The hallmark of a strong marketing campaign is a slogan that sticks with you. Honda's new marketing campaign, 'Everyone knows someone who loves a Honda,' is one such campaign. Every time I hear one of the commercials or see one of the ads, I think of people I know who have Hondas. There is a lot of truth in the campaign; Honda owners are a loyal bunch!
I had some friends over this week for a get together. The group was all women and I co-hosted the event with two girlfriends. During the party, no less than 2 people mentioned to me that they had an ongoing social relationship with their real estate agent. Being a Realtor, I am used to hearing these confessions; friends want to make it clear why they might use someone else for a future transaction. I never begrudge them this relationship--I hope that my clients are equally as loyal.
The truth is that I hope all of my friends have a Realtor that they know and trust. Of course, in a perfect world it would be me, but in this profession, a little bit of a thick skin is a necessity. If it hasn't happened to you yet, one day you will find out that a very good friend of yours bought or sold a house without even mentioning it to you. It may sting a bit..after all, you will feel that you could have done the best job for them. At the end of the day, what is most important is that anyone who buys or sells real estate has solid representation.
I know plenty of colleagues who are very good at what they do and would provide exceptional representation for their clients. I hope that all my friends can honestly say, 'Everyone knows someone who loves their Realtor!'
And if they can't, I am always looking for new clients....
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Holly, Excellent post..you are so right about us Honda Owners, We are very loyal. I too would love for everyone I know to call me for their real estate needs, but I have been in their spot before. I just happen to be really good friends with several Mortgage Brokers, Which one do I call when I want to refinance or buy a new home!?
Holly your right on with your attitude !!! I had those confessions also from acquintances who used another Realtor. We all should hope people were impressed with their last agent !
Holly - I'm right there with you. I don't have a Honda but I do have loyal clients who claim me as their own. In fact, I have one "client" who, even though I have never sold or helped her sell anything (I did help her daughter) always introduces me as "Michael Bergin, my Realtor". Nice!
Everyone know a real estate agent.
I believe they select real estate agents on their social ability and for emotional reasons more often than their competency as an agent.
When I bought my first home when I was 20, I HATED my real estate agent. There would have never been a chance in h e double hockey sticks I would have used her again. I was licensed a year later and hoped I would never have to deal with anyone like her in my career. I somehow have avoided her over the years. (not to say I haven't run into those like her) But she certainly taught me a valuable lesson on what NOT to do. I determined I would always treat my clients respectfully, with patience and kindness no matter how young or how old. I would be truthful, attentive and friendly. I make it a point to explain the process so that everything is understood. I may explain it 5 or 6 times, but THAT IS OK! I have made many wonderful friends over the years that were once clients. I must thank her today for teaching me everything I did not want to be!
My clients are loyal and LOVE their Real Estate Agent!
Holly I too have some loyal clients who will always tell others about their experience with me and will send me leads.
Loyal clients are golden.
I just saw that ad the other day for the first time. Good on you for linking to to our biz too! It's so true aren't most of us working on referrals as a majority of our business?
Everybody knows a ton of Realtors. it is not enough to give good service anymore, it has to be exceptional service, and that extends past closing.
Don't we already have the "ads tagline"?
"you can't swing a dead cat without hitting a Realtor!" Yeah, that's the ticket.
Holly I most certainly can take it, but when my husband finds out one of his friends is the one that did that, he tends to not be so forgiving. It's nice to have such a loyal pitch man out there for me, but this is definitely something he's going to have to learn to accept.
Hi Holly. Thick skin is right! Bumps in the road for real estate agents...
Very nice post.
Keep rocking,
Ken
Hi Holly, I have a lot of great clients and some that have come and gone as well just part of the biz for us all!
I think you have to have a thick skin in any business...good post.
