By Ronn James

Everybody’s crazy ‘bout a sharp dressed man.

Classic rock band ZZ Top said these very words (in a popular song that made millions years after its release). It is a fun catchy tune that many remember. However, it has a new meaning to me.

I am, as a professional Realtor, prepared, scripted, practiced and confident in my ability to present housing solutions to the public. I have specialized information that the public doesn’t have (but that they want). I have also been told I present it well, authentically and credibly. So why do I still miss opportunities that should have been a slam-dunk?

I stumbled upon a blog that perhaps changed my view of what success looks like. Real Men, Real Style blogger Antonio Centeno, an ex-marine turned web-retail-store-men’s-clothing-mogul has produced a slew of YouTube videos, blogs and a book that address the clothing habits that can make the difference between the look of a prince and a pauper.

That said, there are those who say the guys on Million Dollar Listing (at least until newcomer Josh Altman’s appearance) look like they just came from a yoga session to show high net worth clients multi-million-dollar homes. Nice work if you can get it. Even Mark Zuckerberg’s twit-fans have rallied against corporate America and defended his wearing of his patented hoodie. So where do we go from here?

Speaking in cliché, I have “been there, done that, got the T shirt.” I lived this exact process since landing in an upscale real estate market – living in jeans, a t-shirt and riding a Harley Davidson style motorcycle complete with the short helmet, no jacket and even exposed tattoos. I sold houses, sold new custom builds and managed my share of listings. I have over 30 years of experience in the business. I know mortgages and real estate. Don’t judge a book by its cover. Right?

I had an epiphany. It came to me after not renewing a listing from a trusted acquaintance that I have worked with for years. They relisted and sold at a price I said they should sell for. I hate that. I debrief all my wins and losses to add what works well and modify what needs to be changed, adjusted or dropped completely. I had an epiphany: staging!

My wife has a home staging business and I have integrated her philosophy into my listing campaign and swear by it. So why not stage the agent? I mean, most houses have potential and staging just introduces that potential to homebuyers who have difficultly visualizing the end result. A little staging goes along way, so I’m told. So armed with Antonio Centeno’s guide and my vague memory of what a suit was, I started the transformation.

I can say with all honesty that having a guide was really helpful. There is an awful lot of choice out there. Just because it’s expensive, or the most current look, doesn’t mean that it is for me. Believe me, one size does NOT fit all. I also learned that accessories make the average look polished. Pocket squares, ties, shirts, watches, cardholders, cuff links – all make a statement. Properly adorned, they make you look like a million bucks.

Yes I took a lot of abuse from my colleagues, friends and family. The comments ranged from laughter to down-right nastiness. I was, however, determined to stay the course and see the transition through. Believe it or not you do feel better, stand taller and come across more confidently in your “good” clothes. I know this is true. I feel it.

So how has the staging affected my business? One new client, after a couple of pre-listing appointments said, “You are the best-dressed agent we’ve met. I like that.” That’s quite different than the client last year who said, “My neighbour wondered if you were my daughter’s new boyfriend. We said, ‘No, that’s our Realtor!’” To which the neighbour said, “Humpf, that’s the first Harley we’ve seen in this neighbourhood for six years. Hope it’s not a trend.” Perception certainly has its place in our business.

In drafting this article I was chatting with my neighbour next door. He really is the Maytag Repair Man (he repairs appliances and in the past has had affiliations with brands like Maytag). He always looks like the Maytag repairman. No t-shirts, shorts, cut offs or sandals. Just the dreary blue pants and jacket and the light blue work shirt with his name on it.

He said that people respond to his uniform. It makes customers feel more comfortable allowing him into their home. Many commented on other trades that have done work on their homes and that look like they are transient and unprofessional, with no comment about whether they were or were not happy with the work.

It’s been six months as the “new me”. My colleagues have come to appreciate it (and some have even followed suit, pardon the pun) and my clients (there are more of them now) are confident that they have the right Realtor for the job. I can say I like the feel of confidence I have in my new outward appearance. It’s akin to getting dressed in armour for battle to face the foe and slay dragons. I’d mention the effect it has on the fair Princess too, but my wife doesn’t let me date after 5 pm.

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.