by Kaira Sturdivant Rouda

It’s better to give than to receive. At least to give first. Then receive. It’s the way to build real relationships, deeper relationships, but some of us have forgotten that principle during the boom years. It’s probably time for a reminder.

Let’s take real estate, for example. It’s tough, not just for homeowners but for everyone in real estate these days. Especially those on the front lines. We’ve seen business dry up, and real estate agents leave the industry in record numbers. But those who are staying are just the people you want to work with to buy or sell your next home. Why? Because they have passion for the business and for the people they serve.

Realtors who are committed to making it through these tough times see the glass half full. They know the market will rebound. And they know their innate value. What’s more, they are committed to giving more to their clients than ever before. The real estate agents who survive and thrive in this market give first. They communicate and relate to their clients - women make or direct 91 percent of all home purchases - on the clients’ terms. And they appreciate each and every client, now more than ever.

The Law of Reciprocity applies to real estate sales - and to every business. Consumers are unsure, and in many cases, just plain scared. What are you doing as a business to give back to your customers? And this is not just about discounts - especially if discounting doesn’t fit your brand’s positioning. It’s about caring.

Maybe it’s as simple as saying thank you? As Albert Schweitzer said, “The greatest thing is to give thanks for everything.”

And today, in business, we need to give, to appreciate, each and every customer like never before.

Kaira Sturdivant Rouda is author of Real You Incorporated and President of Real Living, a national residential real estate franchise. She is thrilled to be a speaker at the Marketing to Women conference with the topic: “Home is where the purse is”.