Who cares if you're a million-dollar producer?
Inman Community brief
By Inman News, Tuesday, September 2, 2008.Editor's note: The following is a reader comment in response to the Aug. 19 Inman News story, "The Myth of the Million-Dollar Producer."
"In what other profession do people put something on their card that indicates how much they sold? I can't think of any.
"Personally, I don't even have my office list my sales on the internal weekly sales report for the other agents in the office to see.
"I don't 'produce' anything. I facilitate lots of home sales though.
"The agents that put 'million dollar producer' on their cards are often the same ones who are still using their high school graduation picture on them too."
--Maureen Francis
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Submitted by Russell Volk on September 2, 2008 - 1:28pm.
20 years ago, it might have worked to get a client and tell them that you're a million dollar producer, but these days, people know that it takes only two, $500K homes, which are everywhere in my area.
I like your comment regarding the high school picture. I see agents still use a picture where they're on the phone and smiling. Wow, an agent on the phone, what a concept.
Great post and a good point.
Website Bucks County Real Estate
Submitted by Catherine Read on September 2, 2008 - 1:50pm.
Using production club designations and the "top producer" label in all it's forms is a very agent-centric way of marketing. Consumers really want to know how an agent's skills and experience translate into being a benefit to them. And that makes total sense. So I encourage agents to talk about what they do, what they believe, and how their experience is a benefit to buyers and sellers. I advise making the "bio" on their website (or other online profile) part professional summary, part elevator speech and very "you" oriented in its language. And short.
I also suggest that if agents don't want to use their photo, they should develop a nice looking logo or use a stock graphic that is home related instead. But old photos are a flat out misrepresentation and that is not a good thing in any type of marketing.
Catherine S. Read
Creative Read, Inc.
Submitted by Charlie Charles on September 2, 2008 - 1:58pm.
The only myth in 'the million dollar producer' is that it doesn't matter how many sales a real estate sales person sells as a measure of their selling ability. Whether you indicate that success by 'million dollar producer' or 'I sold more in my city/state/nation' or whatever, the point is that sales people, in every industry on earth, are measured first by their sales; and generally that is an indicator of their success at everything else involved in the sale (customer service, communication, and so on).
Submitted by Chris Whittaker on September 2, 2008 - 1:58pm.
I believe the days of having a photo on an agent's business card should be on their way out. It's just plain tacky. What other profession do you see photos on cards? Are we professionals or actors with a portfolio/Z card? Dog lovers, I get it, but do we need to see your pooch on a business card? I want the best professional to sell my house, especially in this tough market, not the one that has the same dog as me.
Chris Whittaker
www.InvestmentRiches.com
Submitted by Lauren Armour on September 2, 2008 - 1:59pm.
I'm glad to hear that a few other people feel the same way -- Russell makes the most obvious point that not many others seem to put together that it only takes 2 $500K sales to make the "million dollar club." Better yet, head to San Fran or NYC and just sell one and you're well over that marker. Maybe we should up the ante and start a "Five-Hundred Million Dollar Producer" club... see how many agents make that one. Regardless it still looks ridiculous in marketing - I can't agree more on mentioning your service attributes... i.e., things that really matter!!
And let's ditch the photos altogether - no other respectable service has people using their pictures. Let alone the ones with your horse and/or dog in it with you. I actually knew an agent once that had a picture of him next to his Ferrari as his marketing photo -- WOW.
Submitted by John Sabia on September 2, 2008 - 2:11pm.
It may take 1 or 2 sales to make the million dollar club, but what does it really mean? $30,000+/- commission split with the company. Not that impressive any more.
#1 Fort Lauderdale Real Estate website
Search: Fort Lauderdale Condos for sale
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Submitted by Mott Marvin Kornicki on September 2, 2008 - 2:22pm.
I understand where the concept comes from; people want others to know that they sold real estate. We have several multi-million dollar properties in just about every state in the union. So, perhaps over 100 properties sold would make more sense.
Mott Marvin Kornicki, Broker/Associate
www.WaterwayRealty.com
305.935.3533 Main Line
Submitted by Gail Bucker on September 2, 2008 - 2:32pm.
If you don't toot your own horn...there won't be any music!
Gail Bucker
Associate Broker
Sandbridge Realty
Virginia Beach, Virginia 23456
757-469-8746
Submitted by Benjamin Dona on September 2, 2008 - 4:03pm.
The days of 20 year old photos and useless number accolades are long gone. Perhaps that's why so many agents are complaining about slow markets. Knowledge, communication skills and the ability to disseminate information are the name of the game in real estate today.
Naples, Florida Real Estate | Florida MLS
Southwest Florida Blog
Submitted by DENNIS ARNOLD on September 2, 2008 - 4:25pm.
A million dollar producer in most any firm doesn't make anyone any money.
Also I have had clients say, that person is a million dollar producer, what are they doing the other 90% of the time.
Get rid of the that garbage on your cards and in doing so you might not get as many request to lower your selling fees, because the seller won't think you so rich...(laugh)
Good selling to all.
Submitted by Courtney Graeber on September 2, 2008 - 5:07pm.
As a new- comer to the residential agent industry, I've narrowed down and am close to choosing which RE company to join. Coming from a professional financial background (Commercial Real Estate Lender- banking), I agree with the "cheesiness" of carrying business cards with one's photo. People at these companies tell me that with my looks, it could only help my business.
Do most of you use your photo? With my background essentially being a Business Development role, and being accustomed to heavy and frequent networking at many types of events, I understand the "Recognition Factor" bonus of the picture, but I am still conflicted and do not wish to cheapen my already- professional status. Any opinions are welcomed and appreciated by this "Rookie." My apologies in advance if I am misusing this blog/ post.
P.S. I agree with the listing of one's awards. We never would have considered placing our awards on business cards or as tags on our email information in my former industry. From an "outsider's" opinion and as a recent 2nd home- buyer who researched different firms, I'd save those for the website bio. Best to all.
Submitted by Doug Patterson on September 3, 2008 - 10:12am.
I have my photo on my card, but it is a photo of a local waterfall and my mug is on the right-hand edge of it. On another card I used a photo of a local river and someone was fly-fishing in the picture. It got a lot of positive comments. People remembered it.
I hear a lot of talk about not using photos on cards, but every card I see has one.
Submitted by Jeri Gutner on September 3, 2008 - 11:34am.
Jeri Gutner
OK, gang. What are we selling here? We're not selling homes. We're selling us. You're selling you and I'm selling me and there isn't a buyer or seller out there who will buy a house with us if we don't sell ourselves first. Branding is branding. When you hear "Coke" you see a picture. Our clients tell us that they hire us because they see us all over the place. Well, they don't. I'm at my desk all day. They see our faces on their refrigerator magnets. They see our faces in their farm newsletters. They see our faces on our truck. I can't tell you how many people think they know us (and I've never met them) because our faces are all over the place.
Branding has served us well. I would suggest that you rethink removing your faces from your cards. It's easy to throw out a business card. It's harder to throw out a picture.
If you're truly a business person, this is your business, not your companies and if you ever leave your company you will have served yourself well by selling what you should sell . . . Yourself.
Submitted by Tina Merritt on September 9, 2008 - 7:32pm.
No pic on the business card is more professional. It's hard to effectively engage others when 1/2 the card is taken up by an agent picture. Great post Maureen!