CEO Message: Change the Narrative- Tell Your Own Story

Change the Narrative- Tell Your Own Story

Tyrone Adams

It is hard to believe that we are already a couple of months away from the end of the year. The real estate industry has been a roller coaster ride to say the least. We started the year off with members fielding multiple offers for their listings, days on market was more like hours on market, and interest rates were at an all-time low. Then by mid-summer, we saw a shift with interest rates climbing to over six percent, homes are staying on the market longer, and sellers no longer are seeing over-the-top bidding wars.

Regardless of the season the real estate industry is in, it is imperative that Colorado REALTORS® change the narrative and tell their customers and clients their own story on the value they bring to real estate transactions.

Over the last year, there has been a louder call-to-action by REALTOR® associations for members to tell their story of the value they bring to a real estate transaction. I have heard Scott Peterson, CAR General Counsel, give his impactful spiel at various meetings about how members need to do a better job articulating their value. Last month at Grand Junction Area REALTOR® Association and Royal Gorge Association of REALTORS’® installations, leaders reiterated a call to action for members to articulate their value to real estate transactions during their installation speeches.

The reason for these calls for members to act? Consumers think it is easy to consummate a real estate transaction--buying or selling. The media portrays buying or selling a home as easy and continuously targets how much real estate professionals should get paid. I’ve even been told that some government officials blame “REALTORS®” for the appreciation of home prices so you can boost your commissions.

Not that the public needs any help, but the reality is some of the negative narrative is self-inflicted. For example, when you hear stories or read in articles that real estate brokers are being quoted as saying they got into the business because it is an easy profession to get into, that this market makes “it easy to sell a home,” or even “I feel like anybody could do my job. It’s just everyday stuff.” These messages reverberate with your clients, consumers, and the media. But the reason it starts to feel like ‘everyday stuff’ is because you’re a professional and you do it every day. Remember that your customers don’t do it every day, so they don’t have the same level of knowledge, understanding, resources, and connections as you do.

With so many calls-for-action for members to talk about the value they bring to the table as REALTORS®, why don’t more members tell their story? Could it be some may not know how? The following are a few tips from various sales and marketing sources to help you articulate your value:

• Get their attention. Why is what you have to say important to your audience? Are they motivated to process the information? Communicate in terms of the 21 core needs, which you can think of as “buttons” to push.

• Make them understand. Does the client understand your message of what you can do to help them meet their needs? One of the most common mistakes people make is assuming people understand more than they do.

• Be believable. Is your message concrete and credible? Does your audience believe it? Believability is key to getting the person past the point ofevaluation and yielding. Show and tell. How may transactions have you done, what do your previous customers say about you?

• Make it memorable (that’s key to retention). Will people remember what you are trying to tell them? How you made them feel at the end of your presentation makes a difference.

• Call them to action. Is your message clear what you want the customer to do and how/why you want them to do it? Don’t simply present a web page...tell them what the benefit of going there would be.

I will leave you with one final quote: “Refuse to accept another’s estimation of yourself.” – Alison StormwolfChange the Narrative and tell your story! Have a safe and joyous holiday season.