not immoral. Rather,  they are amoral.  Money drives them.  You are rewared in direct proportion to you ability to produce.  We have both seen big producers who will not follow the rules.  Managers will almost never fire them.  I fired a big producer who would not follow the rules before Fox and Carskadon Saratoga became Coldwell Banker.  I took a lot of hear from management,  even though my agents were glad. 

The only chance we have is for individual agents to make a difference.  I am glad that you are on the "Search for Excellence."  Stay on the straight and narrow path.

Jun 12, 2008 06:30 AM

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