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Certainly one of my brokers got here to me just lately with a query from a consumer. He requested her, “What’s the distinction between an actual property agent and a used automobile salesman?”

Now, that appears like the start of a (in all probability upsetting) joke, however her consumer’s an easy man, and he sincerely wished to know. And in the event you have a look at the info round probably the most and least trusted professions, amongst those that fee our trustworthiness “common,” we’re not that far aside: 44.9 p.c of respondents see used automobile salespeople as having common trustworthiness, versus 56.12 p.c who see actual property brokers that means.

We fare a bit of higher on the ends of the spectrum. Extra individuals see us as excessive or very excessive on the trustworthiness scale and fewer see us as low or very low, however there’s definitely a variety of room for enchancment.

There’s a stage of professionalism that some actual property brokers don’t maintain themselves to. In the true property trade, some individuals see themselves as salespeople and get centered on the fee — what I prefer to name getting “fee breath” and chasing that greenback. 

That’s totally different from appearing as a trusted fiduciary and fascinated by what’s in one of the best curiosity of the shopper. The extent of professionalism you carry to the desk units you aside, and it helps outline you.

If you must evaluate your self to a automobile salesman, at the least be a high-end automobile salesman, like a BMW, Mercedes or Lamborghini — somebody who’s promoting the exotics at the next worth level. They’re not as frightened in regards to the fee as the everyday used automobile salesman.

All joking apart, this can be a widespread analogy, and I’m not shocked that this consumer requested this query. Simply give it some thought: Research present that now we have comparable ranges of belief, but we’re promoting any person’s home or serving to somebody purchase a home.

That ought to give us all pause.

Setting the expectation and establishing a stage of service

So why does that notion persist, and the way will we overcome it? I believe we begin by defining ourselves in another way proper out of the gate, setting the extent of expectation and repair that we’re offering proper up entrance with that first consumer communication.

We’re by no means going to have the ability to change detrimental perceptions about our trade except all of us begin altering how we function, how we act, how we view ourselves. The detrimental notion is nearly a mirrored image of the self-perception of some brokers.

I’m an enormous believer in valuing your individual time and behaving in a really skilled method. 

When my son isn’t feeling nicely, I’ve to name the physician at 8:30 a.m. to get an appointment for the day. If I don’t, the physician will e-book up. The physician’s workplace received’t keep open late so we are able to get in, they usually’re not going to hurry in early to look in his ears.

Once you’re leaping by hoops to satisfy a consumer at 7:30 p.m. to indicate them a home quarter-hour after they known as you, or dropping every little thing you’re doing each time they inform you to, that’s a bit of extra used automobile salesman than what your physician, your lawyer or one other skilled would do.

We will’t, as people, change the entire stigmas that exist round our trade. It’s on the market that brokers are commission-hungry, that they receives a commission an excessive amount of and so forth. However you may change the notion on a person foundation by the best way you conduct your self and the extent of service that you just present to your purchasers from Day 1.

Info-gathering vs. relationship-building

When somebody walks right into a automobile dealership or onto a used automobile lot, the data they offer is all in regards to the nuts and bolts of the kind of automobile they’re in search of and the cash they’ve obtainable for his or her buy. If that’s the best way you’re approaching the preliminary purchaser or vendor assembly, you’re appearing like a automobile salesman.

Our job is to create a relationship and consider the standards round their objectives to find out how we may help that consumer. As an alternative of seeking to qualify them for a mortgage, we’re serving to to find out how that consumer matches into the huge spectrum of the true property world. Our job is to information, to not promote.

The home (apartment, co-op or lot) will promote itself as soon as we current it, so long as we all know the consumer and their wants.

That additionally means we’re not right here to “soup up” that property. We’re right here to make sure that patrons and sellers are making the suitable choices, giving them the information and the worth they should make these choices.

We’re not simply right here for the numbers as a result of we all know that if we deal with them proper, these purchasers will come again later. They’re going to have youngsters; they’re going to have sisters and nieces and mates who they’ll need to discuss with us. We’re going to construct these relationships to construct that long-term referral community.

So, we’re not application-based. We’re criteria- and relationship-based. And that’s one factor that I believe even our purchasers overlook about. It’s extra than simply the sale.

Let me say that once more: It’s extra than simply the sale.

So what’s (or needs to be) the distinction between a automobile salesperson and an actual property agent? The one factor they are going to supply their buyer that has worth is the automobile. We’re providing a lifetime of information and expertise, and that’s what separates us. 

Like lots of you, I take a lot delight in my work, and I worth the friendships and relationships that I develop with every one in every of my purchasers. Keep in mind that every little thing you and I do displays on each different agent and dealer within the trade. It’s value exhibiting up at our greatest each single day as a result of that enables us to make our little nook of the true property world higher.