Myra Nourmand
Nourmand shows that putting people first isn’t just about giving gifts and tapping into your existing connections; it is about micromotions that signify that you care and mount up to take you that extra mile. From presenting offers in person to dissuading clients from purchasing properties that she felt weren’t right for them, Nourmand emphasizes that “it’s not just about the commission, it’s about the relationship.” And it’s why she only works with repeat clients now—even having made seven sales for the same client over 30 years. Of course, building relationships that turn into repeat customers isn’t just taking action but also being a resource. “You need to be the expert. You need to show them that you will guide them in a very, very easy way for them to make the right decision,” Nourmand says. She explains that with the assessability of information, if you aren’t more informed than your client, they don’t need you, and your business depends on them needing you. While becoming the expert your clients need requires hard work, Nourmand says, “This isn’t rocket science; if you put your effort into this, there’s a way to be successful.” Starting before the technological boom of the late 90s and early 2000s, Nourmand says she learned to do things the long way, stopping at payphones to make calls when hitting the pavement and “driving up and down every street to see if any [for sale signs were] being put out.” She explains that while today’s tools can make the job much easier, it’s important not to lose that human touch that only good old- fashioned hard work brings. She says, “Learn your craft, go see as many houses you as you can…make a mental image of everything you’ve seen. How big the lot was, how big the house was, its amenities, the location… even if you don’t have a buyer.” Learning requires time, which Nourmand has noticed isn’t always what those new to the field expect. She cautions not to anticipate the results you see on “reality” TV and that it’s important to note that Noumand’s insights come from the other side of a decades-long successful career that started at a very different time. She says: There’s no separation today between work and pleasure and family time because everybody has an email, a text, [and] a phone. So you have to be able to understand how fast life is moving, and you have to be there to be able to There’s no separation today between work and pleasure and family time because everybody has an email, a text, [and] a phone. So you have to be able to understand how fast life is moving, and you have to be there to be able to move as quickly… It’s nonstop, and you have to be prepared for it if you’re going to be successful.
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