Why First Impressions Matter in a Sellers Market

You know what they say about first impressions? You only get one chance. Does that matter in a hot sellers market? Watch Craig Walker of KELLER WILLIAMS in Bellevue, WA as he discusses his take on how first impressions effect the bottom line for sellers and how he works to help his clients get ready to sell.



Transcript

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Craig, welcome.


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Thank you so much for being here.


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And if you will, please

give me a little bit about yourself.


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What, what's what's

the kind of segment of your business?


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What's your background and what what

brings you to this point in time?


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Well, thanks, Seth.


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I appreciate the time here today.


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Well, I joined real estate recently.


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Actually, during COVID


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I come from a tech background.


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Also,

many years of sales, pulling doors and


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dialing for dollars, if you will.


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I should have done this many,

many years ago.


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I think I have found my niche, my


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journey into real estate


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doesn't come as that green.


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I've dabbled in real estate

for a lot of years.


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Just learning about it

and doing things on my own.


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But as I came in here to Keller,

Williams and Bellevue,


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I have found that there is a need


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for a real estate agents

who are really client centric,


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those that really are

after the needs of the client


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to create the best return for that client,

especially when it comes to listings,


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but also on the buyer side

to make sure that they're well represented


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with somebody that's

not just out to create giant commissions.


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Although I'm not going to lie,

the commissions are nice,


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but to assure the longevity


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of my business,

I want to make sure that I take care of


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everybody in a way that they're going

to want referred me to somebody else.


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I am fortunate

enough to, in my short career, be


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in the upper echelon here at our office.


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I have been asked and I've accepted

a position of my Associate


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Leadership Council,

which is a group of agents


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who basically like a board of directors,

if you will, pretty prestigious.


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And I am just honored that I was accepted

into that


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small group of agents here in our office.


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What has been your your thoughts

joining such a in such an unusual time?


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Into this business,

transitioning your career


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and then the past couple of years

have kind of gone a different direction


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that I think what a lot of people

in that marketplace originally thought.


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What's been your kind of take on this?


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You have such a unique approach

in that you've started in


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in such an interesting time

and built your career


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during one of the most unusual housing

times of recent memory.


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Yeah.


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Well, you know, I have found that

a lot of dollars


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had been left on the table

because everybody came into this thing


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thinking that the real estate industry

was going to go in a different direction.


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And what happened was there ended up

with shortages of inventory


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and people thought, well,

they didn't have to do so much to


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sell a home, which is true.


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You don't have to do that

much to sell a home.


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There's going to be competition out there

as far as buyers.


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It's truly a seller's market.


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The thing is, is that what I realized

is that if you really want to get


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that biggest net, you need to take that


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extra step, go that extra mile.


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And I found a great formula for


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coming in and creating


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a presentation


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that will truly draw the biggest offers


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and create more net return for my sellers.


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And by doing that formula,

by using that formula,


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I can help them with rehabbing

and staging.


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I happened on all my own stage in company,

so being able to go in


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with high end stuff

and not worry about who's coming in


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and whether they're going to show

or how it's going to look.


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I know the look.


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I've taken my formula


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of helping those sellers


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present.


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You can only present one time

and we were ready to go to market.


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I make sure that everything is perfect


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and I have found that


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a company that you're involved in

and that's HouseAmphas made it possible


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for some of these sellers

who might not have the resources


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to get that stuff done


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in advance.


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They can

do this with no out of pocket expense.


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And as much as you you talk about that,

that formula, as much as it is


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logistics or logistical,

it's also personal.


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Right.


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Without a doubt.


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I have a habit of going to people


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and checking out what they're doing

and seeing what they're doing.


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You know, I've always had an expression

throughout my business career.


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To steal from one is plagiarism.


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To steal for many is research.


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And I found that I can go and learn

even where I'm at.


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At this stage in my career

as a business person,


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as an entrepreneur,

I will never stop learning.


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I will never stop listening.


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And it's not just listening


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to those who are around me, my peers,

but also listening to my clients


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and knowing what their ideas

and what their thoughts are.


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I am not a dictator.


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I am a listener and I like to direct.


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But I also like to take suggestions,

recommendations,


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whether it's from the peers around me

who are successful,


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those that might be getting successful

but also my clients.


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Sure.


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One of the things that I've been talking

about recently and covering


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in various ways is that the concept of pre

listing investments


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and I say concept

because it's a very fine line.


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There's these chances

to go way over the top and to spend


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entirely too much unnecessary money

on unnecessary things.


