Introduction 

TEN TRAITS OF OUR TOP PERFORMERS 

By Carol McManus  

In a world where service has been positioned as the significant point of differentiation between you and your competitors, it is sad and somewhat appalling that customers don't always see it that way.  In fact, in real estate, the examples of clear differentiation are blurred to the extent that when consumers are surveyed they report no measurable difference between REALTORS®.

So then one has to ask the question:  How do Nordstrom's, the Ritz Carlton, and BMW consistently deliver on a promise of superior customer satisfaction and continue to charge the highest rates in their respective industries?  Is it a magic wand conjured up by corporate CEO's and marketing gurus?  Or is it the day to day efforts of thousands of clerks, supervisors, housekeepers, front desk agents, waiters, and sales representatives who, in every face to face encounter, make that expectation a reality?

The culture created in each of these brands and businesses have evolved a pride and performance that is consistent…and yes, superior to the competition!  Could this be, in part, why each of these brands charges higher prices than their competitors…because they can?

Thus the challenge for the full-service REALTOR® of today...  The real estate industry is going through enormous change; fueled by new technologies and better informed consumers.  This has opened the door to new and emerging business models moving into sacred territory that has been owned by the traditional real estate model for decades.  Does this mean that the death of the traditional real estate model is a foregone conclusion?  Are we the victims or change?  Or can we seize the opportunity before us and become the manifestation of what consumers expect…and want?  And most important, will the value proposition of the full-service broker once again return to the top of consumer need in this turbulent of economic change?

Going back for a moment to our comparative industries, Wal-Mart and Target haven't put Nordstrom's out of business.   In fact, Nordstrom's stock has steadily risen over the last three years.[1]   According to the history on their web site, "the company's philosophy has remained unchanged for more than 100 years since its establishment by John W. Nordstrom in 1901:  offer the customer the best possible service, selection, quality, and value."  They do this through "…earning the trust of our customers, one at a time."

How about the Ritz-Carlton?  In today's world the business and personal traveler have many choices of where to stay.  Yet the Ritz is consistently honored with Mobil Five-Star Awards, AAA Five Diamond Awards, Condé Nast Traveler Gold List, Travel + Leisure Greatest Hotels in the World and remains the only hotel ever to receive the Malcolm Baldridge National Quality Award from the United States Department of Commerce…not once, but twice!  Most recently, Consumer Reports Hotels issue ranked The Ritz Carlton Hotel Company the No. 1 luxury hotel company in all areas including value, service, upkeep and problem resolution.[2]

And then we look at BMW.  In the very competitive world of automobiles, where there are over 250 models to choose from today, where Saturn changed the face of the auto-buying experience, and where flagging sails plague the US manufacturers, BMW outperforms even the once unstoppable Mercedes.  Their cars, delivered to consumers, have steadily risen over the last four reported years.[3]  Further proof of their sustainable success is their simple yet profound corporate philosophy:  responsible commitment.  In reviewing the BMW web site, you will earn that a basic strategy is "identifying potential and encouraging growth.  Knowing what we represent.  Recognizing where our strengths lie and making the best use of every opportunity.  Following a clear strategy.  Goals we have attained are in essence the point of departure for new challenges."

Let's return to the world of real estate; a world where nearly 1.2 million sales associates, managers, and brokers make their living.  What do the really successful sales associates do to set themselves apart from the competition?  We went straight to the source to find those answers.

In the following chapters, you are going to get a glimpse of some of the most experienced and successful real estate professionals in the industry.  Each and every one of them proudly carries a business card bearing the logo of either Century-21, Coldwell Banker, ERA, or Sotheby's International Realty.  You will learn from them how they set themselves apart from the competition…how they continue to command a full-service commission for a full-service job…and how their business continues to thrive in a rapidly-changing world and a market that is adjusting to a decade of spiraling growth.

In some cases, you will see direct quotes; jewels that were too precious not to recite exactly as articulated by the person who spoke the words.  But the majority of the text in Part One that follows is a blend of everything we learned from some of the best in our industry…and more importantly, from our own companies.  The message, philosophy, habits, and opinions were astonishingly consistent from each and every person interviewed.  So know as you are reading that these thoughts, ideas, and expressions came from your peers.  The authors merely merged the information into a readable form for ease of reference. 

This book started off with a singular focus on the listing side of our business.  That is, after all, the foundation of the transaction.  However, the design evolved into much more.  After interviewing these diverse and talented professionals, something more profound than just securing the "listing" became clear to the authors; something every sales associate, manager and broker can learn from.  Simply stated, behind the skills and techniques is the person…that individual who brings a blend of talent, attitude, and hard work to the transaction.

In Part Two, you will be guided on a personal tour of the interviews with the exact words and scripts used by there amazing professionals.  You will learn a great deal about the audience we interviewed.  These individuals are as diverse as the customers they serve.  They are single and married; young and old; newer to the business and seasoned veterans.  They come from big cities and small towns.  They are male and female; they are you!

 

The Ten Traits for Top Performers is organized in two parts.  Part One will present ten mini-chapters covering each of the ten traits common among these exceptional professionals.  Each chapter will include a homework assignment designed to help you internalize and take full advantage of the trait being discussed.  Part Two is a behind the scenes look at how these top performers actually responded to a series of questions relevant to today's business environment.  Their answers will give you insight into how they think, act, and even the words they use!

What you are about to discover is that what made them successful is both sustainable and measurable and most important, can be learned from and repeated!  These are the words, experiences, and attitudes of your peers.  Come with us on our journey into the lives and legacies of some of the most successful, interesting and remarkable individuals who proudly work for our companies and who share the distinction of being a REALTOR® and part of the Realogy family.