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In a somewhat unscientific poll conducted over several years, the public rated real estate agents only slightly higher than the center of a 1 to 10 scale. The July 1990 issue of "Consumer Reports" noted significantly lower satisfaction with our performance compared with other service industries. A Gallup survey found that only about 2% of responding consumers rated real estate agents as having "high" standards of honesty and ethics. Perhaps the most interesting survey, conducted by the NAR, found that over half of responding Realtors believe that their fellow practitioners’ standards of honesty and ethics are "low." No wonder our public has reservations. There is a segment of the population which holds sales people in low regard. Some are fearful that sales people will use their magic powers to command an involuntary buying action. Others see us simply as sales people, nothing more. A surprise? Is it their fault? How can we improve our position? Some who believe that they have been ill served by real estate people might be correct, but ill-served clients are not in the majority. Remember that most individuals do not have personal contact with the real estate world for 5 or 10 years at a time, so their perceptions are not always up-to-date. Their ideas of real estate practitioners are a combination of the prospects’ past experiences, what they read, what they hear, and often what they fear. Some of these misconceptions are sufficiently serious to cause unnecessary problems for our clients themselves, as well as for us. One example of unnecessary problems, which are created by public misconceptions, can be illustrated in the case where you win the listing of a stranger. In the process of obtaining the listing, you should have established a firm foundation of trust and faith that will see you through. But sometimes the trust and faith evaporate and you are left with a problem. Assuming you are proficient and have done your best, the root of the problem is often the client’s distrust of real estate people, sales people, and sometimes people in general. This is why it sometimes takes two, three, or even four successive listing agents to sell some homes. Another example of an unnecessary problem is the disdain, anxiety, and suspicion Realtors receive from strangers attending their open house events. Many prospects resist Realtors’ efforts to strike up a pleasant conversation. Some even refuse to give their name. Others are downright hostile when approached. What makes it happen? A seemingly prevalent, and somewhat disturbing public belief is, that all real estate agents come out of the same mold: That we are a commodity, as similar to each other as grains of sand. This explains why some sellers interview three agents merely because the newspaper told them to, and then pass over experienced agents to hire the agent next door (or their friend) who sells one home every two years. Then, if the results from using such an inexperienced agent turn sour, it reflects directly and unfavorably on all of us. There are some Prospects who understand real estate agents and appreciate what we do and how we help. Let us thank them for their understanding, recognizing that there are still many members of the public who we need to impress more favorably. But to some homebuyers, an agent is useful merely to find a home, while the majority of sellers hire an agent merely to find a buyer. In short, they see us as self-appointed controllers of the important information, through various MLS services, albeit with the blessing of the State. Are we nothing more than a necessary evil? Where did they get such an over simplified view of our role? Could it have come from us? We, often take our own value for granted. As Terry McDermott, NAR Executive Vice President points out: Realtors "make the market" for real estate. In other words, we provide the infrastructure, procedures, hardware, software, expertise, et cetera to effect an orderly forum on which homebuyers and sellers can rely. Imagine trying to sell 100 shares of IBM stock without the New York Stock Exchange. It would be chaotic. How many of us have even stopped to consider what an immense value we bring to the public in this one regard. No wonder the public is not aware. There will always be some public discontent, possibly unfounded, over which we have no control. Nevertheless, it is incumbent upon us to deal with the wider question of our image. Presuming that there is a measurable deficiency in the public’s appreciation of our role, we must ask how their appreciation can be increased. Whose responsibility is it? Rather than settle into the easy chair of inaction, let us admit that we have some control over our fate. How can we, individually and as a group, more effectively communicate our role to the public. First, let us each resolve to heartily support any campaign aimed at improving the public's view of Realtors. An important element of any campaign, national or personal, should be to depict ourselves as people. It is easy for the public to become upset with any group from time to time. To the extent that we can become real live people, it will be easier to make our case convincingly. But we will need the support of our local and national Associations in order to turn the tide. Along with whatever assistance we can obtain from above, we each need to make a concerted personal effort to:
We have much to offer our public and we can communicate it effectively. Prepare yourself now: Actually sit down and list the duties you provide for both sellers and buyers and then rank them in terms of importance, from the viewpoint of your clients. Another frame of reference might be to estimate the need for specialized skill or experience in each of our tasks. How many activities require your level of expertise and personal commitment? Let us all resolve to better recognize and understand our value, now and in the future, and thus be in a better position to impart our understanding while providing impeccable service to our clients. Identify your value and start telling the world! |
