Raymond Stoklosa

Real Estate Professionalism: Embrace it and it will embrace you

I was catching up on my reading today. I had several months’ worth of unread trade publications, journals, magazines, vendor solicitations, product promotions, and coaching offers that were piling up. Well, you know how it is sometimes the real estate business gets in the way of your reading time. Anyway, I didn’t get too far because I had an epiphany.

All of this information is designed to get us to do something. Usually that means to buy some kind of tool, device, product, equipment or another person’s time and alleged expertise. We as Realtors are the target audience. Most of the promotions either directly or indirectly try to convince us that they are the answer to our problems. Here’s my question: How would the public feel if they read some of these advertisements? Put yourself in their place and be the judge. For instance:

  • Agent easily earns $3 Million in commission and learn how you can too
  • Make more than $300 per hour with no selling
  • Never cold call again and net $1.8 Million income
  • I’ll show you how I work 1 day each week and still made $1,366,888
  • You can earn A Million Every Year…No open houses, no weekends or evenings
  • 100 Ways to make over $1 Million Dollars in commissions on the Internet
  • I sold over 300 homes last year and didn’t take a listing…you can too
  • The world’s greatest real estate coach shows you how to retire in 5 years
  • Don’t beg for listings: We guarantee 10 pre-qualified sellers every week
  • Earn More Than A Million Dollars Every Year: It’s easy, lucrative and fun

Is it little wonder that a substantial number of people feel Realtors rank near the bottom of the credibility chart? Are you surprised many think of us as hucksters and not much different from fly-by-night used car sales people? Does it bother you that a significant portion of the public feels we make too much money? Do you challenge the general public’s perception that there is no real difference between real estate agents? Are you comfortable with the quick buck artist label?

Realtors need to get serious. We can’t expect the consumer to take us seriously with this kind of stuff out there. I want to believe most of us know these nonsensical slogans are ridiculously unrealistic. After all, if helping people buy and sell homes was so easy, lucrative and fun, why doesn’t everyone get into the business? Why not share the wealth?

Professionalism is about providing home buyers and sellers with advocacy, technical expertise and professional advice that helps them buy and sell real estate in a positive manner. Professionalism is a demonstration of our worth.

Happy Holidays!

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