many of you will disagree with this...

Some of you will definitely not agree with this because I see how you do business. 

🗣️ Seth Godin’s quote, “Marketing is no longer about the stuff you make but the stories you tell,” takes on new significance in the wake of the Sitzer Burnett lawsuit, where attorneys portrayed real estate agents and brokerages as greedy, sneaky, and overpaid.

This negative narrative has further impacted how the public views the real estate industry, but it also presents an opportunity for us to reclaim our story. To do this, we need to shift away from talking about our accomplishments—how great our brokerage is or how many homes we’ve sold—and instead focus on asking the right questions and sharing stories that show genuine care for our clients. This isn’t just about selling homes; it’s about restoring trust by demonstrating that we are committed to understanding and serving the unique needs of each person we work with.

📻 In an interview I did earlier this week with best-selling author Phil M. Jones, who wrote the book “Exactly What to Say”, he mentioned that our biggest opportunity right now is to ask more questions. (Yes it’s recorded and it’s on our YouTube channel for Lab Coat Agents). Every client interaction must start with meaningful questions that uncover where they are and what they need. When clients feel that you’re invested in their individual situation—not just viewing them as another transaction—they begin to trust you. This trust is built when we focus not only on their current needs but also on how we’ve helped others in similar circumstances.

By focusing on stories about the people we’ve truly helped and reemphasizing the needs of the person in front of us, we show clients that their concerns are heard, understood, and valued. The connection goes beyond a transaction; it’s about making them feel seen as people, not numbers.

Incorporating this approach allows us to reshape the perception of our industry by embracing vulnerability and humility. We acknowledge the negative narratives that have circulated, but through empathy and a deep commitment to client care, we rebuild trust together. By focusing on their unique stories and needs, we create a partnership with clients, inviting them into a journey where they feel valued and understood.

This is how we take back control of the narrative—not by talking about ourselves, but by showing, through action and story, that we are here to serve and care for them, as people first, clients second. ❤️

Best regards,

Tristan Ahumada
CEO | Lab Coat Agents , Y Realty
Co-Founder | A Brilliant Tribe
Realtor and International Speaker
YRealty LIC #02202700