Clients First

Putting the customer first is not just good business – it's the kind of thinking that creates lasting trust and builds businesses that thrive even in tough times.

Honesty is the Foundation of Trust

Trust is the cornerstone of every strong customer relationship, and honesty is the way to build it. You must always offer truthful advice, especially when clients face overwhelming decisions. Honest communication shows you care about them more than your own profits, fostering loyalty.

In real estate, decisions often come with high stakes, both emotionally and financially. Clients can get stressed and vulnerable. Instead of capitalizing on this, being honest – even when it means advising against your own financial interest – nurtures trust and lasting relationships. This makes customers value you.

The authors demonstrated honesty when they advised the Brown family not to purchase a house that would financially burden them. Even though it meant losing immediate profits, the Browns and the sellers appreciated the advice and became enthusiastic referrers for the authors’ business.

Examples

• Advising a client against a decision harmful to them, even if it means losing commissions.
• Sharing personal non-financial motivations behind suggestions to show integrity.
• Earning referrals from clients who appreciate honesty.

Competence Means Continuous Learning

Knowing your field is an ongoing journey – you have to continually improve to stay relevant. Being competent about your business is about being informed, adaptable, and ready to deliver a seamless customer experience.

When the authors launched their real estate careers, their initial lack of skill meant setbacks. Instead of giving up, they continually attended seminars, engaged with industry content, and learned from every experience. This tenacity transformed them into experts who became indispensable to their clients.

Competence should also extend to your team. By assembling a well-trained customer service crew, the authors ensured every part of their business reflected excellence. This created a uniform experience for their clients, who encountered expertise at every stage.

Examples

• Attending real estate conferences multiple times a year to improve skills.
• Hiring specialized staff for specific roles like staging homes or handling photography.
• Delivering expertise consistency through a well-structured team process.

Caring Is Understanding Your Clients

Caring for clients is about focusing on their needs and decisions without prioritizing personal gain. It's not enough to empathize; you must show that your actions align with their interests, even when it involves convincing them to rethink a choice.

Real caring goes beyond simple agreement. Instead, it delves into understanding what drives a client’s behavior. For instance, when customers hide worries about affordability or fear, showing concern with patience opens avenues for better outcomes.

When the authors advised the Brown family against buying a risky property, it exemplified care. Later, because of this approach, they not only earned the Browns’ trust but also saw them recommend their services widely, illustrating the ripple effect of care-based decisions.

Examples

• Advising hesitant clients to avoid properties unsuitable for their finances.
• Listening, understanding hidden fears, and addressing concerns honestly.
• Earning future business based on referrals from loyal, happy clients.

Loyal Customers Are a Lifeline During Tough Times

Building loyalty doesn’t just help you in smooth times – it can be the thing that keeps your business alive when the economy takes a downturn. Loyal customers continue to trust and choose your services even when your competitors struggle.

The authors experienced this during the financial collapse of 2007-2008. While other realtors lost up to 70 percent of their income, their commissions fell only by 20 percent. Why? Their loyal customers trusted their honesty and competence, continuing essential word-of-mouth promotion.

This resilience was possible not just because of the clients but also because the team stayed intact. Instead of downsizing, the authors motivated their employees to deliver their best, preserving their overall quality.

Examples

• Retaining clients through consistent care, even during financial crises.
• Experienced smaller losses despite market-wide dips due to loyal customers continuing their support.
• Maintaining employee roles to ensure service levels remain high.

Joy in Helping Clients Leads to Fulfillment

Loving what you do, instead of "waiting for the right job," transforms mundane tasks into meaningful efforts. By focusing on customer satisfaction, fulfillment becomes an inherent part of work.

Joseph Callaway’s early job as a hospital housekeeper illustrates this mindset. Although the job was far from glamorous, his commitment to doing the best work led to personal satisfaction and recognition from his manager. This lesson carried over when they built their real estate business.

This approach also deepened their connection with clients. For instance, when Joseph went door-to-door talking with neighbors, he initially avoided discussing real estate. His genuine interest in people won them over, eventually turning door-knocks into sales.

Examples

• Excelling in a less-than-ideal hospital housekeeping job and earning praise.
• Embracing mundane moments as opportunities for excellence and joy.
• Turning personal connections from neighborhood visits into real estate leads.

Relationships Over Sales

The best salespeople are those who look beyond numbers to build meaningful client relationships. This human-centered approach transforms customers into advocates who actively support your success.

Treating clients as individuals builds trust and makes them more receptive to advice. For example, listening closely to their dreams and worries about purchasing homes allows you to present tailored solutions they find valuable.

By prioritizing relationships over short-term goals, the authors’ real estate firm grew sustainable loyalty. Referrals soon became a cornerstone of the business, creating a cycle of trust and support.

Examples

• Choosing relationship-building discussions over high-pressure tactics.
• Earning a reputation based on understanding and listening to client concerns.
• Cultivating referrals through strengthened client relationships.

Word-of-Mouth Is Your Secret Weapon

Satisfied customers don’t just come back themselves – they also spread the word about your services to others. This form of organic marketing is one of the most powerful ways to grow your business.

Providing stunning customer service helps cement a positive reputation. For example, the Browns became referrers not because they received a property but because they were moved by the honesty and care shown by the authors.

During the financial crash mentioned earlier, this word-of-mouth promotional effect played a significant role in helping the authors attract business despite the market conditions.

Examples

• Gaining word-of-mouth recommendations from customers who trust you.
• Staying in demand even during downturns due to natural client outreach.
• Expanding organically thanks to satisfied customers acting as promoters.

Keep Learning to Stay Ahead

The authors’ experience highlights that there’s never a point where learning stops. Staying curious and adapting ensures you not only stay afloat but thrive in your field.

When Joseph Callaway started real estate and lacked expertise, his dedication to learning made all the difference in his eventual success. He educated himself constantly: seminars, books, audio recordings, and talking to peers helped him stay sharp.

Whether you’re new to a field or experienced, continued focus on knowledge makes teamwork stronger and inspires confidence from customers.

Examples

• Attending seminars to stay educated and up-to-date.
• Reading industry-specific articles to stay competitive.
• Maintaining a sharp team by encouraging collective learning.

Put the Human Back in Business

At its core, business is about people. Approaching customers with empathy, kindness, and curiosity makes transactions personal and memorable.

Joseph’s approach to canvassing his neighborhood – speaking to neighbors out of care rather than sales goals – exemplifies this outlook. Instead of focusing on transactions, he focused on learning about lives.

This philosophy paved the way for long-term trust and mutual appreciation, essential for thriving businesses.

Examples

• Asking questions about people’s lives to connect authentically.
• Observing customer feedback closely to refine interaction quality.
• Focusing on personal traits of kindness and listening for success.

Takeaways

1. Commit to honesty and transparency, even when it seems it might cost you – trust takes time and pays back manifold.
2. Keep seeking out ways to develop your competence through learning and training – mastery is a continuous process.
3. Put people before profits, and show genuine care – relationships you build today will sustain you even during hard times.