Christian Real Estate Professionals

Perception Is Reality in Our Industry, Too

I started a small marketing company in 1996, leaving behind the fascinating and glamorous world of retail and restaurant management. I was 25 years old, and I was tired of working for someone else. Much of our focus for my fledgling venture was on selling marketing and printing services to real estate agents. I quickly realized that many of our customers were making really good money, and some (most?) of them weren't even that sharp. Real estate couldn't be rocket science, right?


The truth is, real estate isn't all that difficult, as long as you understand a few key concepts, namely:

  • It's an emotional decision when someone buys a house, whether it's their first or their 51st home.
  • People want their agent to communicate with them....often.
  • It's important to be flexible. Things don't always go as you might think they will.
  • It's critical not to take things personally. Some "clients" will take advantage of your time and expertise. Period.

But I digress. I have a larger point I wanted to make here.

I was thinking about the current apparent upswing in our market, at least here in Austin, and the old advertising and marketing adage certainly applies to our industry:

Perception Is Reality.

What does this mean, though?

Well, in the world of marketing, it means that whatever your potential customer or client perceives to be the truth becomes the truth about your business. If you're considered to be reputable and service-driven, your business will likely grow accordingly. Conversely, if your company is known to be filled with ripoff artists, I'm sure you can guess what your long-term prospects will be.

There's one thing that I've witnessed for years in this business, and it's intriguing to me. I'll do my best to explain it within the confines of this post. Basically, our economy is simpler than pundits would have you believe. I don't intend to simplify it to the point of inaccuracy, but local and national economies often rise and fall based on one simple item: Perception.

If people think that the sky is falling, they retreat into their home and stop spending money. This applies to real estate, perhaps even more than the majority of other industries. I saw this most clearly in the wake of 9/11, when just about all non-necessary moves were put on hold for months. The stock market fell precipitously as well. Why? Perception. The infrastructure of our country wasn't destroyed, but people were understandably afraid, and it sent shockwaves through the economy.

Conversely, when the home buying public perceives that "things are getting better or "the market is picking up steam", they begin to buy again, or even to invest in property (side note: you might as well invest in real estate - it's better than any bank return out there today). When people spend, it magically gets better. Amazing, huh?

I'm not the type of real estate broker who always tells my friends and clients that things are going well. We've made it through a really rough patch and survived a downturn, and we're not out of the woods yet. Old-school real estate training taught me to always say, "Great!" when asked about how the market is going. I can't do that. I can now say, however, that things are truly busy for me right now, and I hope it continues.

Thanks for reading!

Photo credit: Aristocrats-hat via


If you're looking for a home in the Austin area, you can also visit my primary website at  Thanks!

Comment balloon 35 commentsJason Crouch • July 20 2011 02:16PM
Perception Is Reality in Our Industry, Too
I started a small marketing company in 1996, leaving behind the fascinating and glamorous world of retail and restaurant management. I was 25 years old, and I was tired of working for someone else. Much of our focus for my fledgling venture was on… more
Fran's Friday Forum… Counting My Blessings And Debt Ceiling…!!!
After a week of troubleshooting my internet access problems and listening to the debates in Washington about raising our nation's debt ceiling… I've concluded that there are no easy answers… In fact… there are no dumb questions… BUT.. there… more
The Art of Servanthood
Zig Ziglar's quote, You will get all you want in life if you help enough other people get what they want It's tried and true especially in the service industry such as ours: real estate. It's always refreshing to hear a new client come up… more
Fran's Friday Forum… Baseball.. Baseball.. Baseball..!!!
I can't seem to get Georgia Baseball off my mind…!!! My Phillies have a three game series with The Braves, Followed by The MLB All Star Game all while my youngest son, Jared will be participating in our City County League 12U playoffs this… more
Fran's Friday Forum… Taking Some Time Off…!!!
It's the Friday before our 4th of July weekend… The weather is beyond gorgeous here in Southeastern Pennsylvania and BBQers countrywide are preparing their delicacies, while the early morning sun combines with those feathered chirpers and… more
An Open Letter To Catholic Politicians… LIVE BY THE RULES…!!!
The recent news out of New York regarding legalization of ‘same sex' marriage, and particularly as aided and abetted by Catholic politicians has caused me to write this post…!!! A message to ALL CATHOLIC POLITICIANS : Before you describe yourself… more
Seattle RainCamp & ActiveRain's 5th Anniversary Party - What a…
Seattle RainCamp & ActiveRain's 5th Anniversary Party - What a TRIP! Who would have traveled across the country to be a part of ActiveRain's 2nd Seattle RainCamp and participate in ActiveRain's 5th Anniversary celebration? Well, ME! … more
Fran's Friday Forum… John And Barack…!!!
It seems these days that every move our President makes is counter to my Christian beliefs…!!! I ask myself… WHY…??? I respect the office of President no matter who resides there… I refuse to demean our President yet unlike some democrats… more
Fran's Friday Forum… LOVE, SWEET LOVE…!!!
Fran's Friday Forum… LOVE, SWEET LOVE…!!! I recall the words of that old tune… I'm not even sure who sang it, nor who wrote it, but the words ring true… ‘What the world needs now is Love, sweet Love, it's the only thing that there's just too… more
Left Side Story… OUR GRAND EXPERIMENT… OR… Making Left Right…!!!
I remember as a young boy walking to and from grade school. The crossing guard, an actual policeman on a walking beat, would affectionately refer to me as ‘LEFTY'…!!! After many months, I got up the courage to ask him why ‘LEFTY' since everything… more