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CEO’s Introduction

Ellen DeGeneres has a life that is as public as the next celebrity, maybe more so given that she “came out” on her television show, has hosted the academy awards, and currently has one of the most popular daytime talk shows on television. My wife introduced me to The Ellen DeGeneres Show last year, and I was immediately attracted to her energy and quirky sense of humor. I really had to smile when I saw her “Real Realtors” segment.

And so it’s time for game number one - The “Real Realtors” segment starts with a song that has the following lyrics. Can you name the sitcom that used the song?

Well we’re movin’ on up,
To the east side.
To a deluxe apartment in the sky.
Movin’ on up,
To the east side.
We finally got a piece of the pie.

In this segment, DeGeneres focuses on Realtors and their marketing message with few coming out unscathed. Christopher Rich of Fairfield, Connecticut was one target. His tagline of, “If it’s important to YOU…It’s important to ME!” was highlighted and DeGeneres called him live, on the air “to see if he means it.” She asked him, “For me, it’s very important that my caesar salad does not have too much dressing. Is that important to you as well?”

Rich replied “Well, if we go to lunch, I will make sure your caesar salad does not have too much dressing.”

Of course, his impromptu and comical response received a huge round of applause and a recommendation from DeGeneres.

But it’s the photos that get the most laughs. Realtors using photos on their business cards has always fascinated me, especially when so many are obviously from a period nearer to the bearer’s prom night than their last home sale!

Whether we like it or not, it’s only human to form an opinion based solely on someone’s appearance. Even after just a few minutes with a person, we are sometimes guilty of making assumptions about their character that are difficult, if not impossible, to shake. First impressions count.

Have you ever dealt with a seller who you suspected really didn’t want to sell their home in the first place? Ever taken a buyer from house to house knowing they were more interested in looking than buying? Have you ever met someone and instantly disliked them? Or found yourself saying “I can’t put my finger on why, but I really don’t trust that person.” Are you a good judge of character?

If you said ‘yes’ to any of these questions, then I hope you’ll enjoy game number two. Over the last few years, we have amassed thousands of Realtors’ business cards. Based only on the photos as displayed on the business card, we tried to guess the character of each person. Did they look trustworthy? Did they look educated? Did they look professional? So, the game is to see if you can do the same. Based solely on the following photos, take a few minutes and see if you can identify the felon.

I think you’ll realize that I have included a few ringers. What I don’t expect you to realize is just how few. I also have another confession; none of the images are from real estate business cards.

So, who did you think was the felon? Believe it or not, eight (yes, eight) of the photos are of people that have been charged, convicted or are being sought after for some of the most serious crimes imaginable. There is a serial killer, rapists (more than one woman is a registered sex offender), murderers, thieves and one person currently on the FBI Ten Most Wanted list. The only two people you might want to invite into your home is the gentleman on the far left, second row (Malcolm Gladwell) and the young gentleman far right. The latter is my own little “monster,” my son Ryan. He has probably caused more property damage than the average delinquent teenager, but has yet to be convicted. His line: “Sorry Daddy. Ryan wanna to be a good boy, Ryan don’t wanna be a bad boy,” coupled with a sorrowful look, hinders every effort to punish him. His weapon of choice is a marker pen and based upon the last few week’s activities, he is unlikely to see his third birthday.

But back to business. If you are like most people, you will have applied your own experiences and stereotypes in deciding who the felon was. Did thinking that they were Realtors change your perspective? Sometimes a small piece of information can change everything. It doesn’t matter if it is right or wrong, it’s whether or not you believe it.

Did you immediately discount the women simply because of their sex?

The first ringer, Malcolm Gladwell, is the oft-quoted author of “The Tipping Point” and “Blink.” In Blink, Gladwell writes about our natural ability to suspect something is not right even before we consciously become aware of it. It’s a fascinating book, one I strongly recommend.

Some people know that my background is in law-enforcement. I used to be what friendly people call a “Bobby.” I also learned that people had lots of other words to describe my job or me personally. It was all part of the fun of serving the public. And I didn’t have a gun, but boy could I run!

As an interesting side note, the term ‘Bobby’ comes from Sir Robert Peel. In 1829, the Metropolitan Police Act was passed by the British Parliament, allowing Peel, the then Home Secretary, to found the London Metropolitan Police. Officers joining the force where called “Bobbies Boys,” and the name has stuck for almost two-hundred years.

As a police officer, I always laughed when someone suggested that you could spot a criminal based on the structure of their face. Having personally arrested countless people for offenses ranging from minor assaults to armed robbery, I can tell you that spotting a criminal is not that easy. Despite my best hopes, they simply wouldn’t wear masks and carry a “swag” bag.

So how can you spot a good, reliable, trustworthy Realtor? Can you spot a good, reliable, trustworthy Realtor based on an image alone? Like it or not, everyone you come into contact with will decide what type of person you are, and it is also highly likely that their opinion will differ from your true nature.

Would you like to know what people think of you based only on your photo?

There is a solution and it’s the Facebook application, FirstLookz . To ensure complete disclosure, the company behind FirstLookz is the same company that developed AgencyLogic PowerSites (but using FirstLookz is free and it will get you using Facebook so hopefully no harm done.)

With FirstLookz, you can upload a photo anonymously and any Facebook member can give you feedback on a whole host of subjects (including some you might not want to know about). Do you look trustworthy? Do you look educated? Do you look professional?

If you don’t like the feedback, you can upload another image and compare the results. The difference in the comments will astound you.

Give it a try if you have five minutes to spare. Those first impressions count, and it probably helps to know what they are.

And the answer to game one? Top points if you said “The Jeffersons.”

As always feel free to contact me personally, at any time, for any reason, at stevef@agencylogic.com.

Stephen Fells,
CEO

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