Makin’ Impressions — Being a Pro — Oh, and Lookin’ the Part

by Jeff Brown

Real Estate Investments Broker

Author website

I’ve learned to expect a lackadaisical attitude about what makes a pro in the real estate business. What’s been surprising is the way something as basic as physical appearance has seemed to be unrelated to any particular generation. I’m talkin’ about how agents choose to dress while on the job.

So much is said, often with the stentorian tone and diction reminiscent of Charlton Heston’s role as Moses. “It’s all about being professional.” “The public is looking for the agent who ‘gets it’ — somebody who is a real pro from A to Z.”

Blah blah blah.

Look, I get it about untenable summer weather. I’ve been in Phoenix in August. It sucks like a turbo charged Dyson. But correct me if I’m wrong, agents in hot climes don’t have client conferences, sign contracts, or meet with prospects in the middle of the Costco parking lot at 1:30 in the afternoon. It’s my guess they’re meeting, if not in the office, somewhere the wonderful invention of air conditioning is in use.

You wanna make the impression on folks you’re a pro? Act like one. Have an office like one. Dress like one. Behave as if a bored housewife couldn’t do your job just as well with 13 hours training. Pretend you actually understand why the public sees real estate ‘pros’ in general as not professional at all. The level of denial I’ve observed both off and online is scary when it comes to this stuff. I’m sure there are jeans support groups.

Casual Friday? How ’bout Casual Decade?

A professional real estate broker/agent with a tie on, meeting a prospect in a well appointed office, demonstrating obvious knowledge, experience, and expertise, is perceived as a real estate professional.

I used to love it when I worked for several years in a huge national office. My office was designed by a pro. I was always professionally attired. When you arrived you were greeted by a very well dressed assistant, and led to either my personal office or a larger conference room if necessary. By the time a prospect had been in my office for 10 minutes there were at least several questions that were never gonna be asked. Why? Because they were answered by the professional atmosphere in which they were immersed, which was then congruently underlined as I entered the meeting dressed the way a pro should be dressed.

You may argue, as so many do, that this is too Old School, that the public simply doesn’t respond the way they used to. To repeat one of my favorite sayings — print that little speech out, shred it, and sprinkle liberally on your lawn. You’ll have the greenest grass in your neighborhood before you know it. What a buncha crappola.

Are there exceptions to this on a kinda sorta cultural level? In some places I’ve done business I’ve literally been warned not to show up at speaking engagements or seminars wearing a tie. Fair enough — I get it. But that’s anomalous in my 40 years in the biz. The vast majority of Americans have an idea of what that may not be entirely focused, but like a lotta things in life — they sure know it when they see it.

Why do so many force themselves to prove to folks how really professional they are by showing up at a black tie event with a polo shirt and brown shoes? I’m a live and let live kinda guy, so don’t read any self righteous indignation or animosity here, as it really just boils down to my own experience, how I was first trained, and simple observation of others. Also, watching those I’ve mentored see how folks react differently when they don’t dress like corn farmers havin’ lunch at the local cafe has reenforced this belief countless times.

I’ve made minimum wage type money, and I’ve made a whole lot more. Funny how when you talk like a pro, work in an impressive yet understated professional looking office, and actually dress professionally, the public jumps to the conclusion you just may be a pro.

Go figure.

Again, it’s not my intent to offend anyone. Congruency is part and parcel of the image everyone’s been giving lip service to the last few years. Yet the same loud voices complaining about part time soccer moms with licenses meet prospects for the first time as if they’re pickin’ up Aunt Evie at the airport. Pick one, will ya?

Pros dress like it. They carry themselves like it. Their countenance loudly proclaims their consummate professionalism. It’s very analogous to the oft used “If it quacks like a duck” saying. A new prospect sees you dressed like you’re goin’ to the ball game, and in their mind, even if it’s only subconsciously, they’re waiting for you to do something, anything that smacks of professionalism, instead of offering them a hotdog and some peanuts.

Complain all ya want about your perceptions of what’s wrong with real estate, we all have our list. But please — realize you’ve lost business because of your lack of professional attire — I guarantee you have. And because you never knew it was happening in real time, you sit in your ignorance swearing it’s never happened.

I thought that way once too — when I was 17. Thank God I was trained to know how important it is to look like a pro as well as operate like one.

Again, live and let live — but you know I’m right.