Add Value, or Someone Else Will
Add Value, or Someone Else Will by Jeff Neumann
I find myself in that sweet spot of life - where I can remember stories from the onset of my career like they were yesterday (especially the painful ones) - but enough time has passed to render the prospect of offending anyone by telling them unlikely. The one I’m about to share is from my first couple years as a real estate salesperson. It was a time when I knew very little, looked like I knew even less, and lacked the self recognition of either fact entirely. There are three people involved in this story: the client, I will call John, the new realtor (yours truly) and the experienced veteran I’ll call Jane.
New Salespeople, or anyone that remembers being one may relate to this story, and now that I’m thinking of it, so might any home buyers.
The scene starts in 1990, which were the days that predated buyer agency, when the real estate industry used the terms ‘customer’ and ‘client’ interchangeably. It was the Wild West of real estate sales and every salesperson was free to work with every potential buyer and vice versa. Salespeople jealously protected their ‘clients’ and hoped like heck the client would maintain a monogamous relationship with them. It was in this environment that I received a call from a ‘potential client’ John - on a newspaper advertisement I had placed on one of our office listings. Though the house in question did not suit his needs, we struck up a good rapport, and I proceeded to show them several homes. I felt that I had succeeded in converting a potential client to a client! Over the ensuing months, I kept John informed of new listings that might meet his criteria, all the while developing a bond. One day, I called to inform him of a new listing, only to be told ‘ah, sorry Jeff, I bought a house last weekend.’ I was gutted, but pretended not to be, and wondered to myself what new listings I had missed informing him of. Eventually, I summoned the courage to inquire as to the address of the sale I had missed out on.
‘That house on Woolwich.’ I was re-gutted! ‘Ya, I went back through again at an open house, and ended up buying that day with the listing agent. Sorry man, I hope you understand, it is just business.’ I muttered something about understanding, hung up, and proceeded to feel sorry for myself.
For a short time, self pity was shortly joined by anger. Angry at the buyer's disloyalty. Angry at the listing agent, Jane, who knew I had shown the house to the buyer previously. I blamed everyone but myself. Eventually, and with apologies to Taylor Swift, I came to the realization that it was ‘me, hi, I’m the problem, it’s me.’ I had multiple opportunities to convince the buyer that their interests would be best served by dealing with me. I failed. If the buyer was indeed the type that thought it was good business to waste a salesperson's time and money with no intention of using their services, I was given many opportunities to make that judgement. Again I failed. As for Jane? My anger was misguided. Jane was hired by the home owner to secure a sale, and she succeeded. Was it reasonable of me to think that either John or Jane should have called me, the rookie agent who had shown the house and was unable to secure an offer? Nope. The end result was a happy buyer and a happy seller. Is that not the ultimate goal of our industry? Who am I to say they did it wrong by excluding me from the process? I had the opportunity to prove my value, and I had failed. Ultimately, for those of us in the service industry, it boils down to this: ‘If I expect you, the customer with choice, to be my loyal client, it is incumbent upon me to make sure I am adding the necessary value to the process in order to be deserving of your business.’
My story is not unique. Every salesperson has faced disappointments, some more cutting than others. In my case I was lucky that my Broker of Record was also my father, and he did not have much time for listening to my whining! (Herb subscribed to neither the gentle parenting nor gentle brokering philosophy) In his view, I was both the problem and the solution. The sooner I realized that my success or failures were entirely my doing, the better off I would be.
We, the organized real estate profession, have long since refined ourselves when it comes to articulating to our would-be clients, why they are but a mere potential client until the requisite paperwork is filled out. Would today’s paperwork have saved me back then? Maybe. But then I would have missed out on one of my life’s most useful lessons. And besides, binding clients to work with me has always struck me as a very poor business model. While our industry’s policies force us to deal in a paperwork world, it remains good business practice to concentrate on the people-work. Sign contracts when the law requires, honour your handshake because you require it of yourself.
These days my clients are salespeople and I consider myself very fortunate to work with as many as I do. And I hold no allusions, much of the value they receive today is delivered by our service team, assembled by my partner in the Brokerage Steve Foti.
Nonetheless, tomorrow’s challenge is the same for us as it is for our salespeople - delivering value. If we do it well, then we can hope to continue earning your business.
Thanks for reading,
Jeff Neumann
P.S. if the opinions expressed resonate with you, and you are not already clients of ours, we hope to earn your business soon. If they don’t, well, nevermind!
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