Not all the news is good news in this business and it is critical to have the correct attitude, which you do! I've worked hard to hold that attitude as deeply as possible from the very beginning, even when I had NO clients. With the right attitude, a large enough share of the people you know and meet, will choose you. Those that don't; indeed, it is great if they have chosen a Realtor for starters (I want EVERY buyer or seller to choose a Realtor and not go out on their own) and if it's a good one, fantastic! They will have a positive experience and share that with others - some of whom know YOU!
Holly,
I'm thankful to have other Realtors as friends who I would recommend if anyone thought I would not be the right agent for them. That's a good feeling. In a small resort community where every other person is licensed, we are bound to loose some ... but it all evens out.
Great post.
Perhaps, but like lawyers, y'all tend to have a real negative perception problem. Perhaps it is the low barrier to entry.
Loyal clients are great. Many of my buyer have become friends. I had a settlement yesterday and at the closing my clients stated he will be telling his friends and family about me.
Excellent post!
We can only hope our own clients will be as loyal
I had s very closed friend of mine put her home on the market with another Realtor. When I asked her why- her response was that the other Realtor had a stronger presence in the market.
Her home was sold by a Realtor out of my office within a few days. No commission for me.
Our relationship has been estranged since then. I do not expect anything from my peers now-happy when I do get something.
I wish our friendship could have sustained. I believe she was embarrased with the way things turned out.
Hi Holly~ I applaud and respect those that are loyal to their Realtor. I wouldn't have it any other way. Sometimes our friends make business decisions that have nothing to do with us, and may not include us. It is just a fact of life!
You have a great message here, Holly. We need to have a thick skin when someone we know uses another realtor they know. This will happen because everyone knows a realtor!
However, if I had a commission for every listing appointment I've had with a new prospect who told me at the end of my presentation that their sister-in-law was a realtor . . . I'd be rich!
Holly, this is great because you honestly are glad they have someone to take care of them. When I am training new agents, this is how I help them get over their fear of asking for referrals. If you're not taking care of their needs, then who is? If they have someone they know and trust, fine. If not, you can be that person to fill that need.
AND...you haven't spent time and effort trying to earn their business when you never had a shot to begin with. It always helps them put it in perspective.
I too want my friends to honor professional relationships they had before me and wish them success when they choose another agent. The hardest thing to do is to practice 'tough love' if they ask me what I think about the other agents work while they are representing them. I will never discuss what I would do differently or the same once they have established an agency relationship.
It's sometimes hard to realize that our friends see us as friends and not always as knowledgable professionals (after all the closest ones get to be there when you aren't so professional.) In many ways that is a compliment. If I had to choose between a professional or personal relationship with my friends, there is no contest. Personal will always win!
Excellent post....I just had this happen with a good friend using someone else beacuse "she didn't want to put our friendship in jeopardy."....Business is business and personal is personal and we have been trained to think like that but our clients have not; we need to train them....who is going to do a better job, a stranger or someone who knows them, loves them and only wants to see the best for them....Thick skin is definately required in this business....Next!
Also agree with Mark that people normalyl select their realtors because of social connections and not competencies.
I am honored by past clients who use me over and over again and refer their friends, family and neighbors. It makes my day when they keep my business card in their wallet! It is a great feeling to know that you have their trust and respect. Nice post!
Holly
You are right! You do have to have thick skin in this business. I had a few people I know pretty well use someone else (who is also a friend) as a Realtor. You have to make a decision that that sort of thing is going to happen and give them freedom to make that choice. You never know when that other person will get out of the business and those friends will look to you.
Sweet Holly, it is just important that REALTORS® stay fanable! I'm sure you have a very loyal following. Keep up the great attitude!
Excellent post. My cousin just used another realtor to sell his house. He thought I lived to far away (20 minutes) get right over to let his dogs out if someone wanted to tour.
What a thoughtful blog post! Thank you very much; I appreciate it.
Good service - before and after the sale - will create a good following for any realtor who does it faithfully. Do this and your clients will love you, but don't expect them to refer you unless you ask them for those referrals and remind them that you would love to show their friends the same level of service you gave them.
