Speaking to Your Value as a Realtor

Google says one of the ways Realtors provide value to their clients is by carrying boxes on moving day. Katy read it out loud. Alissa nearly fell out of her chair. And then they got to work on what value actually looks like.

This is an important episode — not just for you as an agent, but for your clients too. Send it to a buyer or seller who is wondering whether they need an agent, or what an agent actually does. Alissa and Katy break it down clearly enough for anyone to understand.

The episode opens with Alissa getting rejected by a mysterious buyer who sent her a 20-question email from a freshly created Gmail account, got her full resume and a podcast episode, and then disappeared into the wind. Katy is very suspicious. They both agree the whole thing was weird.

Here's what we cover in this episode:

- The 20-question email: what the Smith Family Home Search Gmail wanted to know, which questions Alissa answered graciously, and which one (vacation schedule) rubbed her the wrong way
- Why Alissa answered honestly instead of telling them what they wanted to hear — and what she sent along with her answers (the resume, the consumer episode, a mini-manifesto on how she runs her business)
- What happened next: immediate enthusiasm, then two days later, rejection — and why Katy thinks she was secret shopped
- Alissa's reminder: buyers are starting to ask how you get paid. They're doing research. Be ready.
- Gary Vee's quote: don't convince, have conviction. If you don't believe in your own value, you can't communicate it.
- The times you know you're providing value most: when things go wrong and you save it
- Eight tangible and intangible things agents can provide to demonstrate their value:
  1. A resume — you could have one done in an hour
  2. A buyer or seller folder (buyer presentation, steps to purchase, vendor list)
  3. Market reports and knowledge — simple summary CMA, know your market, not a fancy 8-page report
  4. Relationships with other agents — preference in multiple offer situations, off-market access
  5. A vendor list — your own personal Angie's List, built over years of real transactions
  6. Email templates — proactively answering questions before they're asked
  7. Being available during business hours — not 24/7, but reachable and responsive
  8. Knowledge and education — this is the core of the job, not just showing up to open doors
- Intangibles vs. tangibles: if you're not a paper-presentation person, you can still communicate value verbally — just communicate it
- The closing gift debate: it is not the value. It is the nice-to-have at the end. If you do the job, that's what they hired you for.
- The birthday cake story: the carpool friend whose realtor sent a whole birthday cake every year for six years — and still lost the listing to Alissa, who has never sent a cake, not even once
- Why Alissa's best closing gift this week was offering to help her repeat client navigate renting out his house rather than selling it — and how excited he was, even knowing she had nothing in the bag
- Fancy cars, designer clothes, and expensive closing gifts: none of these are the value. Do the job. Be great. The right clients will find you.
- Buyer pre-screening with highlighted property lists: green, orange, red — and how this quick 10-minute step eliminates bad showings
- What is the easiest thing to implement to provide value right now? Templates. Resume. Both done within an hour.
- First impressions: you don't have to dress a certain way, but show up clean and professional — your vibe attracts your tribe
- New construction listing agents: include the buyer's agent in everything, give clear process outlines, keep the builder's workflow running smoothly
- The upcoming listing agreement cover letter (coming soon!) — the seller-side companion to the buyer agreement cover letter
- Episode 154: Speaking to Your Value (FSBO focus) — go there for more

Toast of the week from Nicole Spurossa at Century 21 Toma Partners in Peoria, Arizona — toasting Maria Lena Rainey for getting her into real estate, and toasting the Toma Partners family for being an incredible brokerage. Cheers!

Referenced episodes:
- Episode 154: Speaking to Your Value (FSBO)
- Episode 232: Buyer Brokerage Agreement Cover Letter

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