Throwback Thursday: Telling Them You Care Won't Get You Real Estate Clients

Education & Training with Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals.

An excellent post Featured last week written by Leanne Smith reminded me of the following post I originally published on ActiveRain July 30, 2016. It might seem contrary to what Leanne said but it's actually just another way of looking at the same subject. I thought it was worth dusting off and bringing out of the archives. Enjoy!   

Remember that old adage:
"No-one cares how much you know until they know how much you care"?  


In real estate, prospects just don't care how much  you say you care. You can tell them how much you care until you are blue in the face. All you will get is a blue face.  Take out a full-page ad in the paper and see how far that gets you.

But, if you show them how much you know, they can't ignore you.  When they get serious about buying or selling, they WILL come to you for more information and advice.  

When I was an active agent, I wrote blogs constantly, telling people everything about the local real estate market.  I achieved the top 7 spots on page one of Google for my keywords... Wenatchee real estate.  At the time, I was just a small independent, outranking all of the big franchises in town.  

Did that get people calling me?  YES!  75% of my new business came from my blog.  And,  I never once told them how much I care about them or ask them to do business with me.  All I did was show them how much I know.   

Once we started doing business together, my knowledge base became even more valuable.  My usual M.O. was to find out what they were looking for, then I would show them a few houses.  During each showing, I would get their feedback on each one... the good and the bad.  I listened.  From what I heard, I could hone in on what they were actually looking for.
I didn't waste a lot of time showing dozens of houses because I already knew what they wanted.  And, I knew the inventory!   I mean I really knew the inventory!  

Let me tell you a story:
Many moons ago, I had a woman from Ontario, Canada relocate to Wenatchee. She told me she was warning me upfront that she made her last agent show her 60 homes.  I warned  her  right  back that I would NOT show her 60 homes.
I assured her we would find the perfect home long before that ever happened.  

We did look at a few homes, and I got a crystal clear picture of what she wanted.  Every few days she would call me and say she wanted to look at such and such a home (that she'd driven by or whatever).  I told her I could certainly arrange a showing, but that was not what they were looking for because of__________________ (fill in the blank).  

I was inevitably right.

One day I called her and said I found the perfect home.  When I told her where it was, she said: "No, I don't want to live in that neighborhood".  Which, by the way, was a very nice neighborhood.  Anyway, I told her "I know, but just to clear my conscience, would you please come look with me?".  Her husband was out of town on business, but she agreed to go look.  Oh My Gosh... she couldn't even wait for her husband to get home the next day to make an offer. We made an offer subject to his approval.... which was just a formality.

Knowing your inventory is one of the key ingredients in your overall success. Knowing the inventory is so valuable in working with buyers and sellers. Frankly, I didn't even need to do a CMA to give a price opinion.  I just instinctively knew.  I did, of course, do the CMA because the potential sellers wanted "proof" of my opinion but that was o.k.  My point is, your ability to serve your clients skyrockets when you are knowledgeable about every aspect of your business.  

And, equally important, your self confidence skyrockets too!

"But, Carol, my blog doesn't rank high enough for people to find me on the internet," you say.
It doesn't matter.   It doesn't matter how you get the info out there, just get it out there.  It can be through regular mailings, or personal networking or whatever. There are lots of ways.  Just be THE source of information, and you'll blow people away in every conversation.

Last February I wrote a post titled: The ONE thing To Know As a Real Estate Agent.  In that post,  the importance of being THE trusted source for valuable information was emphasized.  I encourage you to read that one also.

So my new adage, applied to real estate is:

"They won't care how much you care
until they know how much you know."  
                                        -Carol Williams 

Don't misunderstand, though.  Clients DO want to know that you truly care about them. First, they need to know that you are a trusted source of the information they need and the competence to carry through. Your local market knowledge will bring you new prospects that it is up to you to turn into clients with caring service.  Your caring, knowledgeable, service provides you with the opportunity to develop a lifelong  relationship that turns into repeat business and referrals over the coming years. 

* * * * *
Please keep in mind that I am no longer licensed and cannot be your real estate advocate.  However, if you are looking to buy or sell a Wenatchee area home or investment property  and don't know who to call, let me know.  I can make some recommendations of highly qualified agents for you to interview and hire based on your specific needs.  I get no financial compensation for these recommendations. I just want you to have a great buying or selling experience.


Posted by

"The best way to predict the future is to create it!"
- Peter Drucker

"Information is FREE. Knowledge, Experience & Integrity Are Priceless."

-Carol Williams

Retired: Real Estate Broker/Owner, Property Manager 
Coaching, goal setting and marketing consultant by appt.

Active: Golf & Travel Blogger
"Golf isn't a sport. It's a lifestyle."



Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Joseph Doohan 04/24/2020 01:03 AM
Real Estate Best Practices
Active Rain Newbies
The Art Of Marketing You
Inspiration !!
Old Farts Club
knowledge is power
knowledge is key to success

Spam prevention
Show All Comments
Realty Pack
Realty Pack - Bel Air, CA
Real Estate Blog

Hello, Carol Williams. Great post. By being experts in our niches and providing an excellent service we show our clients how much we care about them.

Apr 24, 2020 01:39 AM #22
Larry Estabrooks
Independent Real Estate Agent - Moncton, NB
100% representation means NEVER DUAL AGENCY !

Amen Carol, knowledge is power.

Apr 24, 2020 02:35 AM #23
Margaret Mitchell
Coldwell Banker Yorke Realty - York, ME
Seacoast Maine & NH Real Estate

Hi Carol Williams, All the caring in the world does not help our clients if it is not backed up with expertise. There are a lot of very caring agents around me. I think it is knowledge and experience that helps me differentiate myself. Thanks for the post.

