After glancing through a local publication, specifically targeted for the real estate community, I came across a despicable advertisement that grabbed my attention.

The visual of the ad was tactless, showcasing three men in dress suits, presumably real estate agents.  In between two of the gentlemen stood a life-sized depiction of a dollar bill.  In a nutshell, the copy purported the following, “Turn Your Friends into Cash.” 

During these uncertain times, is this the type of advertisement required to boost real estate sales or to draw additional leads to lenders?  Do we really want to be associated with the lowliest amongst the various sales industries?

Not to sound self-righteous or to judge others for their marketing campaigns, but I think it is worthwhile to consider the importance of integrity when marketing to the public or educating them about the fast-changing regulations within the paradigm of real estate.

People are much more than a means to prosper financially.  If we try to turn our friends into cash, then was this individual a friend to begin with?  And if so, perhaps we need to dig down deep to reassess our priorities. 

To succeed in real estate, people need to personally identify with the mixture between how their viewed and the idiosyncrasies of a growing complexity within the real estate industry itself.  Nothing is easy, especially turning people into cash.  This illogical premise toward prosperity is fruitless toward mankind and also against the bottom line for small business.

Today, it’s vital that the real estate agent provide the necessary tools for people to succeed, in which the idea of freedom and prudent decision-making remain part of the transaction process.  Cheapening the real estate culture will inevitably reduce the need for competent realtors.  Inappropriate propaganda might lead others who are in high places of leadership to conclude that being a good real estate agent is something simple and possibly replaceable.

The consequences for wish-washy marketing can be devastating to the entire profession, as well as to the general public.  And for those who strive for excellence in this industry, we understand some of the core values, such as hard work, service and unrelenting dedication, as well as the fact that being a real estate agent soars above the simple mathematics of adding sales commissions into the bank account.

It is my opinion that each brokerage and individual realtor needs to help elevate the professionalism of the industry, instead of stomping on it with the bottom of the shoe leather.  It goes without saying, we should treat the public respectfully, absent the lure of profit, and in order to truly prosper in today’s economy.

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