Holly: Great post... I have a few I love too! Loyalty is awesome and I appreciate it when I experience anyone expressing it... There's plenty of business out there for all of us.
You are right about needing thick skin, that's for sure. I just found out a friend I've known since 6th grade is using another mortgage company for his new purchase. And he didn't even call me for a quote!
You make a great point. I always say that everyone knows someone who is facing financial challenges right now, so why not go out and try to prospect for those short sale listings.
In recent days many people knew more than 1 Realtor - I know quite a few people who have more than one Realtor friend.
Holly--It is so true! Sometimes our good friend will tell us that they never "mix business with pleasure" or something like it. They don't realize that we truly want only the best for them--maybe more than another Realtor who is only an acquaintance.
Kathy Stankard, RE/MAX Executive Realty, Franklin, MA
Holly
Great post. You are right, someday someone you might expect to come to you with their real estate needs will go elsewhere - (my own sister AND my daughter!Ouch) . Really, my own fault because I failed to explain to them that I could still help in some fashion even though they were on the other side of the state, but in the end, I was happy that they had a positive experience and came away having formed a trusting relationship with their agents. Oh, and I LOVE my Honda too!
Well said Holly. I have several friends who are attorneys, for example. When I need an attorney, I only use one. That does not mean I don't love and respect the others. I'm sure our friends often face this when they have to choose one of us. We should never be hurt. Like you, I hope they choose me.
You are right -- things happen -- and people have more than one relationship --
Holly, you are right so many of the relationships go beyond the selling and buying of real property.
Hi Holly, So true ! All of us at some point will lose out on a deal involving a friend. Your professionalism is showing !
I have many previous clients and customers who I would say are still friends.
I hate that people I know, know other Realtors... but they were here first, and I'm invading their territory is how they're probably looking at it.
Wow, post a blog in the a.m. and check back later to find all of your great comments (and thanks for the Feature)!
You have all made great points. I am sorry for those of you who have suffered through the friend or family using a different Realtor--sometimes, that is for the best, however, even if it doesn't feel like it at the time. Sometimes those who are closest to us can be the most challenging clients.
FYI, I use the terms Real Estate Agent and Realtor interchangeably since we all have to be Realtors to practice in Virginia. I realize that is not true everywhere. For purposes of the discussion, I intended to say Realtor.
Nice post and I enjoyed the read.
This topic sure inspired a lot of interest! I enjoyed your input!
Yes, I too think that service needs to be extrodinary now a days. I do think the ability community is key and the rapport w/ the agent is very important. Then the knowledge and myabe the company plays a part as well if it's a "high priced home!"
Patricia/Seacoast NH
That is why 71% say they had a good transaction but when ask years later less than 3% could remember the agents name or the company.
Congratulations on the featured post Holly!
Well deserved indeed!
My theory is that if you don't know a Realtor, then you don't get out much!
There are so many realtors in the Nashville area, I would be surprised if there was a person who was not at least good friends with one!
Great post! Thank you
Jean Richer
Ottawa, ON
I actually think there's two reasons why friends sometimes don't use us: 1) they just forget that we can help them and 2) they're afraid that something might happen to damage the relationship. We should constantly remind our friends that we're in the business and assure them that we can get the job done without injuring our friendship.
Excellent post and oh so very true! I was just talking a new agent last week. They were so excited to get into the business so all of their friends would use them to buy or sell. I let her know that it doesn't always work that way :) We do have to be thick skinned and not take it personally. It is business.
That is a nice positve attitude to take. I think I will adopt it next time a friend uses someone else- I should be happy that they had good representation (although it still stings a bit! ). Great post!
The goal is to get people to love working with you and there is a lot of love out there!
I like your upbeat post! Their are countless great Realtors doing great jobs for clients. I agree with you. I will be delighted to help anyone who does not know one of those professionals.
It's true that many people have a realtor they trust, and sometimes, it's not you.
This is true even of people you know well.
