Real Estate Values or Just Bad Habits

There are several small businesses that retain hundred year old traditions. Hand-dipped chocolates, fresh flowers and cloth napkins on every table in a restaurant, or mints and roses on a guest's pillow at a B&B. Loyal customers come to expect these little perks or tokens of quality in the product and changing your traditions might mean the loss of your evangelical customers. These are unspoken signs of a company's value system and devotion to the customer. Then, there are traditions that are a little harder to explain.

There are two curious habits in the real estate industry that have always baffled me. They are age-old traditions and the public has come to accept them as part and parcel of the product. But are they a reflection of company values or just a couple of really bad habits?

The first....Why do real estate agents put their picture on absolutely everything? Real Estate agents are there to sell houses, people come to the agent to buy a house not because the agent has auburn hair or because he is smiling. The image presented through this type of marketing is that of an egoistical, self centered, self serving person.

I have asked many agents why they do it...the answers range from; because the company requires it, simple I don't knows, to I need it to stand out from the competition. (If all the competition is doing the same thing, how does that set you apart?) There are many people who have their own businesses and are sole-propritors from hair dressers to contractors, pool cleaners, consultants and lawyers but they don't plaster their headshot all over everything that relates to their business. There could be some reasons why they don't. Sending the wrong image of self importance is one. Another reason is aging. As people get older they become less satisfied with the way they look, a little less hair, and few saggy chins, smile lines that have turned into furrows. Real Estate agents face this problem head on...they just leave the same picture on their business card for their entire 25 year career, a nice youthful look. Finally, since marketing materials cost money and space is at a premium maybe they think it is better to use that space showing the product or benefit to the customer instead of a self portrait.

The second tradition that seems more like a bad habit is to have flyers and doorhanger bags strewn all over a neighborhood, and scattered on your prospective clients front porch. If it is a particularly popular neighborhood this means you find this stuff at your doorstep 3-5 times a week thanks to 10 or 15 different agents! I've even seen this stuff delivered on Sundays. It's really convenient for thieves..they know you've been away on vacation even if the mail is being held at the post office. How many people pick up those flyers while vowing to NEVER do business with the agents who turn their yard into a landfill's delight! It also is baffling that real estate agents see themselves on the same level as pizza places, gardeners, and the local handy man, all of whom market this way too. I have never seen a professional lawyer, doctor or accountant, market themselves in this manner.

At some point one's values should win over tradition. Respecting the client (and their front porch), making the client's/prospect's priorities your priorities must become the focus of a successful career. Common sense and creativity should come together with customer service, and bad habits should be broken, even if all the competition plans to carry on.

I would like to encourage all real estate agents that might read this. Be a leader, put a picture of a door knocker or house on your business card. I know its a radical idea, but take the challenge! Wouldn't that space be better used talking about your specialties or how long you've been in business? Who knows, you might even generate some goodwill by not cluttering up a porch with flyers that go straight into the trash.

Meredith Gossland is the owner of Lasting Impressions 2, a small business marketing service, in Los Angeles. http://www.lastingimpressions2.com

---

Real Estate Growth: How Long Will It Last?

There has been speculation in the media recently about the... Read More

Real Estate Investing Requires Education

I really believe in getting an education in real estate... Read More

Reprint Rights and How To Use Them To Generate A Steady Income

I can't emphasize enough how important it is to have... Read More

Family Feud with an Auction Deadline ? Adventures in Probate/ Estate Purchases

One of our investor students told us of an interesting... Read More

Homes For Sell By Owner ? FSBOs and Buyer Brokers

You're selling your home as a FSBO (for sale by... Read More

Why Do Realtors Advertise Your Home in Print,on the Radio, on Television, etc.?

Why Do Realtors Advertise Your Home in Print,on the Radio,... Read More

Maui Realtors: What You Need To Know

Maui is a great place for families of any size.... Read More

Real Estate Investing - Maximum Leveraging of Your Money

At this moment, you have access to some amount of... Read More

Property Investing - Am I Buying for Profit or Prestige?

All of us have emotional preconceptions and assumptions. They are... Read More

Property Investing Secrets 6

Property Investing Secrets:What No One Ever Tells You-How Real Estate... Read More

Investing in Real Estate Like a Stock

A REAL ESTATE STOCK PLANGetting out of the bleachers and... Read More

Real Estate Development Marketing

A Specialist Article For Those Interested In Real Estate Development... Read More

A Few Easy Ways To Take The Headache Out Of Moving

Moving from one house to another is always a challenge,... Read More

How to Use the Internet to Help Your Apartment or House Hunting

So you are looking for an apartment to rent or... Read More

Lease Purchasing Is The Perfect Home-Based Business

Some call it the 30 second commute. We call it... Read More

What are the Elements in Real Estate?

Each element has a specific color associated with it. Because... Read More

The Echo Boomers - The Next Big Consumers

The Echo Boomers or Generation Y currently make up about... Read More

Buying To Let Top Ten Tips

Buying to let is considered a serious investment and should... Read More

Are You Profiting From O.P.P.?

Are you profiting from O.P.P.? If not, why not? We... Read More

Home Equity or Debt Trap?

Are you using the equity from your home to purchase... Read More

How to Price Your Property?

A house properly priced is half sold. But there are... Read More

Do You Know What Design/Construct (or Design/Build ) Means? I Think You Should!

These real questions on 'How To' build are answered by... Read More

If Your House Is a Mess, You Dont Have To Sell For Less

Don't be tempted by "We Buy Houses" or "Sell Your... Read More

How to Sell Your House For Full Price

Many people believe that a real estate broker is needed... Read More

Where is the Sophisticated Property Investor Putting his Money?

The Traditional FavouritesOver the last five to ten years, UK... Read More

Tax Free Exchanges: Watch out for the New Residence Rules

On October 22, 2004, President Bush signed tax legislation that... Read More

What is a Loft Apartment?

What is a loft apartment? At the most basic level... Read More

Dont be Tempted by We Buy Houses (Updated)

Do you want to sell your home right away? Don't... Read More

Best Places to Retire

Places to Retire: Popular Doesn't Always Mean "Best"Las Vegas, Nevada;... Read More

Selling Houses: Design Psychology Works!

I've taught the concepts of Design Psychology for many years,... Read More

10 Tips for Investing in Distressed or Foreclosed Properties

1. Search on the world wide web for distressed or... Read More

Want To Be Profitable In This Real Estate Bubble? I?ll Show You How In Just Three Easy Steps

STEP#1. First you have to recognize that in order to... Read More

Real Estate News

Happy New Year, Make it a better world. "Pay it... Read More