How To Stop People From Secretly Thinking
You’re Full Of Crap
By Ken Brand on October 19, 2009
Their Problem = Who To Trust?
Civilians secretly think Real Estate Agents are full
of crapola. The civilian perception is:
1. Real estate agents follow-up and follow-
through like Donald Trump combs over, spectacularly irresponsible.
2. Real estate agents behave and screech, “Itʼs ALL about ME”. ”Iʼm famous.”
”Iʼm NUMBER ONE.” ”Dig ME, Dig MY awards, Dig MY bill boards.” ”I
exceed your expectations (for egoism and poor performance.)!” Etc.
3. Real estate agents spend more money on their Personal Promotion than
property promotion.
4. Real estate agents charge too much and do too little. List it > plant
scratched, crooked, rusty framed For Sale sign > shoot lame photos >
deliver William (I have no professional training) Hung service > ignore empty
Take-One flyer box > run a print ad > lay low till it sells > collect a commission
check.
Letʼs face it. Civilians think most sales people are full of crap. Who can blame them.
We have a ton to overcome. Letʼs get started…
Our Problem = Lack Of Trust
Hereʼs How Untrustworthy Is Created, Reinforced and Forwarded:
1. Dress like youʼre on vacation, a hobo or a hooker.
2. Speak in shallow generalities.
3. Demonstrate sloth, ignorance and apathy.

4. Act inconsistent.
5. Never apologize, always make excuses, blame and stay the same.
6. Screech: YOU are NUMBER ONE. Talk about YOU exclusively. Talk more
than YOU listen.
7. Act like YOU are the most important person in the room.
8. Take phone calls while engaged with clients.
9. Keep people waiting.
10. Cut corners.
11. Take ka-ka photos with cheap equipment.
12. Create property flyerʼs using clashing font styles, garish colors and seat-of-
the-pants layout and design.
13. Sprinkle your MLS listing remarks and property promotion materials with
uninspiring, overused and misspelled words.
14. Do as little as possible.
15. Keep them un-informed and guessing.
16. Respond slowly or not at all.
17. Act moody, whimsical, lackadaisical or all 3.
18. Have no systems, wing it.
19. Follow-Up at your convenience, inconsistently or never.
20. Break your promises.
21. Ignore your commitments.
22. Run late.
23. Make excuses.
24. Blame others.
The subject is Trust and Credibility. The question is, how do we earn it?
Earning trust is simple in concept, execution is a challenge. To succeed isnʼt easy.
You have to commit hard. You have to embrace change as the new normal. You
have to lead, encourage, engage, solve and serve. Hereʼs a launching pad for your
2010 Trust Campaign.

17 Ways To Turn Brown-Eyes,True-Blue
Trustworthy
1. Trust is earned when we include facts, details, names, dates, statistics,
testimonials, references and sources. Show, donʼt tell.
2. Trust is earned when we avoid answering questions with shallow
generalities.
3. Trust is earned when we employ professional grade tools, systems,
techniques and people.
4. Trust is earned when we communicate with calm confidence.
5. Trust is earned when we act energetic and enthusiastic.
6. Trust is earned when we take pride in our work, demonstrate commitment,
respond promptly and act professionally.
7. Trust is earned when we donʼt brag or boast, but treat others with respect
and courtesy.
8. Trust is earned when we ask lotʼs of questions about what, how, when and
they want it and we deliver it.
9. Trust is earned when we listen more than talk.
10. Trust is earned when we collaborate, accept responsibility and avoid
criticism, blame and excuses.
11. Trust is earned when we provide a detailed, written marketing plan and share
examples, samples and results.
12. Trust is earned when we keep our clients informed.
13. Trust is earned when we delight with over-delivery.
14. Trust is earned when we lead with positive attitude, candid conversation and
crisp execution.
15. Trust is earned when we are consistent in word and deed.
16. Trust is earned when we admit we donʼt know something and we find the
correct answer fast.
17. Trust is earned when we guarantee we can be fired on the spot if
we break a promise, slack or suck.. No questions asked. No fees. No

hassles.
Be The Change You Want To See. Earn The Trust
You Deserve.
Iʼve been in this whacky business for over 30 years. Our publicly perceived
personas havenʼt improved an iota. If anything, advances in technology and societal
savvy have spotlighted the pitfalls, shortfalls and opportunities of todayʼs real estate
realities. I suggest, instead of chasing strangers and churning prospects, letʼs
develop real relationships and build bridges of True Blue Trust. If we act trustworthy
and work smart, we will attract opportunity and our success and prosperity is
assured.
2010 is knocking softly. What changes will you usher into your New Year and into
the hearts and minds of your clients? Will the trust you attract be weak and rusty or
steel-strong, true-blue and shiny?
Cheers.
PS. Trust takes time and extra effort to build, it can be broken in an instant. It
happens, weʼre human and imperfect. When it does, donʼt dwell. Rise up and rock
on. Itʼs a journey not an event.