Becky Jackson

Becky Jackson Principal Broker The Jackson Group at Realty Trust 503-416-4177 My compliments and thanks to Brad Inman and the entire panel. I have listened to this program two times to capture the many layers of thinking offered. My notes and the ideas they have led me to will be folded into my new plan for 1009! Becky

Becky Jackson Principal Broker The Jackson Group at Realty Trust 503-416-4177 Your claims resonate as a message we may all be aware of but not speaking. We offer more and more incremental services to customers, because we think they distinguish us from each other or prove our competitive advantage. Not so! What our customers hear is that what we call ‘competitive advantage’ is only ordinary, ‘free’ and commonly available services - so of little value. What we don’t do, and should, is show our customers what matters to them in a real estate transaction and how we help them take care of those issues. They may think stuff like print advertising matters because they want to see us spending some of that 6% fee for their sake. That is because we don't tell them what we do that really matters to them. What they should hear from us and understand is the far more significant value we offer by virtue of the knowledge we hold. What is really meaningful to our customers, if we show them, is not how much of our ‘possible’ commission we can spend to promote a listing. It is the knowledge, skill and insight we have for all of the steps, nuances and hurdles of a real estate transaction – all of which have huge personal and financial significance to the people involved. If we show them how our knowledge helps them with their lifestyle and their bottom line, they will notice!