March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.
I’ve been in real estate for a long time, but every so often, I still come across something that stops me cold.
The wake-up call that changed my perspective
I was recently considering an investment property. On paper, it looked solid — the listing details checked out, the price was right, and I was ready to take the next step. But then, I dug a little deeper and realized something major was off: The property taxes listed in the MLS were significantly lower than what they actually were.
That’s not just a minor oversight. For an investor, that kind of mistake could turn a so-called “great deal” into a financial disaster.
So, I did what any informed buyer would do — I called the listing agent to clarify. Their response? A dismissive, “It’s up to the buyer to do their own research. That’s not my job.”
Not their job? If protecting clients from costly mistakes isn’t part of our job, then what is?
This moment made something crystal clear: There’s a massive gap between agents who just “do deals” and agents who actually act like professionals. The ones who treat this career as a true responsibility stand out. The ones who shrug off their duties? They damage not only their own reputation but the reputation of our industry as a whole.
So, if you want to build a thriving, respected and profitable real estate business, professionalism isn’t optional — it’s the foundation.
Here are 7 ways to make sure your reputation is rock solid
1. Accuracy is everything
Your MLS listings aren’t just marketing pieces — they’re contracts in the making. If your details are wrong, misleading or outdated, you’re setting yourself (and your clients) up for frustration, delays or even legal trouble.
Before you publish a listing, triple-check every single fact. If you’re unsure about a number — whether it’s square footage, tax info or HOA fees — verify it. It’s better to delay a listing than to post bad information that could cost someone thousands of dollars.
2. Drop the ‘buyer beware’ mentality
If you think your job is just to connect buyers and sellers and then wash your hands of responsibility, you’re in the wrong business.
Even in states where agents aren’t required to act as fiduciaries, we are still responsible for honesty, accuracy and diligence. That means:
- Disclosing all material facts
- Helping clients understand the financials of a transaction
- Ensuring contracts and disclosures are properly executed.
Passing the buck isn’t a defense — it’s negligence. Great agents don’t just “list and sell” — they protect, guide and advocate.
3. Own your mistakes (and fix them fast)
We all make mistakes. Maybe you misread a contract, gave a wrong stat or listed incorrect details on an MLS listing. That’s not what ruins reputations — how you handle mistakes does.
If you mess up, own it. Correct it immediately. Let the affected parties know, and most importantly, learn from it. A pro doesn’t cover up or make excuses — they fix and improve.
4. Be the agent who overcommunicates
If clients have to chase you down for updates, you’re already losing their trust.
- Return calls and emails promptly
- Set expectations on when they’ll hear from you
- Keep clients informed, even if nothing has changed
People don’t just hire agents to process paperwork — they hire advisors. The more informed your clients feel, the more confident they are in you.
5. Know your market better than Google
If a buyer or seller can Google something faster than you can answer it, that’s a problem.
To be seen as an expert, you need to actually be one. That means:
- Knowing hyperlocal trends, not just national ones
- Understanding contract details and negotiation strategies
- Educating yourself constantly — because the industry is always changing
The more knowledge you bring to the table, the more irreplaceable you become.
6. Stop cutting corners
In real estate, cutting corners might save time, but it also costs you credibility.
Do things the right way every time. Don’t rush contracts. Don’t “guestimate” numbers. Don’t assume someone else will catch an error. The pros do it right, even when no one is watching.
7. Never stop learning
Real estate changes fast. Market shifts, legal updates, and technology advancements happen constantly. The best agents stay ahead of the curve by investing in training, coaching and continuous education.
The agents who get complacent? They get left behind.
Your reputation is your business card
At the end of the day, your reputation is what people remember. It’s what gets you referrals, repeat clients and long-term success. So, ask yourself: Are you running a business built on trust or just chasing the next commission?
Because the agents who prioritize professionalism don’t just survive in this business — they dominate it. If you’re ready to take your career to the next level, start with your reputation. Own your responsibilities, commit to accuracy and be the professional your clients deserve.
Because when you do that? You don’t just close deals — you build a career that lasts.
Darryl Davis is the CEO of Darryl Davis Seminars. Connect with him on Facebook or YouTube.
