Selling with Soul? Huh?

Education & Training with Sell with Soul

Selling with Soul has nothing to do with new age philosophies, holier-than-thou attitudes or even learning to dance. It's really just a catchy phrase for following the Golden Rule in your day-to-day practice of real estate. That you treat your clients and prospects respectfully, as you would like to be treated. That you are competent, reliable and fair. That you appreciate the commissions paid to you directly by your sellers, and indirectly by your buyers. That you don't take these hefty paychecks for granted. That you truly want to earn your commission, not just show up at closing with hand outstretched. 

But there's more! If you Sell with Soul, not only will you be a breath of fresh air to the home-buying and -selling public, you can also make gobs and gobs of money while sleeping soundly at night. You make all this money because you're good at your job. You are a Good Real Estate Agent! You find your buyers the right homes, not just because you know your market, but also because you listen to your clients and strive to meet their needs for a home, not just your need for a commission. Your seller's homes sell, not just because they're priced right, but because you've helped them recognize and correct any obstacles to sale...instead of bullying them for a price reduction.

Soulful real estate agents know how to hold their sales together. They usually get through the inspection period, even a difficult one, not just because they are good negotiators, but also because they have great resources for getting repairs made. Their listings appraise because they are prepared for the appraiser and know how to defend their sales price. Throughout the transaction, they strive for a win/win whenever possible and they don't antagonize the other team, just because they're sitting on the other side of the closing table.

And of course, an agent who Sells Soulfully will be rewarded with plenty of repeat business and referrals. She won't have to spend thousands of dollars on personal promotion, or to pester strangers to ask for their business; no, her friends and past clients will be her own personal marketing department. She'll be proud of the business she's developed and will have no problem selling herself at listing appointments or holiday parties.

But lest you believe that soulful real estate agents are simply nice guys and gals who smile sweetly and then get trampled over by the rest of the real estate community, that just ain't so. While you don't have to be a "natural" salesperson to be a soulful one, your natural instincts to protect your client will ensure that you are not a pushover. But instead of protecting that client by blustering and posturing and setting up unnecessary confrontations, you do it with creativity, good negotiating skills and old-fashioned good manners. Oh, and throw in a healthy serving of competency.

Neither are soulful real estate agents simply For-Sale-Signs-For-Hire or Tour-Guides-for-the-Unmotivated-Buyer. We don't knowingly take overpriced listings because that means we misled our seller with regards to market value. We don't waste our energy  that should be devoted to our "real" clients or take time away from our families to entertain unmotivated clients with no real need to buy or sell. (That may sound a bit "un-soulful" to you, but it isn't. We treat the business of real estate with respect and have every right to expect the same in return from those people we choose to work with.  We are not afraid to walk away from overly difficult or unmotivated clients who are draining our personal energy that is needed and appreciated elsewhere.)

* * *

This all sounds pretty rosy, doesn't it? As in, Be Nice and They Will Come? Real Estate in Utopia? I read over the above and smile... because, well, it's not that easy of course. Real estate is a tough business and the staggering failure/drop-out rate can attest to that. Every client, every sale, every situation is unique and it's not always easy, or even possible (for us human-types, anyway) to play by the Golden Rule perfectly, every time.

But it's not impossible or even difficult to be a soulful real estate agent most of the time. If you are a basically decent person who wants to make a fantastic living, sleep well at night and respect himself in the morning, then I salute you. And wish you the best in your real estate career.


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The More Fun You Have Selling Real Estate, the More Real Estate You Will Sell! 
(True Story)
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Comments (93)

Carlotta Remong
Berkshire Hathaway HS N.E. Prime Properties - Newport, RI

I read your book, " Sell with Soul"  last year and I loved it.  I may just read it again to  remind myself of the simple ways to stay in touch with your sphere of influence, such as treating a friend to lunch once a  month or is it once a week?

Jan 04, 2010 06:38 PM
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Hi Carlotta! I'm glad you enjoyed it! The sequel just came out and it has a whole lot more information on SOI - three or four chapters, I think. Anyway - lunch dates - shoot for one a week, just with people you actually want to go to lunch with. Don't try to socialize with everyone in your sphere if there are people you wouldn't feel comfortable going out with. Let me know how it goes!

Jan 04, 2010 10:19 PM
Carlotta Remong
Berkshire Hathaway HS N.E. Prime Properties - Newport, RI

Thank You....I  will let you know how it goes and I look forward to picking up the sequel!

Jan 07, 2010 08:32 PM
Norma J. Elkins
Elite Realty Group - Morristown, TN
Realtor - Elkins Home Selling Team

Thanks for this group --- I love it!

