Their Problem = Who To Trust?
Civilians secretly think Real Estate Agents are full of crapola. The civilian perception is:
- Real estate agents follow-up and follow-through like Donald Trump combs over, spectacularly irresponsible.
- Real estate agents behave and screech, “It’s ALL about ME”. “I’m famous.” “I’m NUMBER ONE.” “Dig ME, Dig MY awards, Dig MY bill boards.” “I exceed your expectations (for egoism and poor performance.)!” Etc.
- Real estate agents spend more money on their Personal Promotion than property promotion.
- Real estate agents charge too much and do too little. List it > plant scratched, crooked, rusty framed For Sale sign > shoot lame photos > deliver William (I have no professional training) Hung service > ignore empty Take-One flyer box > run a print ad > lay low till it sells > collect a commission check.
Let’s face it. Civilians think most sales people are full of crap. Who can blame them. We have a ton to overcome. Let’s get started…
Our Problem = Lack Of Trust
Here’s How Untrustworthy Is Created, Reinforced and Forwarded:
- Dress like you’re on vacation, a hobo or a hooker.
- Speak in shallow generalities.
- Demonstrate sloth, ignorance and apathy.
- Act inconsistent.
- Never apologize, always make excuses, blame and stay the same.
- Screech: YOU are NUMBER ONE. Talk about YOU exclusively. Talk more than YOU listen.
- Act like YOU are the most important person in the room.
- Take phone calls while engaged with clients.
- Keep people waiting.
- Cut corners.
- Take ka-ka photos with cheap equipment.
- Create property flyer’s using clashing font styles, garish colors and seat-of-the-pants layout and design.
- Sprinkle your MLS listing remarks and property promotion materials with uninspiring, overused and misspelled words.
- Do as little as possible.
- Keep them un-informed and guessing.
- Respond slowly or not at all.
- Act moody, whimsical, lackadaisical or all 3.
- Have no systems, wing it.
- Follow-Up at your convenience, inconsistently or never.
- Break your promises.
- Ignore your commitments.
- Run late.
- Make excuses.
- Blame others.
The subject is Trust and Credibility. The question is, how do we earn it?
Earning trust is simple in concept, execution is a challenge. To succeed isn’t easy. You have to commit hard. You have to embrace change as the new normal. You have to lead, encourage, engage, solve and serve. Here’s a launching pad for your 2010 Trust Campaign.
17 Ways To Turn Brown-Eyes,True-Blue Trustworthy
- Trust is earned when we include facts, details, names, dates, statistics, testimonials, references and sources. Show, don’t tell.
- Trust is earned when we avoid answering questions with shallow generalities.
- Trust is earned when we employ professional grade tools, systems, techniques and people.
- Trust is earned when we communicate with calm confidence.
- Trust is earned when we act energetic and enthusiastic.
- Trust is earned when we take pride in our work, demonstrate commitment, respond promptly and act professionally.
- Trust is earned when we don’t brag or boast, but treat others with respect and courtesy.
- Trust is earned when we ask lot’s of questions about what, how, when and they want it and we deliver it.
- Trust is earned when we listen more than talk.
- Trust is earned when we collaborate, accept responsibility and avoid criticism, blame and excuses.
- Trust is earned when we provide a detailed, written marketing plan and share examples, samples and results.
- Trust is earned when we keep our clients informed.
- Trust is earned when we delight with over-delivery.
- Trust is earned when we lead with positive attitude, candid conversation and crisp execution.
- Trust is earned when we are consistent in word and deed.
- Trust is earned when we admit we don’t know something and we find the correct answer fast.
- Trust is earned when we guarantee we can be fired on the spot if we break a promise, slack or suck.. No questions asked. No fees. No hassles.
Be The Change You Want To See. Earn The Trust You Deserve.
I’ve been in this whacky business for over 30 years. Our publicly perceived personas haven’t improved an iota. If anything, advances in technology and societal savvy have spotlighted the pitfalls, shortfalls and opportunities of today’s real estate realities. I suggest, instead of chasing strangers and churning prospects, let’s develop real relationships and build bridges of True Blue Trust. If we act trustworthy and work smart, we will attract opportunity and our success and prosperity is assured.
2010 is knocking softly. What changes will you usher into your New Year and into the hearts and minds of your clients? Will the trust you attract be weak and rusty or steel-strong, true-blue and shiny?
PS. Trust takes time and extra effort to build, it can be broken in an instant. It happens, we’re human and imperfect. When it does, don’t dwell. Rise up and rock on. It’s a journey not an event.