Fear No One. DIY Real Estate.

Know what to look for. Know what you want. Negotiate success by knowing what the contract says.

Fear is a great motivator. Marketing experts quickly turn to fear messages to drive customers toward their business. Maybe this is a first choice option when a business owner knows their offering isn’t appealing enough to attract customers. Even if fear messages inspire some people to rush to be saved, what’s the net effect of fear messaging on a business?

The real estate industry has a long history of banking their business on fear marketing. Analytics are readily available to measure the consequences of any marketing message, and I wonder what the evidence shows about the impact of inspiring people by fear? Without a study, I’m going to believe short term favorable results do not equal long term consequences in the same way that crying wolf, “FIRE!” in a crowded theater causes suspicion, not action, as a first response in the future.

When a real estate business warns consumers that they see a world of risk of loss, dangerous consequences, and potential for peril in a real estate sale, I’m not going to disagree with them. People who see opportunity as risk probably do so for a reason—they’re well versed in causing complications in a transaction. It’s entirely possible a real estate transaction is risky in the hands of the fear monger.

Through the efforts of the State of Wisconsin, attorneys, bankers, and REALTORS, standard real estate contracts are designed to make sales in Wisconsin relatively simple, and fairly safe for residents. As the years go by more good and not-so-good ideas become part of the real estate contract and the document balloons to nine pages, and then to 11, or 13, or 21.

Trigonometry, rocket science, brain surgery and statistics are complicated for those who don’t know what the scientists know. For those who commit themselves to the practice of science and math solutions to the problems come quickly.

Real estate is not rocket science. But it’s also not point and click, check this box, not that one, fill in this blank with this, and that one with that. With a logical understanding of the pre-written provisions of contracts it’s easy to develop a base of competence to confidently negotiate safe and sound terms regardless of who’s on the other side.

With confidence in place of fear, fewer errors are made, fewer chances are taken, and expectations remain reasonable. No promises you’ll net more money or buy a home at a discount. But I do promise your opportunity for peace and happiness without fear increases dramatically by knowing a little more than the folks on the other side.

I believe better transactions are better for our industry. I’m not offering free market price opinions. Anyone can do that. But I will meet with you to help you learn what the contract says. No charge. The payback is in the long term.

Learning v Training

Congratulations to the nine Realtor learners. You’re in the top of your company because you did the work to learn. Keep growing.

How does one become a top real estate agent? Let me count the ways. One, two, three, Two Hundred and ninety eight million. In .71 seconds Google found 298,000,000 results pertaining to my question. In .47 seconds Google gave me 366,000,000 results for real estate training. Certainly there appears to be interest in. (1.86 million results for train me to be a top real estate agent.)

I just saw a social media post recognizing the top real estate agents in an established local firm. Of the 60 agents who achieved the recognition level nine began their careers since the Great Recession. They did it without training. They committed to learning, and did the work. Going from zero to multiple millions is the carrot real estate trainers dangle, and who wouldn’t want that? As long as it’s fast, and easy, there will always be a rush to pay the fee, to be trained to be a star. We won’t see 15% of them in the top performer list of their firms. Rather than a quick road to success, the training programs launch most of their customers on a short career.

That’s not the same for learners. Learners like the nine I mentioned are in a hurry to be effective. They are in a hurry to do things right. They want to learn. They don’t have an interest in being trained. What’s the difference? Training is remembering which boxes to check and which lines to fill in. Training is the passing along of memorized scripts. Learning is knowing how to interpret and explain contract terms. Learning is knowing why the contract has this or that provision and knowing implications of those provisions. Not just well enough to draft an Offer, but well enough to also explain the document in terms their client can comprehend.

Congratulations to you all. I remember you when you didn’t know anything. You learned well. Keep growing. Keep sharing what you learn. Enjoy your careers. You learned it.