Feb 14, 2010 11:09 PM
Maureen Maher
William Pitt Sotheby's International Realty - Ridgefield, CT

I have found that if you always do the right thing for your clients, treat evertyone on the other side of the deal with teh respect and consideration that they deserve, and stay true to the core of my self, then the rest will happen naturally. Thank you Jennifer!

Feb 16, 2010 07:01 AM
Leanna Putman
Shanna Selections, LLC - Enfield, CT

I'm new to Active Rain - a bit overwhelmed with all of the groups, but sure glad I found this one!  LOVE the attitude/approach.

Thank you!

May 18, 2010 07:01 AM
Uniqca V. Powell
Samson Properties - Washington, DC
Brightwood / Takoma Neighborhood Spec.

Hi Jennifer,

I just requested your electronic information for Selling Soulfully.  I love working my SOI.  In fact, 100% of business comes from my SOI.  Looking to learn more effective ways to serve my SOI.


May 19, 2010 12:02 PM
Celia Sellers ,SFR, CDPE
Keller Williams Advantage Realty - Denver, CO

Hi Jennifer;

I didn't know I was an introvert until I read your book.  Now I have a name to go with my face, and it's okay.  I always knew that I could never cold call or door knock, but now I know what I can do in place of that!  Thanks for acknowledging that there is more than one way to skin a cat!

Jul 20, 2010 04:10 PM
Digital Digital
Alachua, FL
full service

Hi Jennifer,

Thanks for posting.

Reading your blog is like a breath of fresh air.

I look forward to hearing more from you Jennifer!

Have a wonderful week.

Sep 06, 2011 04:45 PM
Liz Vatovec
Keller Williams Realty - Clarksville, TN

So enjoyed reading this book and the second one, just started on the third. After 7 yrs in the real estate business I finally found something I can relate to 100%. After attending class after class on typical real estate training I had finally given up finding something for someone like me. But having had some of my friends refer to me as introvert more than once, I decided to start researching online "introvert real estate training" and found Jennifer's books. Just wish i had found it years ago!

Sep 21, 2011 08:17 AM
Barbara "Barb" Bodnar, Licensed Associate RE Broker
Coldwell Banker Residential Brokerage - Yorktown, NY
Coldwell Banker Residential Brokerage

Hi Jenn

Is there anyother way!  My background is in Social Work, and, this is my core value. Great ideas>

Oct 16, 2011 04:03 AM
Patricia Feager, MBA, CRS, GRI,MRP
Selling Homes Changing Lives

Hi Jenn,

The principal and philosophy of selling soulfully has been around since the beginning of time. Isn't it sad that some people still don't get it?

I don't believe there's any other way to successfully run a business, except by Selling Soulfully.

I'm glad your Group has stayed around and attracted many members. Thank you.


Dec 18, 2011 02:43 AM
Tara Skinner at Keller Williams Advantage Realty
Keller Williams Advantage Realty - Golden, CO
- Connect with us!

What a great blog to start this group with, Jennifer. Like many others here, I have also noticed the lack of soul that some people bring to their profession. Regardless of whether you are a Realtor or a school teacher, you must love what you do and do it well for those around you.

Dec 24, 2011 03:35 AM
Erin Colson
I haven't even taken my pre-license course yet (Jan. 23, 2012) and you have made me even more excited about selling real estate than I was already. I bought the kindle version of Selling with Soul and finished it. I'm reading your second book now. You are my mentor!! Thank you Jennifer. Would love to talk with some day. Thank you to everyone who leaves comments too. I want to learn as much as possible and hit the ground running as soon as I pass my exam. Recession? What recession? Ha! There are still deals out there for the realtor with the right attitude & skills.
Dec 28, 2011 11:11 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Anytime, Jennifer! Stop by and chat sometime. :)

Dec 28, 2011 11:34 AM
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

What a sweet comment, Erin! So glad you're enjoying SWS and I'm looking forward to getting to know you as your career gets moving!

Dec 29, 2011 02:36 AM
Christina Ehli
RE/MAX Platinum - Brighton, Michigan - Brighton, MI
RE/MAX Platinum Brighton MI Real Estate Agent

I have been absolutely loving your webinars of late.  Thank you for all that you do!

Jun 18, 2012 07:11 AM
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

You're very welcome, Christina! 

Jun 18, 2012 09:03 PM
Bill Saunders, Realtor®
Meyers Realty - Hot Springs, AR


You give so much back... for FREE!!! Thanks for all you do, and have done. I shared my copy of your book with a new agent in the office, and of course, she is loving it!

all the best, always..

Aug 18, 2012 12:01 AM
Katherine Flansburg
BCR Realtors 979-492-7830 - College Station, TX
Real Estate Professional in College Station, Texas
Reading your book right now! Thanks for restoring my faith in humanity! :)
Jan 15, 2014 12:12 PM