“The Unpardonable Sin”

We (our franchise) committed the unpardonable real estate sin last month. We thought that sellers wanted their homes SOLD, and might appreciate additional (different) efforts to promote them. Our “sin” was damnable, worthy of scorn, ridicule, and ripping off of our REALTOR© epaulets at dawn. We ticked off a lot of people.

The unforgiveable crime? As part of our exploration into S.E.O. (search engine optimization), our Internet echies, trying to be creative but naÏve of real estate protocol, posted hundreds of MLS properties onto a popular Internet site that “lists” real estate properties, those of our Affiliates as well as other real estate companies. Mind you, Craig, these lists are simply a rolling list of real estate properties for sale. But they and other Web sites like them are attracting a growing number of buyers and investors who seem to prefer a rolling Internet list to those four-color “Homes” magazines that occupy magazine racks inside the Piggly Wiggly food store in my hometown. They’re too serious (or curious) to wait for my Sunday Open Houses or until the fridge empties out, I guess.

What made matters so heretical, our techies did not list the local agent’s name and contact information, but directed prospects to the Weichert Lead Network. Evidently, this brainy but “unethical” idea was working because we received dozens of calls from prospects. One caller said she had e-mailed one of the “Brand X” agents a week before about a house she had seen advertised elsewhere, but hadn’t heard back yet. Apparently the agent was waiting to see if she was really interested enough to call back. Seeing the home again on our list, the prospect contacted us since we seemed more interested in selling that particular house than the agent who had it for sale. Other calls, predictably, came from the local MLS whose listings had been allegedly “pirated.” Evidently, those listing agents whose names had been omitted from the postings had complained vehemently - horrified (annoyed, disturbed, litigious) that their properties were being shown and offers written. Who gave us the right to promote their properties at our expense and steal their customers? How dare we usurp their rights and do something they hadn’t thought of or taken time to do themselves!

Oh well, rather than upset the real estate “status quo,” which dictates that properties must be controlled rather than promoted, we meekly apologized and pulled the listings off altogether (we kept our own there). People will just have to find their next home the old-fashioned way … at the Piggly Wiggly. I bet those home sellers are thrilled that their REALTOR© is safeguarding their listings so carefully.

FIREWALKS: I’ve been having “one-on-one’s” with many of you in the X-TREME Weichert program, trying to get a better idea on how well you’ve implemented the Weichert© systems. There’s a wide disparity between those fully using (and benefiting from) our program and those trying it “hit or miss.” Most are challenged when it comes to directing (leading) their sales associates - clinging instead on timeworn “agent centric” business models, thus allowing their salespeople to prospect … or not, to follow up… or not, to give an effective listing presentation … or not. I’m (very) disappointed at these situations (almost dejected really). Fortunately, there are many taking full advantage of our training and consulting services; these offices are growing even in not so great real estate markets.

There’s an old Sicilian slogan that comes to mind as I confront these varied situations - “The fish stinks at the head.” My challenge is to help lead you, or not. Your responsibility is to do the same with your Associates, or not. There are choices … to participate, or not; to succeed, or not. Mine is to lead, participate and succeed. So changes must occur. We’ve added a lot more reporting to X-TREME Weichert, now collecting data on the activities that precede and follow both Open Houses and our recruiting efforts. One broker accused me of being a “Big Brother,” questioning our right to require such information. I reminded him that we had received his permission to coach him and hold him accountable as a condition of becoming X-TREME, a voluntary program. Measurement, whether it’s standing naked on a scale or submitting weekly numbers to WREA is always a sensitive, exposing matter - we’re often too embarrassed but recognize the importance of watching our numbers. But we continue on, knowing that by doing nothing, anything can occur, including inertia or bankruptcy. And that’s where some of us are heading … nowhere or no place special, at the mercy and whim of the economic winds… except forward.

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“The source of real happiness is in one’s own inner self and not in the outside world. We equate happiness with the world of external things and that is why there is a scramble for acquisition and accumulation of things. The fact is that these things are, at best, no more than the means to achieve happiness and not happiness itself. One can experience happiness even without them.” DR. RAJENDRA PRASAD October 11, 1954

“Most people would rather be certain they’re miserable, than risk being happy.”

I WOKE UP SMILING TODAY. How about you? It’s a choice one needs to make . . . deliberately at first, but then subconsciously- choosing to smile even if there’s less to smile about these days. Waking up smiley or snarly becomes a self-fulfilling prophecy, I’ve discovered. A smile, real or contrived, can lighten up a dreary morning. A sneer, smirk, a scowl, on the other hand, gravitates our thoughts toward shadows of indecisiveness, inertia, depression, even despair. It’s your choice and mine (a self-determined destiny) - to be happy or miserable, succeeding or failing, or simply managing to break even . . . meeting death safely.

Most of us wind up in the direction we’re leaning. It’s called “having the right attitude.” But I think “lean-itude” would more accurately describe what is needed to take on a scarred, often fickle world. Or is it a beautiful, dependable world we occupy? It matters less how the world may seem to others; it is how YOU personally see and walk through the world that matters most - energetically, enthusiastically and positively. Are you moving forward or backward? Looking up or looking down? To see the world better, more consistently, envision (then achieve) inner happiness for yourself first . . . then let it glow on others. Choose to be happy, kind, selfless, and other wonderful adjectives each morning, and you’ll soon become that way without having to choose anymore. Then when real world opportunities seem sparse, bleak or hidden, your sincere, subconscious, natural smile will illuminate many more of them. People will notice and smile back. And their world will lighten up too! Imagine happiness and you’ll find it a lot sooner. For sure..

IS YOURS A WEICHERT OFFICE? Or does it just look like one? I’m disappointed at reports I hear about Weichert© offices behaving like ordinary real estate offices. What did they buy, a brand or a real estate system? A yellow sign does not a Weichert office make. I call these offices “Weichert Lite” offices - doing just an occasional few things “Weichert style,” but the rest of the time conforming to the competition and pre-franchise ways. As I’ve stated above, success is a choice - to be a real Weichert office that follows the “recipe” consistently and faithfully, or a make-pretend version that does a few Open Houses off and on, and recruits only when there are two or three empty desks. I know this may sound rough to some, but there’s no better time or reason to get back with the “tried and true” program than right now. It’s working well for many, but only sporadically for those approaching it sporadically. Sporadic and “Weichert” is an oxymoron. “Systematic” is who we are. Consistent. Consumer driven.

SPEAKING OF SLOPPY REAL ESTATE . . . there were many off-the-wall questions posed at our “Negotiations” breakout session at the Convention . . . mostly about presenting offers in person. Counter offers were also a challenge for many there. I guess I’m old school, i.e. before fax machines and cell phones. We used to present offers in person not that long ago and negotiate (sell) the offer for dear life if we felt it was a good one. It’s too easy to say “no” over the phone, and many counter offers are never finalized because buyers have many more options (listings) today. Discuss this with your agents and get back to the old time ways of doing real estate the professional way, by not skipping steps. Take a look at Fast Track One and Weichert University for help.

MANAGEMENT RETREAT - It’s all set for October 31st to November 3rd in San Antonio. We’re trying to pack in a lot more information this year by moving the optional golf tournament to the departure morning after our evening dinner and hoedown at the ranch. There will be an optional costume party on Halloween evening. Prizes and laughs.

NEXT WEEK I’m in Minnesota, assisting with an agent announcement for a new office there, plus meeting with the new Broker Council and facilitating a Leadership program. It’ll be a HAPPY week, I’m sure.

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