The real estate industry is and always has been a people business. People do business with people they know, like, and trust, and at the heart of the business is the ability to cultivate and build relationships. Those who do not learn how to build relationships and gain the trust of customers will have just as much, if not more difficulty, converting leads as they did in generating leads in the first place. There are no shortcuts to developing deep and lasting relationships.
According to the most recent data from the National Association of Realtors (NAR), when it comes to choosing a real estate professional to work with, consumers indicated that their top priority by far wasn’t experience, knowledge, price or firm affiliation, but rather the ability to trust that professional.
NAR has summarized the Code of Ethics in a one-page document written for the customer that talks about the Code from the standpoint of what it means to them and why they should trust it. The document sets forth promises that each REALTOR® is bound to uphold when working with customers and stresses that fiduciary duties require that the customer’s interest be placed above all others.
The fundamental purpose of an agency relationship is to impose fiduciary duties on the licensee, which require them to legally protect the consumer. Keep in mind that consumers can trust you because, as an agent working under an agency employment agreement, you are legally obligated to keep their information confidential, obey and follow their lawful instructions, disclose all material facts to them, be loyal to them, account for and safeguard all monies entrusted to you, and provide representation that is skilled and diligent.
Learn from the successes of other companies and businesses that have spent millions of dollars understanding the power of customer testimonials. Today, when you go to Amazon to buy a book, what is the first thing you see? Testimonials from others. Amazon has removed nearly all of their own self-promotion of the book along with the extensive author bios. They have realized that the only people who can sell the book are others who have read it.