Apr 24, 2020 04:22 AM #24
Kat Palmiotti
406-270-3667,, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

Excellent post! Being both knowledgeable and demonstrating caring is an unbeatable combination.

Apr 24, 2020 05:20 AM #25
AndreaBFerreira CRS - SRS - CLHMS
Keyes Co. - Davie, FL
Miami Dade, Broward and Palm Beach County in FL

Good job Carol, very well said. If you know, you know otherwise be humble and learn and work to get . Thank you for share. Be safe

Apr 24, 2020 05:35 AM #26
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Totally agree with the basic principle of this one, Carol. You really do have to be the expert, and the only way to be the expert is to really know your niche inside and out. 

Apr 24, 2020 07:00 AM #27
Sharon Miller
RE/MAX Platinum - Crane Hill, AL


Excellent post! You hit the nail on the head with being the "trusted one" who provides the information and shares the knowledge. Most of my business now comes from referrals or past customers, (Note: I market waterfront property exclusively). 

My experiences, over the past several years, particularly with first-time waterfront buyers, they have a tendency to a varying degree, try and convince you they are well-versed in all aspects of waterfront property knowledge. In reality, the exact opposite is true. This is where one's professional knowledge, familiarity and expertise plays a key role in advancing the process while at the same time, building credibility with the potential buyer. Yah.......there's a few who will attempt to "out knowledge" you, but it won't take long before they realize your qualifications, work-ethic and to their advantage.

In closing, as the "legendary" World War II Pacific Fleet Admiral William "Bull" Halsey once opined......."Hit hard, Hit fast, Hit often"! Verbally sharing one's skill set(s), knowledge and expertise will prevail over marketing jargon, sales hype/innuendo, promises or "canned talking points"!

Let's go make it happen!   


Apr 24, 2020 07:50 AM #28
Anna Banana Kruchten Arizona's Top Banana!
HomeSmart Real Estate BR030809000 - Phoenix, AZ

Hi Carol I'm glad you brought this post back to life.  So so true! Knowing ones market backwards and forwards, inside and out is the key to people trusting that they'll be in good hands with you.

Apr 24, 2020 09:33 AM #29
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I might want to re-blog this and I just wanted to come by to tell you before I just willy-nilly post something.

Apr 24, 2020 11:16 AM #30
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Hi Laura Cerrano 
You're welcome to reblog any of my posts. I consider that a great compliment. Thank you for your support. 

Apr 24, 2020 11:52 AM #31
Rose O'Reilly

Carol, that was a teriffic article about caring and or not caring.  I send hand written postcards now because of the COVID-19 virus and I ask them if I can help in any way. Some homeowners may have health issues and are afraid to go grocery shopping, and I offer to pick up groceries.  I gave 2 N-95 Masks to a nurse who work at a local hospital.  

Apr 24, 2020 11:57 AM #32
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Being a trusted, competent source is the key.  Thanks

Apr 24, 2020 04:42 PM #33
Liz and Bill Spear
RE/MAX Elite 513.520.5305 - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

They have to find me first, don't they?  And as an engineer/agent, my empathy factor might not be the highest, but they'll always know I'm putting their interests first.

Apr 24, 2020 05:25 PM #34
Lynn B. Friedman
Atlanta Homes ODAT Realty Call/Text 404-939-2727 Buckhead - Midtown - Westside -- and more ... - Atlanta, GA
Concierge Service for Our Atlanta Sellers & Buyers

Carol Williams 
Thanks for the thoughts and the links to your other posts - sharing more wisdom. Loved this - if you show them. Just like raising children, not what we say but what we do...  Thanks - Lynn


Apr 24, 2020 06:46 PM #35
Shirley Coomer
Keller Williams Realty Sonoran Living - Phoenix, AZ
Realtor, Keller Williams Realty, Phoenix Az

Great post and yes, we need to know our market.  That is very evident as we continue down this COVID 19 path.  Our knowledge of our market direction will be as important as our knowledge of the neighborhood.

Apr 25, 2020 07:38 AM #36
Laura Filip
Laura Filip Broker , Opening doors for All Seasons of Life - Whitesboro, TX
What can we do for you today?

Thank you for the reminder to get the information out there on each community. Have a blessed day. 

Apr 25, 2020 12:58 PM #37
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Carol Williams  So glad this was featured as it says so much especially now as to what is going on in my state. As you know we are closed and not permitted to sell. There are many agents that are bending the rules and doing so anyway. I keep in contact with my clients telling them to please sit tight as it is against the law to sell RE right now. To put their house on the market would be foolish as agents will not show. They trust my advice but there are agents working anyway hurting those of us who are following the law.  The state is watching and my clients respect me. I have not lost any clients but others have. When the market opens they will get more for their house when they are allowed to actually sell their house. 

Just goes to show how timeless this post is 

Apr 25, 2020 01:48 PM #38
MichelleCherie Carr Crowe Just Call...408-252-8900
Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

Carol Williams thank you for the reminder-it's always SHOW not tell. 

Apr 25, 2020 02:50 PM #39
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I’m noticing a lot of positive responses on this one about being authentic and true to who you are and what you actually are selling with true heart and conviction

Apr 25, 2020 10:48 PM #40
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Couldn't agree more!  Carol, you hit the nail on the head, of course you know this.  People want to feel the confidence that's provided with knowledge.  They can feel confident you know what you're doing and you know the market - otherwise it's spray and pray!  Great post!

May 04, 2020 03:13 PM #41
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?


Carol Williams

Retired Agent / Broker / Property Manager
Ask Me a Question
Spam prevention

Additional Information