Clients First: The Two Word Miracle

Chapter 1

Mustang Library

She was the third person in line waiting to speak with JoAnn. She wore a proper blue suit, conservative black pumps, and she had her question ready.

We were casually dressed in pressed jeans and comfortable shoes. This was 1999, our third year in the business, and we were known only to our clients. To the 300 real estate agents in attendance, we were like ghosts. We never put our photos on our business cards. Our ads were just for the homes we listed. All the public ever saw were our yard signs, which displayed the words, Those callaways. In northeast Phoenix, we had a lot of signs.

Two hours earlier our broker, Marge, gave us an eloquent introduction. She used the crib sheet I had given her.

“JoAnn takes care of the people, and Joseph takes care of the paperwork. Sometimes Joseph takes care of people, but they never let JoAnn take care of paperwork.”

The audience laughed, even though it was a little corny. But then, I guess we are.

We shared the stage with Russell and Wendy Shaw, who were well known. Russell promotes his real estate business through television and radio commercials and is very entertaining. He kept the crowd laughing, and time flew by.

During the presentation, JoAnn fielded several questions and framed all of her answers around how we take care of our clients. How do you get listings? Our clients refer us to their families and friends. Do you ask for referrals? No, we don’t know how to ask. They just come. Why don’t you run ads about ...