Honest and Trustworthy.  Those are key traits that buyers look for in an agent, according to the NAR Profile of Buyers and Sellers.  And, in my post on Monday, I suggested that it’s a good idea to determine if your marketing message is focused in part on those and other factors consumers use to select a real estate advisor.

There are really two questions that come to mind in relation to incorporating those types of factors into your marketing message:

1. Should I bother mentioning the fact that I am honest and trustworthy?
2. How in the world would I address issues like that if I wanted to?

The Problem with Assuming

To answer the first question, consider the poor outcome that usually results when you assume something.  Sure, everyone wants to work with people who are honest and trustworthy.  And you know you’re honest and trustworthy, so shouldn’t that just be assumed?  I mean, would you use the fact that you’re breathing as a benefit of your service?  But, in my mind, those are two different issues: 

• First, because we have no empirical evidence that breathing ranks high on a consumer’s list of requirements, whereas we do have some evidence that honesty is important to your prospects. 
• Second, consumers can easily tell that you’re breathing.  But, for someone who doesn’t know you, it isn’t easy to tell whether or not you’re honest and trustworthy.

I believe that traits like honesty should be addressed in your marketing message.

Who Would Believe Me?

Would you believe it if you read a brochure or an Internet page on which was written, “You’ll find that I am very honest and trustworthy”?  No, neither would I.  So, as you’re thinking about how you can illustrate some of the traits that are important to your prospects, think about creative ways to get the point across.

One way to illustrate your marketing message is with testimonials.  If you’re a regular reader, you may remember a recent post about obtaining testimonials.  One idea mentioned in that post was to provide questions to the person who is giving the testimonial.  That approach is even more effective when there is a specific issue you would like feedback on.

Testimonials About Intangibles are Tricky

It’s easy to ask some of the questions you might want feedback on.   For example, you could ask “If I wasn’t available when you called, how quickly did you find that I returned your telephone call?”.  That’s easy.  It’s quantifiable.  You either returned calls within minutes or hours, or it took days to hear back from you.

It’s trickier if you want to illustrate a trait like honesty.  If you’re lucky, a client you’re asking for a testimonial was with you when you found a wallet containing $2000 on the street, and turned it into the police.  Rarely happens, though.

The key is to answer one more question:  How does a real estate agent display honesty and trustworthiness during a real estate transaction?

Think about the indicators you look for in another agent the first time you work with them on a transaction to determine if you can trust them.  There are all kinds of answers.

• Doing what you say you’re going to do when you say you’re going to do it
• Not trying to talk your client into buying the most expensive home they can qualify for
• Not trying to talk your client into buying the first home they see
• Pointing out good and bad points about a home
• Providing education that helps clients make informed decisions

You want to ask questions that will illustrate how you display trustworthiness and honesty.

Got some ideas on good questions to ask?  Leave a comment!