Be an Expert

I have to admit, this is a bit of a pet peeve.  Ask a Realtor what they “specialize” in and often you’ll get an answer that goes something like this; “I sell residential condos but I also sell detached homes, townhouses, cottage property – but only if my clients ask, oh, and I also do commercial!”

Not sure where the specialization comes in quite frankly.  Luckily I was fortunate enough to start my career in the commercial real estate field, specifically in Office Leasing.  It became clear very quickly that there was no way I could offer advice on some of the other main commercial fields like retail, industrial, hotel properties or land.  The two main firms I had the good fortune of working with had clearly identifiable “specialists” who knew what they were doing in that area and often had training to go along with it.

So why is it that so many Realtors try to come up with an answer that they think will impress, or better yet, might lead the potential customer to blurt out that they have a need that falls in that list of services?

What is much more impressive, effective and infinitely more profitable is an answer like “I only work in the central core area of Toronto with buyers and sellers of detached family homes”, or, “I specialize in the waterfront condo sales market and refer everything else to a Realtor who is a specialist in the area the client needs!” This does not even have to be relayed verbally but can be part of your own internal dialogue.  More to follow on this topic.

Written by johnlusinkcoach

John Lusink, Regional Vice President, Canada Brokerage Operations/Broker, eXp Realty Of Canada, Inc.. A REALTOR® for over 30 years, Mr. Lusink has served in a variety of positions in both commercial and residential real estate from Business Owner to Broker and from Trainer/Coach to Marketing Manager. In addition to previously serving on TREB’s Professional Standards Committee, Mr. Lusink contributed to the Real Estate Council of Ontario’s Discipline and Appeals Committee for five years. Most recently, Mr. Lusink completed a second consecutive term as Chair of TREB’s Government Relations Committee and has been a Director for the Toronto Real Estate Board for the past six years. A Certified Commercial Investment Member for more than a decade, he is also a Certified Business Coach, a Seller Representative Specialist (SRS), Accredited Buyer Representative (ABR) designee and trainer, as well as a Council of Real Estate Broker Managers (CRB) designee and an FRI.

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