Hi Holly -- What a positive perspective to have and one that surely resonates with consumers, as after all, real estate is about them, not us. The pond will always be large enough for qualified fish to swim in is how I view it.
Hi Holly,
I see you're in Reston! My company's office is in Reston although I work in Arlington/Alexandria mostly. Glad I caught your post ;-)
Justin
I like that commercial too! And it's true, you can apply that to people knowing real estate agents. How clever.
What a great post. It is easy to get self absorbed in our own world and it can be refreshing to see the big picture and world may be bigger than you. Bravo.
Holly, The first friend that goes with another agent stings the most.
My clients and friends are much more upset when someone they know does not use me.
Always having enough business in your pipeline is the answer. No one "gives' you a buyer or a listing. It must be earned.
And to quote a terrific agent in Reston,Virginia:
"I believe buying or selling real estate should be a GREAT EXPERIENCE!"
Will you be at ReBar?
I always praise and encourage faithfulness like this! What a great post!
When friends/relations choose another agent, there can be so many reasons...I never take it personally. I'm grateful when hired, and sometimes, I'm grateful NOT to be hired.
I hope all my clients enjoyed their experience as much as possible. I get a ton of referral business, so I think that they are!
Loyalty is key in our business.
Good point. It is funny that many who get into the business expect instant loyalty from all friends and family when their friends and family might have had a long standing relationship with a REALTOR.
Great post, thanks... Maintain relationships and you maintain referrals:)
Excellent post. Loyal clients are important. Referral business is great and is easier than finding clients on my own.
Great post!!! Its going to stick in my head for rest of the year specially with all the family holiday events coming up.
You are right, everyone knows a realtor and many feel "pressured" to work with a friend or family member but this is not always the best idea. I often receive business from folks who want to use a third party instead because of the myriad of situations that can pop up during any transaction. Nice post and i like your attitude about loyalty, I feel the same way!
Holly: I, too trust that Sellers/Buyers return to me when a Realtor is needed. The first thing I try to do is put my shoes in theirs; I become their sister, their best friend, their daughter, their business partner, whatever is needed to build up that trust factor...I work for them...and show it. Thanks for the thought-provoking post. debra
I too have devoloped a thick skin. I don't take it personally if a friend chooses to do business elsewhere. Perhaps they don't want me to know their personal financial information and as a friend, I respect their choice. Some of the time I do get business or referrals from friends so it's 50/50.
On one occasion a friend of mine was in the process of buying his first house and the loan officer really screwed up. The buyer (my friend) was not going to have enough cash to close. He was about $1000 short. (Long story) He was coming to the end of the purchase contract and had no time left to spare.
Sometimes a friend goes elsewhere for business and calls you when they are in trouble.
I was able to get him into a new loan product and get it funded in less than a week. I credited him a portion of my commission in escrow to cover some of the closing costs so he could get his house. It's not like I would do that very often but this friend also worked on computers for a living and had fixed mine several times at no charge to me. He'd only let me give him a beer for his work. As a friend, I was happy to give back. I told him I wouldn't feel bad about him working on my computer when I needed it in the future.
Did he send me referrals and come back to me years later? You bet he did!
I once worked for someone who's logo was "all of my clients are friends and all of my friends are my clients." He would then look at you straight in the eyes and say "Martin - why don't you go out and make a new friend?"
It's tough to swallow sometimes, but it does happen and, as you said, the important thing is that they don't go it alone.
That's a great attitude Holly. Our profession needs more people with that outlook.
Nice post and a very positive outlook.
I can't remember where Alan got that phrase about the cat? Everyone seems to know a few and I hope that my clients feel they can come back to me for help or direction. Sometimes, you can't help everyone that you know! Good post.
Very true Holly. No matter how solid you are...some people do not like working with friends. However, I am lucky to have only experienced this once.
Holly: I completely agree. If a meet someone, be it a friend, someone at an open house, etc., who says they have a Realtor I encourage them to use that individual if they've done a good job for them in the past. I would want them to be loyal to me, so why not want them to be loyal for this other individual?