Six. Minute. Abs. And Real Estate…
Do you remember the movie, ‘There’s Something About Mary?’ I’m sure you do. The Farrelly brothers “romantic” comedy certainly raised some eyebrows when it hit the big screen. One scene in particular, though, continues to stand out in my mind.
Ben Stiller’s character, Ted, picks up a hitchhiker to fight off boredom on his drive to Florida to visit Mary. Upon picking him up, the hitchhiker (played by Harland Williams) goes into detail about a great new video series that he has conceived.
Now, I laugh so hard I actually cry whenever I see this scene… Harland Williams plays “crazy” really, really well!
And the sheer lunacy of the dialogue between Ted and the hitchhiker about six-minute, seven-minute and eight-minute abs highlights what has been going on in real estate for a while.
It’s a Race Baby! A Race…to the Bottom
When brokerages compete solely on the price of their services, the only logical conclusion is that, over the long haul, it’s one big “race to the bottom” of the service barrel.
Quality representations? Out the window.
Attention to detail? Nope.
The dogged, relentless work ethic often necessary to truly provide quality client service? Can’t realistically happen at those price points.
The bottom line: You get that for which you pay.
If the services you provide are the same as the services being provided by all the other brokerages in town, you have little choice other than to compete on price.
Good luck with that model. Even if you “win,” you lose. And when you lose, you really lose.
But what if your real estate brokerage did business…
…uniquely…
…differently…
….successfully…
…and added value to their services, instead of simply charging less?
For too long, real estate brokerages have over-promised and under-delivered. The only way to continue to draw new agents into the fold with this model has been to drop the cost of working with a brokerage.
“…it’s clearly brie time, baby!”
It’s that simple. Step up to what you deserve.
For a long time now, real estate agents have been charged a lot for very little in return from their broker. Wouldn’t it be great if the broker’s brand actually stood for something? And that brand could open doors for you? Or even add MORE credibility to your all ready stellar reputation?
By way of example, I have been the beneficiary of a bunch of referrals from people who have never utilized my services. Rather, they had such terrible service experiences in prior real estate transactions that they refer their friends and family to Professional One to avoid them having similar experiences.
The sole reason for their constant referrals without explicit knowledge of my services is the results they see from our past clients and the continuing conversation we are having about kicking the bar of real estate professionalism up the ladder!
In other words, they see the quiet outcomes of an intentional marketing plan, an intentional purchaser’s plan and an unwavering focus on increasing professionalism in the industry, beginning with ourselves as the examples.
No platitudes. No puffery. Just results.
Tired of what passes for “professionalism” in real estate these days, we at Professional One created a “barrier to entry” consisting of eight guidelines every agent must meet to become a Professional One real estate professional.
Here are two responses to our elevated barrier to entry (the first from a member of the public, and the second from the broker of another real estate company):
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