Think, “broker.” Quick, what’s the first adjective that popped into your head? Sleazy? Fake? Liar? Tool? Crooked? Shady?
Because of numerous factors, namely increased competition, the term “broker” has become a pejorative term in the marketplace. Mind you, it’s not without merit.
In an industry where the competition is fierce, and the pay is handsome, there are always going to be those who utilize certain tactics to get ahead. It’s only natural.
Whether it’s overpromising, negative selling, driving up a price for commission purposes, or just by plainly not providing the requisite service, there’s plenty of opportunity to add fuel to the negative connotations. It perpetuates the myth that brokers play no real role, and are simply hindering the process to better themselves.
However, the truth of the matter is, that the best brokers provide far more value than the pay received at the end of the process. They build a relationship that is long lasting. They are honest with their client. They sell their attributes rather than focusing on the flaws of others, and foremost, they overperform.
That’s our goal at Whitebox Real Estate. We’re not going to feed you misinformation. We’re not going to make promises that can’t be upheld. With us, you’re going to get total transparency and our undivided attention from the first meeting through your move-in day.
Henry Ford has a great quote, that is incredibly pertinent, “The competitor to be feared is one who never bothers about you at all but goes on making his own business better all the time.”
That’s our goal – improvement each day. And as we move forward, our hope is that that Whitebox and the term broker become synonymous with one word – “advocate.”