RISMedia's Real Estate Magazine

AUG 2013

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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{Basic Training} Be Legendary by Verl Workman T he days of "it's all about me" advertising are over—and it's about time. Today's consumers don't care about your big hair or your fancy car, and they certainly don't care about what you used to look like 20 years ago! As we come out of a diffcult market and new opportunities arise, we are faced with an incredible opportunity to change our stars. Sadly, it's no secret that real estate agents are held in less than the highest esteem in the eyes of the general public. I see this emerging market as an opportunity for us to step up and not just move the bar, but to raise it and knock the top off the lid with a new standard of excellence. What does it mean to be legendary? According to Webster, it means to be storied, fantastic, factual, confrmed, verifed or authentic. To be legendary in real estate means that we blow away our clients with the level of service we provide—and we do it in a way that makes them want to shout from the rooftops that their agent is truly legendary. So what does it mean to provide legendary service? 1 It means we know our business. We study and learn and become educated beyond the minimum required by our boards and associations. We become experts in our markets and provide more knowledge and information because we are professionals, not because it is required to keep our real estate licenses. 2 It means that we use—and learn—today's technology so we can communicate with our clients the way they prefer to be communi26 August 2013 RISMedia's REAL ESTATE cated with, rather than the way we prefer it. It means we don't just talk about technology, we master it. Not because of the latest shiny object or the most recent event we attended, but because of how it will allow us to provide more effcient service and better support, as well as unmatched communication. Our technology choices should be focused on how a particular product helps our clients, not on how it helps us. To be legendary in real estate means that we blow away our clients with the level of service we provide—and we do it in a way that makes them want to shout from the rooftops that their agent is truly legendary. 3 It means that we get involved in the communities we serve. As real estate professionals, I feel it is our duty to not just give monetarily, but to truly give back a portion of our most precious asset—our time. As we volunteer and share our talents, our neighbors will know of our commitment to the communities we serve. And as we give back, our lives will be enriched as much, if not more, than those we serve. 4 It means doing the right thing— every time, in every situation, regardless of the personal consequences. There should be no gray areas in real estate. When we deal honestly and ethically, everyone benefts: consumers, other agents, our clients and our families. Taking the high ground is not always the most proftable thing to do, and it is rarely the easiest, but the ethical fber that runs through you will be what elevates not only you, but all agents who love this business and the opportunities it provides. We all have challenges, and my challenge to each of you is to look at each day as an opportunity to be better than your last, to make each interaction a positive one, and to become truly legendary. RE Verl Workman is a speaker, coach, business consultant and president of the Top 5 in Real Estate Network®. To hire Verl to speak, consult or work with your company, email Coach@VerlWorkman.com or visit www.VerlWorkman.com for more information.

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