by Marty Kramer   

For the amount of work you do, you make too much money.

If no one has ever said this to your face, somebody has probably whispered it behind your back. But why? When you put in the long hours, make yourself available at the chirp of a cell phone, pull deals back from the brink of disaster, handle detail after detail after nit-picking detail, why would even a tiny minority of the public think that all you do is pound a sign into the ground and wait around for fat commission checks to roll in?

It’s up to you to tell all you do
Several factors create the misperception that agents don’t truly earn what they make. Lazy, uncaring, and dishonest agents and brokers–few though they may be–do more than their share of damage to the profession’s reputation. A hot sales market can create problems, too. Some sellers feel they didn’t "get their money’s worth" when their house was only on the market a day or two. All that money for just two days’ work, they think.

Perhaps the biggest problem, though, is one you can control. Like the line made famous by the warden in Cool Hand Luke, "What we have here is a failure to communicate." You know everything you do to make sure your clients get what they want for the best price possible with the fewest hassles. But do you tell them? Do you list all the services you will provide, give updates of your activity behind the scenes, promote not only who you are and successes you’ve had but what it is you actually do?

Make a list with your personality
One broker who spells out what clients can expect from him is Glenn Irvin of Sulphur Springs. About three years ago, Irvin developed a list of every service he provides to sellers and started showing it during listing presentations. "They know when I leave that I will do my utmost to get their property marked with a sold sign," he says. Irvin also posts his Checklist of Services on the Home Seller’s Information section of his Web site (www.glennirvin.com). The checklist contains 20 specific services–things ranging from reviewing marketing activities with the client to arranging and facilitating showings for other agents.

This marketing tool is paying off. "Buyers and sellers look at us as being very professional and feel comfortable putting their trust in our hands," says Irvin. He adds, "Buyers’ interest has been phenomenal."

The checklist serves another purpose in addition to creating a favorable impression for buyers and sellers. "We all sometimes forget the basics and some of the tools we have to use,"Irvin says. "This is a good reminder."

For other brokers and agents interested in creating a similar tool, Irvin offers the following advice: "Design your own list with your own personality and ask yourself the following: Do I offer services that are unique?; What information should be conveyed about me personally?; Why should clients choose me to represent them or assist them?"

Tell them everything involved in selling or buying
Judy McCutchin of Dallas uses animation on her Web site (www.dallashomes.com) to show the myriad details involved in selling a home. One by one, phrases like "escrow" and "termite inspection" converge on the image of a house. Finally, the screen clears and the slogan, "Judy McCutchin offers more than just a sign," appears. The animation continues with specific services she offers. McCutchin has a similar presentation for buyers.

"Many people have no idea how much is involved in selling–or buying–a home," says McCutchin. With increasing competition over listings and commissions, McCutchin felt it was important for Web visitors to know up front what to expect from her and her team. "Sellers know exactly what they are getting for the commission they are ultimately paying," she says.

McCutchin also gives a multimedia presentation that outlines all her services at all listing appointments and sends out postcards highlighting her services and how they can benefit her clients. "I feel that publishing a list of services is a way of being honest with your clients," she says. "It’s also a great way of sticking with our business model–once your services are listed, it’s very detrimental to not provide what you promise."

Let your clients do the talking
Ebby Halliday, REALTORS^® in the Metroplex gets clients in on the act. Client testimonials posted on the Ebby Halliday Web site (www.ebby.com) sing the praises of agents. "At one time, we published excerpts of these letters on our Sunday page ad," says Mary Frances Burleson, president of the firm. "When we planned our Web site, we wanted to focus attention on our outstanding sales associates." The letters now appear in a section of the site called Success Stories.

The letters are more than just compliments to the agents. In effect, they also tout many of the services of the firm. These letters–complete with full names and photos–often have clients mentioning specific services they received. One client writes about her agent meeting an insurance adjuster for a leaking shower pan while the client was out of town. Others refer to market research performed by an agent, tips sellers received to show their home at its best, agents explaining contracts, and working open houses.

"We don’t solicit these letters, so they’re not hard to get," Burleson says. "They just keep coming. Our associates are very pleased, and our clients love to be featured. They send family and friends to our site to see their picture."

Marty Kramer is the editor of Texas REALTOR® magazine. E-mail him at mkramer@tar.org.

Photo from Corbis Images.

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