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By Scott Einbinder

RISMEDIA, March 25, 2008–Have you heard some negative news about real estate lately? It says so much about our society as the public is fascinated by bad news. I have the benefit of traveling across the country on a weekly basis working with agents and brokers. I sit in your conference rooms and lobbies. I listen to your weekly sales meetings. The scandals that fascinate you on Inside Edition or TMZ, is often repeated within our own career and in our own offices. Some say we are fascinated and drawn to negative news because it makes our own situation seem not that bad.

Well my friends, your situation is not that bad. In fact it has never been better. This is a time where true real estate professionals can shine. This is a time where you can develop a real value proposition rather than continuing to sell services that mean nothing to the consumer.

If you take a step back and think how, now more than ever, your client needs you. They don’t need your mechanical services. They need the services of good judgment and intelligent pricing strategies. Our clients don’t need your Open House, they need your Open Mind. They need your mind open to work differently. They need your mind open to work in a transparent manner with home inspections, appraisals and title searches all occurring within 72 hours of taking the listing. They need your mind open to educate yourself on mortgage portability so you can merchandise a property to various types of buyers with different financial conditions. There are an endless amount of needs out there. The question is a simple one: Are you filling the needs?

einbinder_scottforweb.jpgI have never seen a time where the needs have been so great. I also see many agents making more money in 2007 and are off to an amazing 2008. Why is it, that there are agents in the exact same market, where some are failing and some are thriving? The answer is also simple. These are agents who live in the world of what “can be” not in the world of “what was.” These are agents and brokers who have decided to redefine themselves and solve the problems of their clients not the problems of themselves.

Agency and non agency buyer evaluation services, short sales services, pre-foreclosure advisory sessions, credit planning sessions, consumer risk mitigation development programs, ROI analysis, are just a few of the huge opportunities that your clients need and would love their real estate professional to help them with.

In a recent article the National Associating of Realtors claims the amount of members will drop significantly. We know that many people enter a good real estate market as a part time business or to make some fast money. Share with your clients that the best professionals are always measured not when things are good but when things are bad. The best agents are the ones who have composure, good judgment and tenacity when the transaction is under stress. Just like the weak fold in bad markets, the weak fold when transactions are challenged, and we all know that transactions are always challenged. Valuable agents don’t run from challenged transactions or challenged markets as they embrace them because the have the confidence to resolve.

The opportunity has never been brighter to carve out your unique niche in the sun. The farm area that you solicit can now see you for who and what you really are. Make it special. Make is different.

I am often asked the quality of a good agent. My answer, it’s the one who when they see an accident on the side of the road don’t just pull over and watch, they pull over and ask what they can do to help! The housing market needs your help. You can watch it on CNN or go out there, knock on a door, and resolve!

Scott Einbinder is a nationally acclaimed speaker and trainer exclusively to the real estate industry. He can be reached at