The best way to communicate our value to clients isn’t by saying it — it’s by showing it, through our actions, our attention, and our effort.
When we’re fully present with a client — attending to their spoken and unspoken needs, remembering the small details of their life, following up months after closing just to see how they’re settling in — they know firsthand what it’s like to work with us. They don’t need to be told we care. They can feel it. And when we serve them with skill and expertise, they’ll sing our praises and spread the word about our work for years to come.
The prevailing trend in our field, though, is to tell people about our value instead — by being everywhere online, all the time, and shining the spotlight on ourselves. Two common examples: celebrating every accepted offer on social media, even though there is much more work to do before closing. And posting selfies with clients at the closing table, even though some clients would rather not have their moment shared online.
This kind of marketing might land a few extra deals here and there. But over time, it comes at a cost, too.
Here’s why: some clients start to wonder if we’re thinking more about ourselves than we are about them. And once that doubt creeps in, loyalty erodes.
When we show our value through the service we provide — and stay genuinely in touch afterward — clients stay with us for a lifetime. When we tell them, over and over, by keeping the spotlight on ourselves, some will quietly decide not to refer us or work with us again.
Think about an agent who once impressed you. Was it something they said — or something they did?
Which approach resonates more with you? We’d love to chat if you’re interested in learning more about our team’s approach to real estate.
