By Ronn James

I began selling in real estate in 1982 when I was 21-years-old and I already knew it all. My only distractions were money, the opposite sex and not-so-occasional adult recreational beverages. There were no computers. There was no Internet. Consequently there was no Facebook, Twitter, LinkedIn, Pinterest or social games and there certainly were no smartphones. When it came to selling real estate it was all about STP. I was given a sticker for this well-known oil company from my broker. I promise to tell you the significance at the end of this article.

Here’s what I learned:

• Take a card and leave a card. Build your database with friends, family, spheres of influences and other Realtors. They all help to sell your listings and send you buyers.

• Return calls. It is rude to ignore people. Even people you think can do nothing for you.

• Carry a pen and something to write on. Always be ready to take a number down –

it will always lead somewhere. (Adjust accordingly for the advent of smartphones!)

• Always overdress. Someone will always notice even when you don’t think anyone’s watching.

• Wear a watch. Use it.

• Make appointments. Keep them. Showing up is half the battle.

• Call if you’re going to be late. Yes, even 10 minutes. Aside from common courtesy, this gives the other side a chance to reschedule if they haven’t left enough time for you.

• Apologize. Ten minutes or 10 years from now it may not matter to you, but it will to someone.

• Carry a hanky. You never know when you’ll need a tourniquet or get invited to a Greek wedding.

• Know your limits. Too much on your plate will make you less effective. Contrary to popular belief, you can’t do it all.

• Don’t drink while you’re working. Pick your moments and have your time – on the job isn’t one of them.

• Listen to tapes. (Okay, MP3s or podcasts). Empty your wallet into your brain. Educate yourself.

• Read a book. There is always a message for you in everything you read. It promotes thinking.

• Tune out. Know when to disengage. Fatigue doesn’t make you more effective.

• Play against stronger players. You may lose, but you will gain incredible insight and skill.

• Practice often. Do what you do, before you have to do it for money.

• Follow up. Find out how your sales call went. Pick up the phone. Accept criticism graciously.

• Get someone to teach you the sales cycle. It’s real, it works and it lets you know how close to the sale you are.

• Picky people do buy. They just need a good reason. Give them one.

• People who love everything, love nothing. If it seems to be going too well to be true, it probably is.

• Buyers are not really liars, they’re just still afraid to trust you with the truth.

• G.T.M. Get the Money. Never date, befriend or marry the client before they buy.

• Seventy-five per cent of your revenue is made by June 30th. Work accordingly.

• Never calculate your commission on the way to an offer.

• Don’t wing it. You are not that good even when you think you are. Practice your shtick. You’ll actually believe it yourself one day.

• Always leave the other guy cab fare. People respect a fair dealer. Be one.

• Remember people’s names. It is their favourite thing to hear.

• Go to company and industry events.

• Always leave an empty seat. The person who finds it usually turns out to make your day.

• If you are not sure, shut up. The fastest way for someone to know that you don’t know is when you speak.

• Introduce everyone in the circle that gathers. New friends, old friends. It keeps the conversation lively.

• Compliment people. On anything and everything appropriate.

• Always assume that you are catching someone in the middle of something. Give them an out. This courtesy will repay you.

• Ignore your smartphone. The app that slaps you every time you watch your smartphone should be installed.

• Use language people know. Industry slang is inappropriate in many situations, and it’s rude.

• Say thank you. And please. And all of the other manners people taught you.

• Let other people win every once in awhile. They’ll come back if they have a 50/50 chance.

• Smile. If required to do so, listen to something that makes you really laugh before every appointment.

• Take your shoes off. Every time.

• Address all family members. This includes the kids, the dog and the grandparents who don’t speak English. They’ll notice.

• Know your audience. Amaze people with the knowledge and respect that you learned something about them before you even met.

• Introduce your team. They’re not people who just work for you. Everyone plays a role.

• Be curious about the future. Invest yourself in understanding skills, tools and practices that can and will likely change your business.

• Find mentors. They come in every age, size and gender. Learn to spot them and learn from them.

• Wash your car. Show someone you respect their business especially, but not only, if they ride with you.

• Be inspired. Inspire others.

• Be humble.

• Greed is good. Particularly when it is about spending time with people you love.

• Share the wealth. You don’t need it all, and sharing the loss as well as the win is still a win.

• Know your strengths. Surround yourself with people who are strong where you are weak.

• Know when it’s time to go. Making it uncomfortable will only build resistance. Bow out graciously.

So these are the 50 lessons that I have spent three decades absorbing, learning from, remembering and hopefully employing in my day-to-day business. I am blessed and grateful to have had a great many people show me how to be the best I can be. Humbly, I am fortunate to share the education I have with the next generation of learners who wants it.

Earlier I promised to share the meaning of the red and silver oval sticker. STP: See The People. Real estate is still about people needing homes and those who help them do this face to face.

With a track record that spans 27 years, Realtor Ronn James says his ambition is to educate the public and Realtors alike. He has landed appearances on Breakfast Television, CityLine, Real Life and a host of radio shows. James has also been a regular contributor to New Homes and Condos For Sale Magazine, Toronto Sun and Canadian Homeplanner. Website: www.RealEstateCommissionMatters.ca, phone 289-242-9050.