Building Credibility

Business reputations are earned over time and are the direct result of the quality of service you provide and the feedback your clients, customers, competitors, friends and family members give to others.  Building trust comes with consistent social proof of how you conduct yourself and your business.  As Realtors, you may generate leads and attract potential clients with a website, blog site, Facebook or Twitter.  However, at the end of the day, how you actually deliver your services to your clients is what defines your reputation, trust and creditability.  A website can color any business to make it stand out in front of others; however, if the people that make up that business do not have the experience, knowledge, and professionalism or do not deliver the goods and services as anticipated, the feedback on the street will mimic the quality of the service provided.  You cannot just talk the talk.  You have to walk the walk.  One compliment may get you one referral, but one complaint could lose you ten.

What people are saying about you is critical to your business.  People listen to the feedback of others.  People like to patron businesses that are referred to them.  For every closed deal and happy client, grab the social proof by asking your clients to write a testimonial and post it on your website.  What your customers think of you and your business goes a long way in not only establishing referrals, but also a creditable reputation.

When potential customers do their homework and research potential businesses, the Better Business Bureau is often the ‘go to’ place to get a business rating or to see if any complaints have been filed against a business.  Once your business has been established for a year, it makes good business sense to obtain Better Business Bureau (BBB) accreditation.  To be accredited by the BBB, your business or organization must affirm that it meets the accreditation standards (BBB Standards for Trust) and the business or organization will abide by these standards.  Once you are a member of the BBB, it is important to maintain an A rating, avoid any complaints, and should a complaint be submitted, do all you can to clear the matter up quickly.

BBB Standards for Trust:

Build Trust:  Establish and maintain a positive record of accomplishment in the marketplace.

Advertise Honestly: Adhere to established standards of advertising and selling.

Be Truthful: Honestly represent products and services, including clear and adequate disclosures of all material terms.

Be Transparent: Openly identify the nature, location, and ownership of the business, and clearly disclose all policies, guarantees and procedures that affect a potential client’s decision to choose your business and pay for your services.

Honor Promises: Abide by all written agreements and verbal representations.

Be Responsive: Address marketplace disputes quickly, professionally, and in good faith.

Safeguard Privacy: Protect any data collected from your clients against mishandling and fraud.  Collect only the personal information that is needed and respect the preferences of consumers regarding the use of their information.

Embody Integrity: Approach all business dealings, marketplace transactions and commitments with integrity.

Another way to make your business stand out and attract the attention of potential clients is to sponsor a local charity. When you meet the sponsorship guidelines of the charity, you can use their logo on your marketing materials.  This attracts attention and forms an impression in potential clients.  My companies sponsor of the local Susan G. Komen for the cure in Southern Colorado.  We donate $100 from every closing and give them a designated annual contribution in exchange for being able to use their logo on all marketing materials.  Additionally, my company attends local Susan G. Komen events in town to raise money for the cause and promote my business.  My sponsorship has increased my business substantially.

There are many creative ways to stand out in front of the crowd and get your name out there, but at the end of the day, your reputation and creditability is defined by how satisfied your customers are and what they are saying about you to others.  If you have not performed your services and obligations in a way that ‘wows’ your customers, all the social media efforts in the world will not grow your business.

Your integrity defines who you are and is ultimately a major component in the success of your business.  You can have the experience, knowledge, and professionalism to be good at what you do, but putting those skills together with great customer service and honest and ethical business practices is what will establish your credibility in the industry.