An Interview With The Callaways, Authors of - REALTOR.com Lockbox

Putting clients first is a philosophy that most Realtors adhere to but sometimes we all need a little reminder. JoAnn and Joseph Callaway, known as Those Callaways around their area of Scottsdale, Arizona, have taken what they have learned through years of working in the real estate industry and distilled it into a new book, Clients First. Together they have sold over a billion dollars in real estate. Their book details how the client is kept at the center of the transaction and provided with an expert at each step of the real estate process. JoAnn Callaway still negotiates every contract, Kelly Callaway still lists every home and Joseph Callaway still creates every advertisement. At Those Callaways clients are treated to holiday cards, blog contests and continuous fun. We asked Those Callaways, about writing the book, attending NAR annual, and why philanthropy is an important part of doing business.

Why was it important for you to write this book?
There?s an interesting story behind Clients First, and we actually tell it in the first chapter. Back in 1999, when we were still pretty green (it was only our third year in business), we were speaking to an audience of real estate agents at Mustang Library in Scottsdale, Arizona. After the presentation a lady in blue came up to me and said, basically, ?I?ve been a realtor for 20 years and I?m not successful. Will you tell me your secret??

So I talked for 20 minutes or so about all the things we did to take care of our clients and make them feel like the most important people in the world. She listened patiently and then, at the end of my explanation, said, ?I know all that stuff. Now will you tell me the real secret??

I couldn?t answer her question! At the time I was devastated. So Joseph and I starting writing notes on all of the special things we did for clients. Over the next seven years or so we collected all of these notes in a box.

Flash forward to 2006: Joseph and I were sitting in Harper?s Restaurant in Charlotte, North Carolina, and Joseph said, ?So what are we going to do with all those notes?? I said, ?Oh, I was thinking we could turn it into a pamphlet to give to brokers and real estate agents.? And that?s when Joseph said, ?No, I think we?re going to write a book.?

So that?s how it all started. Of course, after that, it took us four more years to really start writing! It was very hard to put Clients First (the philosophy, I mean) on paper. We knew it all and we felt it all, but explaining it was not a simple thing. And that?s why, now that the book is out, we?re so thrilled with it. We finally captured it.

Anyway, I guess that?s the long answer. The short answer is that people are looking for a ?magic bullet??one thing they can do to be successful?and we want to give it to them. Putting clients first?really putting them first?is that magic bullet. It makes everything easier?by far. When you figure out how to do it, then everything else falls into place.

What has the response been from agents and brokers so far?
It has been amazing. People get really emotional when they read this book. One man told me that he was in Princeton when the storm came through and he read the book by candlelight. He said that years ago he had an experience with a client that was similar to what we describe?but that he never ?got it? until he read our book. When he was telling me this, I cried like a baby.

I think when realtors and brokers read Clients First they suddenly feel empowered. Being able to frame this whole philosophy of work?of life, really?in simple terms changes everything. People realize that this is something they can do, and it is very effective. Plus, it feels really good to do this stuff.

What was the best part of the recent NAR Convention for you?
We looked forward to seeing old friends, seeing new friends, and talking about the book. It is just so great to be a part of the real estate community. I am absolutely crazy about it.

You know, I have never been as proud of our industry as I have been here in the aftermath of Superstorm Sandy. The New York and New Jersey real estate communities really came together and offered up office space and homes to stay in and helped out in so many other ways, too.

I truly believe the best citizens in this country are Realtors. If people need help or are having a hard time, you can count on realtors. It?s the part of real estate most people never see. Behind the scenes, we are a tight-knit group and we care about each other. And it?s that kind of spirit that makes me really look forward to getting together with my community, my chosen family.

Part of your book centers on the commitment you make to clients. How do you convey this message in a way that is genuine and not just a way to build your personal brand?

Writing this had nothing to do with building our brand! In fact, I suspect there are some places in the book where our personal brand suffers. We wanted to be completely honest about the mistakes we?ve made, the breakthroughs we?ve had, and everything in between. If parts of it cast us in a less-than-perfect light, then so be it. We?re not perfect.

Actually, telling the truth is one of the cornerstones of the Clients First approach. It isn?t all sunshine and roses. We?ve had to tell some tough truths and we?ve had some clients who were really difficult. At the time, they weren?t impressed with our personal brand at all! But we find that in the end, the harder the client is to deal with, the bigger advocate they become.

We got a letter from one gentleman telling us how wonderful his experience with us had been. Anyone who witnessed what a difficult transaction that was would never believe that man wrote that letter! Anyone can please a client when it?s smooth sailing. When it?s tough, that?s when the real work and the real commitment come in.

You mention donating to Habitat for Humanity. Why is that cause important to you and do you feel it is important for agents to include philanthropy as part of their ?Clients First? philosophy?
You know that famous quote ?To whom much is given, much is expected?? (I think it?s originally from the Bible but it?s been quoted by a lot of leaders over the years.) That?s the philosophy I live by. I believe it is our responsibility to help others. And as I mentioned before, I think this comes naturally to realtors.

There is something about the intimate relationships we develop that makes philanthropy a perfect fit. Being inside people?s homes during the good and bad times of their lives?seeing their photos and their kids? refrigerator art and how they love their pets?all of that creates a deep commitment to helping humanity.

It?s a real gift to be able to make a living doing this, and it?s one we should repay in every way we can.

Source: http://lockbox.realtor.com/realtor-marketing/an-interview-with-the-callaways-authors-of-clients-first/

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