For those of you who have been in real estate for years: You know the idea of ‘value’ in any sense is rather new to many real estate salespeople. It used to be: Just get those sales (any way you can..). In fact, from observing some situations, I think it still is!

Value-Added and Value-Based

We talk about ‘value-added’ service. We’re thinking that we want to provide more value than the cost. That’s fine, and it’s a great goal. But, value-based selling means something else. It means that we make decisions about selling someone something based on the values we deem important. In fact, it’s impossible not to even when we think we aren’t using our values to sell. For instance: If we think that it’s most important that we win at any cost, we will do some pretty unethical things - but we’ll win in the short run.

Greed as a Value

Let’s take the value of ‘greed’. Some agents list over-priced properties because they value getting something at someone else’s expense. That is, the seller gets nothing, and the agent gets calls on the sign. It’s a win-lose. But, in the long run, the agent doesn’t create return and referral business, because the client finally figured out what went on. "The customer doesn’t what he’s getting - until he doesn’t", is an apt phrase here! So, in the long run, no one really won. Would you rather have one sale, or six referrals?

Win-Win as a Value

If we think it’s important that we create win-win situations in sales, we’ll approach our jobs completely differently. Let’s go back to that listing. Instead of listing an over-priced home, we’ll explain to the seller the benefits of right pricing. We’ll work hard to create a win-win with the seller. We’ll walk away, too, instead of using the home as a ‘bait and switch’. Now, I don’t mean to be cruel or tactless about explaining the consequences of pricing to a seller. If you’ve been in my classes, you’ve heard me say, "Tell the truth attractively." It’s when we don’t tell the truth that we box ourselves into a bad situation - and it looks like we’re been driven by different values than we would like to admit!

At times, we may not win in the short term, but we win BIG in the long term. If we stay in touch with the seller, the seller finds out that he didn’t win with the agent who took the over-priced listing. Then, we receive referral business and a loyal client. Not only that, our behavior really ‘positions’ our company. For every win-win situation you create with a seller, buyer, or agent, you teach that we are a win-win company.

Your Business is a Reflection of Your Values

Your own sales business is a reflection of your values. So is your company.

At the Family Reunion, many of you really felt the value-based company we have. You felt it in the information given at the presentations. You felt it in the Inspirational Breakfast. You felt it in the International Agent Leadership Council meetings. The value-base doesn’t come from without, though. It comes from all of us bringing our personal values to the business, and choosing to live them out at their best. Our WI4C2TS is unique in the real estate companies. I have never seen another company who publicly states their belief system, and uses it to make decisions. Thank you for living our belief system LARGE as you represent your own business and ours every day.

Keller Williams Realty Family Reunion in Las Vegas What a week!


(Click Here to See the Full Slide Show of Photos)
Special thanks to Linda Petersen and Terry Almario for use of their wonderful photos!

We would like to dedicate this month's newsletter to the Keller Williams Realty Family Reunion, that took place this past February.

(No - it wasn't in New York, but as we all know - Vegas has just about EVERYTHING ~ including the Statue of Liberty)

If you weren't able to make it this year, make sure to plan ahead & GO in 2004, when it will be at the beautiful Caribe Royale All-Suites Resorts in Orlando, FL from February 8-11, 2004 ~Mark Your Calendars!

Click here to view the full slide show, including all of these photos at better resolution

     

Family Reunion started with a rousing Talent Show, featuring the Regional Women performing "Razzle Dazzle" (yes, that's Erica Hill in the center). Carla Cross wrote the words and played the piano, while Nikki Ubaldini choreographed & led the women in dance. ...And who will ever forget the hilarious "Red Men Group" video.

     

Gig Harbor agent Linda Petersen (along with Laura Wallingford & Joanne Busselmeier ~ (see the slide show) got to see the REAL Blue Men Group., while Mike Mendoza danced around (as ~ a CACTUS ~ of all things)

     

Carla and Mo hammed it up for the camera.... and talking about 'hamming it up' ~ we think the Bellevue ladies were having a just a little bit too much fun at the cocktail party. From left to right, Rebecca Kuno, Donna Maxwell & DJ Hartung

     

And then came the night of celebration ~ the awards ceremony. Shown here are Chris Cross and Herb Holcomb accepting their awards from Mo Anderson. Congratulations to EVERYONE who won an award at Family Reunion. We were unable to attain an official list before this newsletter went to 'press', but will announce you all as soon as we get the list.
The whole event ended with the CEO's breakfast. From left to right, Pocatello Team Leader Mike Johnston, OP, Jim Johnston, Carla Cross, Gail Hartnett and Bellingham OP Steve Long.
There wasn't a dry eye in the house after the heart-warming videos and phenomenal guest speakers.