The core values of a company give it direction and purpose. They stand for the ideals and ethos that the company strives for and should be reflected by every action and every member of that organisation. The successful realisation of these core values is what sets a company apart from the crowd and helps build long-lasting, meaning relationships that reflect the company's brand loyalty and brand equity. Why is it important for the real estate industry to exist by these ideals?
Mike Greeff, CEO of Greeff Christie's International Real Estate says, "We are committed to developing long-term relationships with agents, buyers and sellers. We recognise that relationships last beyond our period of working together, so we focus on keeping them healthy and positive. It is important that the industry keeps striving to uphold the basics of honesty, integrity, strong morals and respect. The real estate sector is seen by some members of the public as being solely focused on sales and not the underlying needs of the parties concerned and that should not be the case. There are still reputable agencies that put people first and make the property process a personal interaction. As an industry, we need to work harder to earn the trust and respect of everyone that we deal with. It is the foundation of good business practice."
The real estate sector is always evolving, and a prime example of that would be the incorporation of technology into an agent's toolkit. The use of Customer Relationship Management (CRM) software to communicate with your market, manage your practice and maximise your productivity. Social media platforms such as Facebook, LinkedIn, Twitter and Instagram have become the preferred mass communication channels of the contemporary real estate agency.
The boundaries and practices or real estate organisations have and should always be governed by a set of non-negotiable core values, industry knowledge, valued relationships and a sound business model. The real estate industry should provide positive and lasting value to society and the lives of individuals. It reflects all the people involved in the process and must be governed by a set of principles that positively impact the lives of others. The role of the real estate sector goes beyond the ordinary and represents the collective understanding of how to create a symbiotic system that generates success for all stakeholders. The real estate industry needs to be built on trust and relationships based on shared goals, expectations, and outcomes.
Property isn't just about a brick and mortar structure or a piece of land, it's about the people that attach tangible and intangible value to a place. A home is a vision of independence, a sign of achievement and a dream of a new chapter in life. An apartment is a student's first step toward adulthood, a young job-seeker's base of operations on their climb up the corporate ladder, the start of a newlywed's life together or a retiree's scaled-down sanctuary in their twilight years. A suburb isn't just defined by its geographical points but rather by the shared values, lifestyles and opinions of the residents of that suburb. The real estate sector should never lose sight of the people that it services and should seek to create solutions for the needs of these individuals.
Agencies must successfully integrate community and social purpose into ongoing business operations. The best agencies cultivate relationships that contribute to the greater good of society and rely on trust and relationships to succeed.
The role of the real estate professional is to establish their valued and role in transforming society. The real estate industry must get back to its roots, values, and role of connecting people and property in a responsible, reliable and respectable way. There are several leading global companies that have good values and ethics and we are striving to be part of that elite group.