Let me make one thing perfectly clear.

The Customer is NOT always right.

Despite what you have heard over and over for most of your life, there are many times that the

Customer is wrong.

But here's the deal…

The Customer's perception is always right.

If you don't believe me, have a conversation about politics with someone who supports the "other party" and they will tell you why they are right.

In the Real Estate business, the Customer is your Client.

Your Client can be totally wrong, but if they believe they are right, their perception is their personal reality.

And in their minds…they are right.

What does this have to do with your real estate business?

A lot.

Because clients have a lot of conceived perceptions about real estate agents.

They think things like:

✔️ Realtors make too much money.

✔️ Realtors do not work hard.

✔️ Realtors are lazy.

✔️ Realtors are a dime a dozen.

✔️ Realtors are not really necessary to sell a house.

Your Clients (your Customers) are wrong.

Hey...don't get upset with me. You chose this career path.

I could write a book on this topic, and maybe someday I will, but for now, I am going to boil this down to the best way for you to reverse the inaccurate perceptions your Client has about you.

If you are working with an active seller, the key to becoming a hero in their eyes is to,

COMMUNICATE WITH THEM!

Pick up the phone…send an email…send a text…stop by their house…whatever…just be sure to:

COMMUNICATE WITH THEM!

Because when you do not proactively communicate with your seller, do you know what they are thinking?

They think you are doing nothing!

This is especially true in today's slower market, where buyers seem to be hibernating, and there can be days or weeks between showings.

Here is my success recipe for seller communication:

✅ When you sign a new listing, be present when the photographer shows up. Choreograph the event and be sure the best shots are taken. Explain to the photographer the best features of the home that you plan to highlight, and be sure to communicate with your seller about this!

✅ When you hold an open house, communicate with your seller about the process and the results. Share every little detail about what happened. Tell them where you placed the directional signs. What internet and social media sites you used to promote the event. How many people, including neighbors, came to see their home. Your plans to follow up with those who expressed interest. Communicate this to your Client!

✅ When you have showings, share the buyer feedback with your seller. Both the good and the bad. Share the truth. Not in a cruel way, but in a constructive way. Communicate the results of every showing to your Client!

✅ When your seller's home is under contract, attend every event and be visible to your seller. Be there for all inspections. Meet the appraiser. Be on-site when trade workers repair due-diligence items. Attend the pre-closing walkthrough. Be present at the Title company when your Client signs the closing documents.

Communicate with your Client!

Do not give your seller a reason to think you are lazy, unwilling to work, and over-paid.

Show them you are a Really Awesome Real Estate Agent and communicate with them every step of the way.