Broker-owner Butch Leiber provides insights on enhancing client service and projecting professionalism in the real estate industry.
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I often hear real estate agents lament the lack of respect our industry receives. We’ve surpassed attorneys in a Gallup poll of respected professionals, but not by much. The public perception of us may have suffered a setback this year.
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It’s our individual responsibility to enhance the level of professionalism and integrity in the industry to change public perception. Here are four actions (in no particular order) you can implement to start raising professionalism in your sphere.
Be proficient in your craft
Given the changes this year and the National Association of Realtors settlement, how you adhere to the regulations can have an impact.
You could inform a buyer that NAR mandates this document be signed before house viewings. Alternatively, you can elucidate that explaining the value you bring as an agent, your fees, and the reasons behind them helps consumers make informed decisions in what can be an emotional journey.
No one requested the settlement and the new rules, but conducting your business with a negative attitude serves no one.
Focus your social media presence
Social media is crucial for business success. It also reflects how seriously you take your job. Do your posts mainly emphasize the value you offer your clients, or do they focus on your non-work activities?
While people want to see the person behind the agent, do they view you as a professional individual or someone more interested in leisure activities? Your social media can enhance your reputation but could also harm it.
Utilize a professional email address
This is a personal pet peeve. Why does your email end in gmail.com, yahoo.com, or [shudder] aol.com? A domain name promoting you and your business could cost as little as $14 a year. You could even opt for a .realtor domain from NAR to elevate your professional image.
You can still use Gmail as your backend, but at least you’ll appear as a true professional rather than a part-timer. Additionally, paying for your Google email (or Microsoft 365) offers enhanced security, features, and storage space. With cybercrime and wire fraud persisting, upgrading to professional email may be wise.
Prioritize your clients
You excel at your work. You understand your industry. Amid all the changes and regulations, showcasing your expertise may seem appealing. Sometimes, simplicity is key.
It’s time to retire the grand gestures. Your clients aren’t truly interested. Buyers seek assistance in finding their dream home. With a seller, they want their property sold. They aren’t concerned about the specifics. Avoid overloading your clients with information.
Identify their priorities, educate them, and simplify your communication. When individuals feel overwhelmed by information, they get confused and less likely to act. Keep it straightforward.
Be confident and focus on the client’s needs. When asked for the time, avoid delving into an explanation of watch mechanics and manufacturing origins. Provide direct answers and keep it simple.
Ending where we began: Be proficient at your job. One of my agents received a call from an agent reluctant to show a property without certain seller concessions. How would you respond to such an agent?
I was tempted to retort (more bluntly), “Show your clients the house. If they like it, make an offer. We’ll negotiate later.” However, this agent favored comfort over effort in showing properties. Get into action and engage with your work.
Serve your clients’ needs. Show homes. Submit offers. Go the extra mile for your clients. Sometimes you win, sometimes you learn. But if you’re unwilling to act and engage, you’re not truly participating. That isn’t the behavior of a professional.
If you recognize yourself in these scenarios, you might be contributing to the lack of respect towards real estate agents. It’s time to step up.
Butch Leiber is broker-owner at Rev Residential Brokerage and a former Phoenix Realtors president and current board member. Connect with him on Instagram or LinkedIn.
