RISMedia's Real Estate Magazine

SEP 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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18 September 2018 RISMedia's REAL ESTATE {REBAC Report} Interestingly, even though I've had hundreds of opportunities to talk to and learn from leading brokers and agents, the importance of "ignoring" the transaction really hit home, so to speak, within my own four walls. ON MY BLOCK Our home is located on the North Side of Chicago, in an area where properties are often purchased by investors for redevelopment. Real estate agents occasionally approach us with "I have an investor who wants to buy your home" inquiries. Since we aren't interested in selling, I've developed a standard response for rebuffing these calls. As a result, I was somewhat sur- prised when I received a call from an agent who wasn't encouraging me to sell. He merely wanted to introduce himself, learn a little about me and get permission to keep in touch. And he did. Every few months I'd get a call from Leigh Marcus of @properties. He must have a squeaky-clean database, because he always mentioned significant details about my family and our situation. Several years later, a developer purchased the property next door and we entertained the thought of selling. But we wanted representa- tion. Who to call? The answer was obvious. We didn't reach a satisfactory deal with the developer, but Leigh went out of his way to crunch the numbers, negotiate on our behalf and help us make a decision that was in our best interests. AGENT PERSPECTIVES If you ask Leigh about his philoso- phy, he'll say it boils down to this: Our industry is a relationship busi- ness, and the quickest way to build a relationship is with trust. How do you earn that trust? By caring about the people in your community and being a valuable resource to them. It's a simple approach that's easily botched. Agents may forget that peo- ple are continually forming impres- sions about them with every single interaction, so a consistent focus on customer service is essential. It pays off. Leigh has been one of Chicago's top agents for years, leading a six-person team consist- ing of two agents and four customer service professionals. He spends at least three to four hours a day on lead generation while his team handles the administrative side of the business. COMMITMENT I realize my positive response is based on this agent's commitment to trust and customer service, sup- ported by a consistent commitment to work his sphere of influence, day in and day out. It reminds me of NAR's Commit- ment to Excellence (C2EX) program, a revolutionary initiative aimed at helping REALTORS® elevate their skills and professionalism and pro- vide the best possible service to themselves and consumers. I look forward to sharing more about this exciting initiative later this year. RE Marc D. Gould is senior vice president of Member De- velopment for NAR, overseeing a wide range of profes- sional development programs for REALTORS®, including the Real Estate Buyer's Agent Council (REBAC). REBAC is the world's largest association of real estate profes- sionals focusing specifically on representing the real estate buyer. With more than 30,000 active members, REBAC awards the Accredited Buyer's Representative (ABR®) designation to REALTORS® who have completed the special- ized education and documented experience in working with consumers purchasing a home. To learn more, visit REBAC.net. Why It's Good Business to 'Ignore' the Transaction by Marc D. Gould E very agent wants to reach the closing table as often as possible. Likewise, brokers want to see their agents secure every transaction opportunity. These goals are understand- able, but also potentially undermine an agent's success.

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