Your agents’ professionalism can help or hurt your reputation in the community. So, fostering professionalism in your business can have an impact on your bottom line.
Consider sharing these tips from Broker, Educator, and Certified Residential Appraiser Melanie McLane. McLane will present the session Is Professionalism Dead, or Just on Life Support on August 27 at the Shaping Texas Conference in San Antonio.
Communication builds trust
It’s OK to tell a client you don’t have an answer to their question yet but are looking into the matter. The more important thing is that you responded in a timely manner—McLane recommends by the end of the business day—and addressed the concern. Responsiveness builds credibility, while leaving calls and messages unanswered erodes it.
Sometimes you need to pick up the phone and talk with people involved in the transaction. “Text messaging is not the best venue for all types of communication, despite what some people think,” she notes.
Attire speaks loudly
Appropriate attire for real estate can vary based on the situation; imagine what a seasoned professional would wear while touring a West Texas ranch, a Dallas high rise, or a Gulf Coast vacation home.
That said, you can set expectations to make sure your agents reflect positively on your business. Establishing guidelines can give your agents direction and remove questions about what’s appropriate.
The golden rule still applies
The golden rule appears in the NAR Code of Ethics and is always a good idea when working with clients, other parties in the transaction, and real estate professionals.
“You don’t have to love the other agent or be their best friend, but you do need to treat them professionally,” McLane says. “Do what you say you’re going to do.” Being respectful and being considerate of other people’s time are also important, she says.
Your highest obligation is to your client
Remind your agents that the Code of Ethics requires you to protect and promote the interests of your clients—even when it’s inconvenient or difficult.
Resources are available to improve professionalism
In addition to McLane’s presentation at the Shaping Texas Conference, there are CE classes your agents can take to improve their professionalism. Visit texasrealestate.com/findacourse to see upcoming courses.
As a broker, you can do your part to foster a culture of professionalism at your brokerage by shouting out excellent conduct when you see it, McLane says. “This should be a part of your office meetings,” she adds. “I always like ‘catching someone doing right.’ Some agents have told me they never hear praise from their broker.”
It is worth your time and effort to improve professionalism. “I have known agents who have crashed and burned in this business because they’ve treated people badly. They’ve burned bridges and people don’t want to work with them. This is a reputational business.”
