True professionals

Our image flows from our actions.

by Louise Hull   I received an e-mail recently from someone outside of our industry. The sender asked to remain anonymous. This is what he said: "…the real estate industry continues to promote themselves as money makers by touting the number of homes they sold, the fact that their agents are jillion-dollar sellers, etc. Added to this are monthly statistics about how many houses were built/sold in an area each month, and the public is unable to get anything but a wrong impression of REALTORS®. Do you see doctors bragging about their rates, how many patients they have?"

I have spent some time thinking about these comments. For years the National Association of REALTORS® and the Texas Association of REALTORS®—even many of our local associations—have been attempting to improve the REALTOR® image. We have spent millions of dollars on the "Real Estate is Our Life" campaign and have subsidized these efforts with print and radio advertising. We have made progress, but have we reached an acceptable level of recognition as professionals? I think not.

The bottom line is that until we act like professionals, we will not be perceived as professionals. In your day-to-day dealings with other REALTORS®, how professional are your actions? Do you hold yourself to a higher standard—or even the standard that you expect of others? Are you as good as your word? If you make a mistake, can you admit it and make the situation right even if it hits you where it hurts—your pocketbook? Is your goal to offer true excellence in customer service? Do you strive for 100% satisfaction for your clients, accepting nothing less as tolerable?

I believe there are those among us who could answer yes to these questions without hesitation. Unfortunately, I do not believe that is true of enough people in our industry or even among those of us who use the term REALTOR®.

When you look around a community, it is an irrefutable truth that the companies, regardless of their product or service, that strive for customer satisfaction will be those that endure and succeed in their field. It does not take the proverbial rocket scientist to figure out the reason for their success.

I am a compulsive saver of stories and quotes and have been accused of having one for every situation. I found this story without a reference, so I do not know who should receive the credit. It goes something like this:

You know me. I’m a nice person. When I get lousy service, I never complain. I never kick, I never criticize, and I wouldn’t dream of making a scene.

I’m one of those nice customers. And I’ll tell you what else I am. I’m the customer who doesn’t come back. I take whatever you hand out because I know I’m not coming back. I could tell you off and feel better, but in the long run, it’s better to just leave quietly.

You see, a nice customer like me, multiplied by others like me, can bring a business to its knees. There are plenty of us. When we get pushed far enough, we go to one of your competitors.

It is the "bring a business to its knees" statement that I find running through my head. I wonder if small acts of greed, a lack of professionalism, and poor customer service repeated over time in varied locations can bring an entire industry to its knees?

I have heard predictions—from outside the industry and within—that we may be in the last days of real estate as we know it. Perhaps these people have not been referring to changes brought on by technology but by a need for a higher level of professionalism. I love this business and want us to survive—and thrive. In my heart of hearts, I know we can and will.

Louise Hull, CRB, CRS, GRI, is broker/owner of Cornerstone Properties in Victoria. She is a TREC commissioner and served as TAR chairman of the board in 2000. You can e-mail her at louise@louisehull.com.

Photo © Digital Vision.

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