Saleswoman for the 21st Century

We hired a man several years ago. He was a great salesman, but he tended to see real estate as a dog-eat-dog business. All he wanted was to close the deal. That meant he couldn't be honest with people. With him, everything was gray, everything was vague.

But this business isn't about wheeling and dealing. It's black-and-white -- there's no gray. If the roof on a house has structural problems, I tell the potential buyer. If I think a buyer is making a decision that involves living beyond his means, I tell him. When you treat people that way, they're not only happy to give you a commission -- they become raving fans. Many customers leave a transaction feeling confused, fuzzy, and vaguely uncomfortable about what just happened to them. My clients not only walk away with a positive feeling -- they know exactly what happened to them.

For more information about Century 21, visit the Web (www.century21.com). You can reach Marty Rodriguez by email (cmarty21@aol.com).