I often use the term “inherent value” and concentrate on how to get more worth for clients’ real estate sales investments. As a real estate broker, I am also always concerned with offering value to clients. This worthwhile objective got me to thinking about my own philosophy about the topic.
Enter: Essentialism. By definition it is “the belief that certain things have a set of necessary attributes that make them what they are or a lifestyle practice of focusing on what is essential and eliminating the non-essential to reclaim control over one’s choices,” as popularized by Greg McKeown’s book, Essentialism: The Disciplined Pursuit of Less.
So, what does “essential” mean in the context of real estate sales? I believe it is a professional mindset of focused and disciplined pursuit of fewer, more impactful activities. This is where experience comes into play. Having a distinct unique strategy for each and every transaction, is key.
As explained by author/consultant Wendy Forsythe, the principle of focused strategy, or strategic restraint, “applies to both business strategy, where real estate brokers prioritize and limit new tools or initiatives, and to the broker-client relationship, emphasizing key areas like client advocacy, trust-building, and ethical conduct to achieve better outcomes and more meaningful success.”
For me, this translates to a commitment to quality over quantity when assisting clients in selling and buying properties. I believe in delivering the best. As a veteran agent, I focus on only those things that will bring value to my clients: connecting with potential buyers and sellers, as there are no shortcuts to building relationships in real estate.
My approach is strategic in all aspects, especially when it comes to implementing sales and marketing tools. I carefully evaluate and adopt new technology and marketing systems, always keeping my clients’ objectives straightforward and maintaining focus to prevent wasted effort.
Essentialism in client relationships means I consistently focus on actions that maximize benefit for my buyers and sellers. This includes building trust, providing excellent customer service, and acting with integrity.
One of the biggest challenges is dispelling the myth that all real estate advisors are interchangeable. Commoditizing brokers is to be avoided at all costs.
In a New York Times article earlier this year about the changing commission structures, industry folks discussed the market’s perception of brokers. Commoditization of real estate brokers means that the market’s perception of us as interchangeable and indistinguishable, like basic commodities, leading to competition primarily based on price rather than unique value.
To combat this false narrative, a broker must have a strong personal brand, offering unique, value-driven services.
In addition, not only is it crucial for me to have my own strong brand, but I must also provide added value working with an established brokerage, which, in turn, creates credibility and a high level of trustworthiness along with advisory components across the board. Our large, established network has a reputation for professionalism and reliability and owners of high-end homes get far market reach along with the prestige of a well-known brand.
Having access to in-depth market research and analytics allows competition with even bigger rocket houses, given the relatively new AI component of being able to provide a detailed analysis in mere minutes — instant gratification!
Ultimately, leveraging your distinctive qualities through marketing is a highly effective strategy for captivating an audience — demonstrating rather than merely describing your offerings —further amplified by a brokerage capable of reaching a broader market.
