A Letter from Leadership: Let’s Get More Political in Real Estate

by Allan Dalton

I have always been of the view that real estate professionals can learn a lot from politicians and politicians can learn even more from those of us in real estate. For those of you who are either disgusted, or who think all of politics is a joke, I disrespectfully say: I no longer approve of political jokes as I have seen too many of them get elected.

So why then, do we need more politics in real estate?

The reason is that approximately 90% of members of congress, down from a one time high of 98%, get re-elected. To the contrary and despite our decades’ old plea, “I want to be your real estate agent for life,” according to the National Association of REALTORS®, fewer than 13% in our industry enjoy a vote for their real estate candidacy the second time around.

One definition of politics is, “the activities, actions and policies that are required to hold power in government.” Notice how the definition is about holding power more than accomplishing anything. Speaking of activities and actions, elected politicians, given their insatiable desire for career longevity, have mastered the following:

• Social media
• Mobile and overall digital marketing
• Networking, door knocking, direct mail
• Hyper local targeted messaging and advertising
• And, of course, prodigiously photoshopped personal promotion

They also invest in their campaigns. Above all, however, they are responsive to the needs of the community.

Being community centric is in the DNA of all politicians. Unsurprisingly the word politics is from the Greek word “affairs of the city.” I will leave the possible jokes that can result from that double entendre about affairs to others.

Seriously, if we are going to get elected and re-elected, then we must illustrate the same demographic acuity that is found in the political world.

Those who seek to gain and keep political office have distinct messaging for seniors, different income groups, ever-changing needs, as well as an overarching theme or campaign message. Their messaging, like all good advertising, is almost always consumer centric … as in “I love New York and not, “I love me.”

Therefore, I am pleased that Real Living can now reach out through Real Living. Real Answers.^SM to people who are either downsizing, moving up, moving with children or pets, looking to develop a lifestyle plan for life or who relish the idea that where they live is where Real Living begins.

Additionally, we have two universal campaigns “Real Living, The Home of Lifestyle Advisors” or “Real Living, The Leader in Customized Real Estate.”

Where we can coach all politicians is on how we work together to get things done. We accomplish real and relevant results for the good of humanity because of the exemplary and highly ethical way we individually and collectively do business.

Indeed, we can all proudly point to the following:

That our industry is not known for scandals, deception, negative campaign advertising or being divisive.

The same cannot be said for our elected officials on either side of the aisle. In fact, as unifiers we represent the opposite. We as an underappreciated industry, masterfully and sensitively, unite the inherently divided or polarized interests of buyers and sellers.

Our immense professional and people skills enable us to majestically create an outcome whereby both parties leave the closing table or high-tech enabled transaction with smiles and gratitude.

We also differ in how politicians attend partisan-only conventions while we attend both brand-only as well as industry-wide gatherings. It is there where we continue to celebrate the most mutually respectful, collegial and collaborative of all professions.

Also, despite the realities of our competitive environments, we maturely put aside our company and political loyalties to the benefit of our clients and thus to the greater society; a society whose very economy is inextricably interwoven with real estate results. Politicians are compensated regardless of their governing success or failures. Because they are rewarded richly for their political strengths, this is where their remarkable talents lie, notwithstanding the lack of trust the public has in the political class.

Real estate agents, regardless of surveys, categorically engender trust. Therefore, consumers write checks and come into open houses as strangers. Experience has taught them that both their money and physical presence is safe with real estate professionals. Regarding trust, while it appears so few politicians seem to trust one another, real estate professionals embody complete trust in one another, in my opinion.

Throughout our industry all real estate professionals know that they can trust the referral they send to another professional. Such trust extends the referral to an agent that they may not have never met and who lives and works thousands of miles away.

Real estate professionals have come to learn, and deeply appreciate, that after the transaction – regardless of the brand or brokerage affiliation or how formal or informal the referral was – that the referring agent will be paid a referral fee.

While I do wish that we would be more political to protect our “books of business” from all potential disrupters, it is even more important that politicians might learn from us and govern themselves with the same ethics and ethos replete throughout our industry … and that is no joke!

See you in California at the Real Living Real Estate Connection convention, where we will introduce programs designed to help you get new and renewed clients. And … please leave your politics at the door.