We live in a world that has changed dramatically in the last 50 years. There has been more innovation and more technological progress in the last 80 years than there was in the previous years since the beginning of time. In today’s business society, we are judged by the results we get more than ever before: the result of winning the court case; the result of a successful surgery; the result of winning the big game. We, as Realtors, cannot escape this results-driven society.

We need to clearly understand that we are not judged by the process. We are not judged by our intent to provide quality service to our client. We are judged by only this: did the home sell; and for what price; and did it close. The sellers in today’s society just want their homes sold. They want the job done. They want to put gas in their cars and drive them -- no excuses. All that matters is the result .... getting the job done well.

The truth is that there is no interim step. There are no rewards for good intentions. As an Agent, you can’t pay the mortgage with good intentions. I believe all Agents desire to sell the homes that they have listed. All Agents intend to do the best job for their clients, but we only get paid for the result. We provide for our families based on the results we achieve.

We also create long-term relationships and long-term referrals based on the result of a completed job ... the result of a job well done. I have never heard of anyone referring an Agent based on the fact that the Agent was nice when the result wasn’t achieved. Think about it -- why would you recommend an attorney who lost your case or a hair stylist who didn’t cut your hair well?

So, why would your clients refer business to you if you didn’t get their homes sold? The fact that you are a nice person is a bonus that your client will appreciate when the job is complete. Vince Lombardi said it best: "Some of us will do our jobs well and some will not, but we will all be judged by only one thing – the result."

Focus on doing the steps to ensure that you achieve the result the client hired you to accomplish. If the client’s price is an obstacle to achieving that result, say so -- honestly, fairly, and convincingly. I can hear the groans: "But they won’t like me." Trust me -- they won’t like you anyway when their homes don’t sell. If you help a client to face a disappointing reality, then at least you have a chance for the sale and for long-term referrals. If the client lowers the price but doesn’t like it, and then you sell the home, you will get the commission. With the price too high, you will get neither the commission nor the long-term referrals.

Ultimately we all need to understand that we are in a business that is truly plain and simple: it’s about the result of your effort. Don’t try to fool yourself into thinking differently. You sell the home; you win. You fail to sell the home; you lose. Winning is a habit, and so is losing. Which habit are you forming?

Published: September 18, 2009

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Dirk Zeller is a sought out speaker, celebrated author and CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. The Real Estate community has embraced and praised his six best-selling books; Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies®, Successful Time Management for Dummies®, and over 300 articles in print. To learn more regarding this article, please visit www.realestatechampions.com.