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Selling at the Safest Speed By: Carl L Carter, Jr.

Take time to examine your business practices, verify client identity,
set firm boundaries, and articulate these boundaries clearly.

It’s no secret that we live in the age of instant gratification. Examine your business practices. Look closely at when and
Buyers, sellers, and real estate agents all share a common de- where you meet new clients, what you do to verify their iden-
sire: give us what we want now. Don’t make us wait, don’t let it tity, and how you listen and learn when another agent shares
be incomplete, and don’t waste our time. And why not? Many details about an unpleasant experience.
industries, including parts of our own, have shifted business
models to fulfill these desires based on consumer demands Verify the identity of those you are representing. If the cli-
and technological advances. ent’s email address is John.Doe@...,don’t assume that you are
working with John Doe. Obtaining valid photo identification,
But there are times when we must accept that now isn’t fea- preapprovals, and proof of funds will give you a better under-
sible, such as arriving at Clinton International Airport in standing of your client’s identity and needs.
Little Rock at 4:45 P.M.for a 5:00 P.M.departure, which is not
going to work out for anyone. Tragedy on a large scale quickly Set firm boundaries. Decide where and under what circum-
reshaped security regulations at airports. The new regulations stances you will meet new clients. Hold the first in-person
are intended to keep airline passengers safe regardless of any client meeting in your office or in some public place. Obtain
inconvenience these regulations may cause. the information you need to vet clients before traveling alone
with them to see a property.
Buying or selling real estate doesn’t have any regulations to
keep real estate agents safe. Many argue that it is the respon- Articulate these boundaries clearly. You’ve likely seen a real
sibility of each individual agent to decide which steps to take estate agent apologetically stumble through safety discussions
to ensure personal safety. I take issue with this mindset. Are with clients. Don’t be that agent. Instead, turn what could be
most real estate agents aware of the dangers? Do they take any an awkward conversation into an opportunity to show your
precautions or are they simply conducting their business as professionalism and let your clients know how much you care.
rapidly as possible to keep up with consumer demand and the
desire for instant gratification? In short, adjust your sales approach to ensure that you are
always selling at the safest speed. Slowing down may lead to
My mom, Beverly Carter, was a hardworking broker in Annis- increased client satisfaction. Spending a little extra time in the
ton, Alabama. She loved her clients and worked tirelessly to be beginning may save time later because you’ll show property
the best possible agent. It took only one appointment to end only to serious buyers. And it could even save your life.
her life. She was working with a husband and wife who were
relocating because of work. What was there to fear? She didn’t Carl Carter, Jr., is a REALTOR® and the
do anything wrong; she simply didn’t know to do anything founder of the Beverly Carter Founda-
more. tion, a 501(c)(3) nonprofit organization
dedicated to improving safety for all real
Although many agents in our industry have been victimized estate agents. Carl’s mom, Beverly Carter,
in some way, these incidents haven’t resulted in substantive was a REALTOR® who lost her life while
change. doing the work she loved. Carl’s email
address is Carl@BeverlyCarterFounda-
I am a REALTOR®, and I am often faced with the dilemma of tion.org.
converting a lead now versus taking a few extra steps to ensure
that the person with whom I am working is a legitimate client
and not a criminal. I have felt the sting of losing potential
clients because I refused to meet them at a property before
verifying their identity.

My experiences both as a real estate agent and as a speaker
sharing my mom’s story with thousands across the country
have inspired me to develop the following tips for selling real
estate at the safest speed:

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