Years ago I attended a conference featuring a chat between Brad Inman and Dave Liniger, co-founder of Re/Max. As most conversations with Brad Inman are, there were some hard-hitting questions that gnawed at the meat of issues we face in the real estate industry. And, from my half-tuned in ears, I heard a statement that I've carried with me ever since: "You don't want to bring a fork to a potluck. You have to bring something people want to dig into." Truth be told, I can't recall what the exact question was that prompted Mr. Liniger's response, but it was referencing the value of the agent in the transaction.
Often times we get caught up in the idea of someone questioning our worth and proposing discounting our commission or the idea of a portal "stealing" our business (which is a topic for another day), but the reality of the situation is that whatever comes and goes in our industry, so long as we are bringing something to the table that people want to dig into, we're assuring our spot at the table. We spend so much time focused on the potential threats to our business that we're ignoring the one variable that we can control: our own value.
One of the biggest things I work with agents on is how to articulate their value proposition, and moreover, how to deliver on that value proposition each day so that no one questions your pitch. The key to bringing value is to always ask yourself "what would help them in this moment?" Sometimes that is more properties, sometimes it is a realistic talk about expectations and commitments, while still other times, it it merely helping them navigate a stressful decision. As agents, our role isn't clearly defined - no matter who tells you otherwise. Our role is what we choose to make it. I hope you make it worth it.
