In real estate, reputation is everything, and putting people first is the key to lasting success, says Adrian Bo, MBA CEO, Adrian Bo Real Estate Training & Auctions.
The old saying “the customer is always right” still holds weight in today’s world, especially in real estate. While listing and selling homes might not compare to groundbreaking work in medicine or science, the focus should always remain on the people at the heart of the transaction: your clients.
Buyers, for example, make up half of the sales equation, yet some agents only dedicate a fraction of their time to them. Past clients often go unheard from for years, while agents spend significant sums on marketing campaigns to attract new prospects. This imbalance can be costly—not just financially, but in missed opportunities to strengthen relationships and build trust.
To grow your reputation and achieve long-term success, here are a few key principles:
Reflect on Your Focus
It’s not enough to simply serve your sellers and move on. Buyers deserve just as much attention – they are 50% of the equation. Are you investing your time equally across both sides of a transaction?
Nurture Past Relationships
Maintaining communication with past clients is essential. A simple check-in or a friendly note of appreciation can go a long way. Ignoring these relationships while spending heavily on marketing to attract strangers is, as Adrian Bo aptly puts it, “insanity.”
Treat Every Client with Care
It doesn’t matter if your client is a landlord, tenant, buyer, or seller. Geography, price range, or transaction size should never determine the level of respect you provide. Consistency in how you treat every client is critical to maintaining a positive reputation.
Leverage Your Network
Referrals and testimonials are invaluable in real estate. The clients you serve well today will become the advocates who recommend you tomorrow.
Revisit Your Priorities
Rather than spending heavily on marketing to find new leads, invest in the people who already trust you – your past clients, pipeline sellers, and existing network.
At its core, real estate is about people. By focusing on the relationships, you have and treating every client with respect and care, your reputation will naturally grow. It’s about the little things – being present, staying connected, and ensuring every client feels valued.
By Adrian Bo, CEO Adrian Bo Training & Auctions