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But then there's also that the approach

where people say,


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Oh, this is my market as a seller

I don't need to do as much,


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but there is that very, very fine line

that having somebody


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with your skill set

and your, your objective liveness


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and the situation is able

to guide the seller to be able to say,


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this is what this is, that line,

here's how we can walk that line.


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You can maximize your return, but

you're not doing too much or too little.


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Correct.


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You know, I'm

going to give you an example,


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and then I'm going to talk a little bit

about where I get my ideas


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and where part of my formula comes from.


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First of all, I want to talk about staging


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the National Association of Realtors


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have stats out there that say,


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look, if you stage,

you're going to get 20% more offers.


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You're going to get more people looking


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you know,

I was just in a listing presentation


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the other day, and the seller told me,

I don't need your staging.


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I don't need to do that.

The market is hot.


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I'm going to have people coming in,

and then


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we're going to get so many offers,

it doesn't matter.


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I don't need to stage well, you know,


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the staging isn't just for the people

coming in and seeing it, it's


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also for the photography

and if I'm looking at empty rooms


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with walls

and flooring on those pictures on the MLS,


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or whether it's Zillow or or wherever

they're looking at those pictures,


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and that's that Zillow, that's where most

of your buyers are finding their pictures


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If you see a well staged room


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over another room that is empty with bare


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walls, you're

more likely to go see that property.


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If you're looking at a list,

you can only go see so many properties


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in a day.


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And in this market to be on top of things.


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If you see a beautiful stage room

next to that empty room,


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you're more likely to go see that house

that has that beautiful stage room.


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So you are.


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And if only one person and two people

it might be that one big offer or that one


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that's waived all the contingencies

and went to see the one that was staged,


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or the one with the nice paint or the trim

or the


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manicured lawn.


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You know, it's all in the appearance,


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that first appearance that they see.


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And there is another thing about that, and

that is, you know, I'm in such a hurry.


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We have to get this on the market today.


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And it's Wednesday

we're getting going into Thursday.


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And it's not quite ready.


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We don't have things right.


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You only get a chance to present one time,

especially in this market.


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We want to make sure.


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Sure.


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That first impression


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you know, even even a home

can only make a first impression once.


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That is correct.


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And it's all like I said,

and I'm going to keep going.


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You're going to hear a broken record here.


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It's about the net return.


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It's about what you're going to end up

with in the end,


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because that's what's important.


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Will you do business throughout the states

and really all over the world?


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And you've you've built

such a vast network around you


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in a short amount of time.


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Can you talk a little bit more about that

and how that kind of defines


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your approach? Oh, sure.


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I am with Keller Williams.


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Keller Williams is the largest real estate

firm in the world.


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It's we're in 60 plus countries all across


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the United States,


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although I'm not licensed

licensed in all those countries,


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and I'm not licensed anywhere

outside of Washington State.


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I do have a very large referral network.


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And what I do, if somebody that I know


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out there somewhere else, Chicago,


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where I spent many years at the Northeast,


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if somebody in my sphere is looking to


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make a transaction real estate,


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whether it's a purchase

or selling their home,


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they can reach out to me

and I can interview a group of agents


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in a local office near them and come up

with somebody that will fit their needs.


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I don't just wear something out

to refer it out


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I actually get on the phone

and I call those offices.


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I talk to the team needs, I talk to those

that are on the A.L.S.


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as I am.


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Who's the best fit for this client.


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So I'm able to refer out

not only to an office that's within our


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Keller Williams family.


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But also to find the right agents

that would be the right fit


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for that client anywhere in the world


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and furthers that personal approach.


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Your you truly in all facets of what

you do or practicing what you preach.


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Absolutely.


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I want to do what's best for the client,

and I don't want to just


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turn somebody over to somebody that


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to get that commission check,

because that's not what it's all about.


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It's about doing

what's best for the client


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because what comes of that referrals, it's

a referral business.


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I want to make sure that

when I get somebody to sell your home or


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if I sell your home, you're going to have

an experience that's going to say


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the next time you hear of somebody else

or when you're ready again,


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you're not going to hesitate.


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You're going to want to refer business to.


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That's right.


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That's right.


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Craig, if people want to get

in touch with you, how can they do so?


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A really easy to remember my phone number.


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It's 425391 in 2000.


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Again, 425391 2000.


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My email address is Craig

Walker at KW dot com.


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Reach out any time.


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Wonderful.


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Craig, a pleasure to speak with

you and you.


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You've got a tremendous amount

of knowledge to share.


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And you've you've obviously built

such a prestigious career


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in a short amount of time

and we look forward


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to continuing to hear from you

as time progresses.


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Thank you so much, Seth.


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I really appreciate the time as well.




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