Jeff Turner was off twittering away this morning when he mentioned an article that got my attention, What Top Photo Pros Know: Focus on Capture on Centredaily.com.
A statement was made in the article that really resonated with me deeply when it comes to what we do as real estate consultants. The quote was...
For international fashion photographer James Russell, the moment of capture is key in the client relationship. "The first image on the screen sets the tone of the day. That first shot should make them say, 'wow', without hesitation or us adding qualifiers or explanations. Every project has multiple objectives, obviously on some level to immediately please, but more importantly to do anything within reason to win.
"Post-production tools are employed more than ever - but they're the tools we use to refine what must first be a stable image capture process. You have to begin by refusing to compromise on all elements - model, stylist, crew, camera, lights, etc. -- and you learn that from experience."
So what does this have to do with what we do?
I guess I should preface it with another quote from the article, "that "capture" is more than the first step..." You see when it comes to what we do I think a lot of agents focus on the "capture" when in reality it is not the most important step.
Now, I know what a lot of agents are going to say, "If we don't "capture" them we won't have any business" and on one hand that is true, but on another it has all the wrong context.
Let me acknowledge that, yes, I agree capture is the first step. Obviously if no one is there then we can't move on to the important parts. You see, after the "capture" comes all the important things that make what we do special.
Let's go back to the quote above, James Russell says, "The first image on the screen sets the tone for the day. That first shot should make them say, 'wow', without hesitation..." I could really stop this thought there, but let me add that as, not after, we make that first contact we are setting the tone for our entire relationship. Yes, I did say relationship because it should be about the relationship first and the transaction second. It is my opinion that we cannot be effective at what we do if we do not take the time to nurture the relationships. How else are you going to find out their hopes and dreams and their deepest wants and desires for their home?
Next, he says, "Every project has multiple objectives, obviously on some level to immediately please, but more importantly to do anything within reason to win." This, too, speaks volumes. Every "capture" has multiple objectives (buy, sell, nurture relationships...) and while these objectives are OK, we need to ask ourselves do we want to be pleased with the job that we have done, or do we want to win? I know that we want to win.
When we win we not only help someone successfully accomplish their goals, but we have made a life-long relationship by successfully tying our heart to theirs one little strand at a time.
Moving on to the last part of the quote, "Post-production tools are employed more than ever - but they're the tools we use to refine what must first be a stable image capture process. You have to begin by refusing to compromise on all elements." I think this tackles all the "stuff" we do. We do have lots of tools... we send properties, we do virtual tours, we provide CMAs, we have blogs, and the list goes on. Look at what he says though, "they're the tools we use to refine what must first be a stable image capture process. You have to begin by refusing to compromise on all elements." That last little phrase,,, "refusing to compromise on all elements" WOW! What a call to excellence that is!
With all the tools we have we need to be making sure that what we do, we do with excellence. If you cannot be excellent, then we might need to stop or change something we are doing. We cannot be experts at all things. This is why we have a team. It gives the opportunity to work in our giftedness. This is good for us and we think good for all we work with.
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