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6
How Your Core Values Generate Business
More businesses are talking about "values," but what does that really mean?
To an individual, "values" are most often seen in value judgments. These are statements about life that can't be proven or disproven in ordinary ways. They disclose what the person making the statement considers important but aren't necessarily held by other people.
For example, many would agree with the statement, "All people have inherent dignity and worth." That statement might be considered part of their desire to embody a given value, say respect or compassion. Values can be boiled down to one word, but they always require interpretation.
What does all this mean when it comes to your life as a real estate agent?
In short, virtually every brand "says" it has values, but not all values are created equal. It's not enough to simply write down a value statement or publicize it on your website. You also have to make decisions about what those values mean, how they affect your priorities, and how they get rewarded.
Let's explore how it all adds up — and what it means for the people who count on you.
To Make a Difference to Your Customers, Values Must Be Reinforced and Rewarded
Let's take a common example many of us have experienced inside and outside the business world.
Growing up, lots of kids are encouraged to value learning. But learning can be a messy process, and it often involves making mistakes along the way. If you aren't comfortable with mistakes, it's very hard to come to grips with starting off in any new endeavor since you always start from scratch.
If the same child who was told to value "learning" is punished or yelled at every time they make less than an A+ grade, they will quickly realize learning isn't the goal. It isn't what's valued. What's really valued in that situation is grades, as the difference between word and action shows.
Something similar happens in businesses every day!
For example, lots of businesses claim to value creative thinking. But creativity requires risks, not all of which will pay. If those risks are discouraged, the conflict between word and action opens up. People will get wise and stop taking risks to be creative – or else they will move on.
The smaller your group, the easier it is to make sure your words, actions, and objectives all align with your stated values. Indeed, it's easiest when you're doing it for yourself! But the lesson is this: To adopt a value, you need a concrete idea of exactly how it will affect your day-to-day work.
That's what allows you to know your values in action when you see them.
To Make Values Tangible, Understand How They Will Influence Your Priorities
Here's an example that crops up in the lives of many new real estate agents.
In the beginning, most agents need to focus on finding leads, and they don't want to lose a single one. They quickly conclude that they want to stand out for their customer service — "being there for customers no matter what." This is a statement of values. It could be simplified to responsiveness.
An agent who values responsiveness is therefore making a choice of priorities. They might interrupt another work-related task in order to return a call. Taking things further, they might also choose to return a call earlier in the morning or later at night than they otherwise would.
All these activities would be in keeping with the value of responsiveness. But it's critical to recognize some values-driven behavior can be self-defeating. Agents who find themselves returning texts at all hours of day and night to be responsive could burn out at the same time.
Choosing Values that Move Your Business Forward
Start the process of deciding on values by listing them out. Then, underneath each one, list the specific actions the value would motivate you to take. What commitments are implied by this value? What will you do when one value is in conflict with another? Which, if any, is your "highest" value?
In this way, you can incorporate your values into your business. When your values resonate with those of your ideal customer, upholding them will draw the right people to you. After all, your "brand," in real estate or any industry, isn't just what you say about yourself.
It's also what others think and say about you, online and off.
As you communicate and demonstrate your values, the kind of customers you want to work with will be inspired to maintain a long-term relationship with you. They will also be more likely than they otherwise would be to share their positive experiences with others, sending you more referrals.
Thus, by making a few decisions about what matters to you, you can energize your entire career.
