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Clients First: The Two Word Miracle by JoAnn Callaway, Joseph Callaway

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Only One Instruction

Gradually, using baby steps at first, we involved Marta in the listing process. When a “list me” call came in, Marta would talk to the person and ask about his or her situation and set our appointment time. This was a small beginning, but by making it a small part of the process, Marta became very competent. She developed a whole routine. She had her list of questions written down so she wouldn’t forget one. She focused on what a new client needs when he or she calls about listing a home. She improved upon how we served that client at that moment in the real estate process. She became better than we were at this, and she did it without supervision and only one instruction: Put the Client First.

Marta’s story is a powerful one, because it was a test, and she passed with an A-plus. Marta’s competence was a key to our success. She demonstrated to us that our competence could not only be multiplied but that it could be improved upon; it could be the best. Actually, JoAnn and Marta would banter back and forth, with Marta saying we should be the biggest and JoAnn saying we should be the best. In the end, the goals merged and we settled on both.

Today we have 30 licensed assistants on our team. Each of them, like Marta, handles a step in the process, and each of them, like Marta, does so without supervision and with only one instruction: Put the Client First. Our clients are better served than they would be if JoAnn and I had only one client. The reason they are better ...

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