Building Trust Through Transparency in Real Estate

Ok I’m sorry, but if you’re afraid to talk about price, you’ve already lost. Too many reps dance around pricing like it’s a state secret. They dodge the question. They stall. They try to “build value” first, or wait until they are told they are the vendor of choice. Buyers aren’t stupid. They know everything has a cost. And when you hide pricing, it does two things: 1. It destroys trust. If they have to pry it out of you, they assume it’s inflated or arbitrary (which is even worse). 2. It wastes time. If they can’t afford it, they’ll figure it out eventually...after you’ve sunk hours into a dead deal. Great salespeople don’t hide the number. They control the pricing conversation. This is the type of conversation countless reps have learned via our programs at Sales Assembly: - “Most of our customers invest between X and Y, depending on scope. Does that align with what you were expecting?” (Frames price as a range, not a fixed number.) - “Pricing depends on a few factors. Can I ask a couple questions to make sure I give you the right ballpark?” (Gives context before dropping a number.) - “If we land in that range, would budget be a blocker?” (Surfaces potential objections early.) Transparency isn’t just about being upfront. It’s about building trust and setting the right expectations from day one. Because if a deal dies over price, better to know in minute five, not month five.

Picture this for a moment: a financial realm where the word "transparency" isn't just thrown around like confetti at a parade, but actually embodies the core of every interaction. Sounds like a breath of fresh air, doesn't it? Now, let's dive a little deeper into a topic that's often danced around more than discussed openly—commissions. I know, I know, just the mention of "commissions" can make some folks in the financial advisory world a tad uncomfortable. It's almost like bringing up politics at a family dinner—everyone has an opinion, but no one really wants to go there. But, what if I told you that being crystal clear about commissions could actually be your superpower? Here's the scoop: Commissions are the unsung heroes of the financial advisory landscape. They're not just about making a buck; they're a testament to the value and wisdom advisors bring to the table. But, for too long, there's been this niggling fear that talking commissions will send clients running for the hills. The reality? Far from it. Transparency is the golden ticket to trust. Imagine walking into a room knowing everyone's intentions. Feels good, right? A study by the CFA Institute threw us a curveball by revealing that a whopping 73% of investors would rather put their trust in advisors who are upfront about what's in it for them. It turns out, laying your cards on the table is the first step to building a foundation of trust and integrity. But wait, there's more! Being open about commissions does something magical—it aligns your stars with those of your clients. It's like a relationship; understanding each other's motivations makes for a smoother ride. And this isn't just me talking; Accenture found that 91% of consumers are more likely to team up with an advisor who doesn't beat around the bush about their offerings. Now, embracing this transparency isn't just about being the good guy; it's a smart move. It's about creating a space where trust flourishes, interests align, and satisfaction soars. At the end of the day, it's not just about the dollars and cents; it's about forging relationships that stand the test of time. So, here's to turning a new leaf in the financial world, where transparency isn't just encouraged—it's celebrated. Together, let's build a future where financial advice is as clear as day, and trust is the currency we all bank on.

Sales tip. You’re a real estate agent. You cold call a homeowner with an expired listing. They pick up. You introduce yourself. They sigh and say: “I’ve had bad experiences with agents in the past.” Now you’re at a fork in the road. If your intent is to book the appointment, you might lean forward and say: “Totally understand. A lot of people feel that way. Let me show you how I’m different. I specialize in tough markets. Got a few minutes Thursday or would Friday be better?” Sounds smooth. But it doesn’t feel safe. Why? Because what you’re really saying is: “I hear your concern… but let’s move past it so I can get what I want.” Even if you’re a good person. Even if your heart’s in the right place. It still feels like a pivot. Now imagine a different path. Same call. Same moment. Different intent. This time, you lean back and say, gently: “Bad experiences?” (With a slight up-tone, like an invitation to share.) That’s it. In therapy, this is called mirroring. It helps people feel understood and safe. It shows you’re attuned—not rushing to fix, just present. No pitch. No proving. No “I’m different.” Just space. And maybe… they open up: “Yeah. One guy overpromised. Another barely communicated. Felt like I was doing all the work.” Now you’re not in a sales conversation. You’re in a human one. From here, something real can unfold: Trust. Connection. Permission to keep going. Because when people feel heard, they’re more open to hearing you.

Sellers, take note. A frequent frustration from buyers needs your attention. A lackluster seller's property disclosure can set the stage for doubt and unease. In Colorado, though this disclosure is optional, I strongly encourage all sellers to lean into transparency. Revealing the intricacies of your home can significantly mitigate potential legal headaches post-sale. Remember, no detail is too minor. I've witnessed numerous instances where buyers, upon receiving a blank disclosure form, are left feeling frustrated and uncertain. This reaction isn't just from the buyers; it resonates with me as well. While it's true that buyers must conduct their own inspections, these inspections offer only a snapshot of the property's current state. As sellers, you hold a comprehensive history of repairs, maintenance, and the little quirks that make your home unique. Sharing this information not only aids in building trust but also in fostering a sense of goodwill towards you. A detailed disclosure does wonders for buyer confidence. It paints a picture of honesty and integrity on your part, even if the information disclosed includes past issues. Knowledge allows buyers to make informed decisions, thereby smoothing the path towards closing. So, here's my plea to sellers: Disclose, disclose, disclose! It's more than a gesture of good faith—it's a strategic move that serves your best interest in the long run.