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Think about the roles you play in your industry.

Are you more of a salesperson — or an advocate?

Can a person be both?

In our industry (real estate), we often grapple with these questions. On the surface, there does seem to be some natural overlap. On one hand, we engage in transactions. There’s a product — a piece of property — that passes from a seller to a buyer, and we promote that passage. At the same time, we are bound as fiduciaries to put the best interests of our clients ahead of all else. That is advocacy.

Whether in business or daily life, I encourage advocacy over sales. We’re living in an era marked by the staggering loss of public trust across several sectors. Now more than ever, being an advocate rather than a salesperson is a way to build that trust. And it’s easy to do.

Here are the critical differences between them:

Salespeople stand opposite you. Advocates stand with you. The trope of the sleazy salesperson comes from an experience we’ve all had. You’re going about your life when, out of nowhere, you find yourself in conversation with someone who just. won’t. stop. It’s you against them in a draining, dizzying clash that feels like a battle you never wanted. You don’t want to be rude. But it’s clear this person won’t let you get back to your day until you have done what they want. If you’re on the phone, at some point you hang up. Here’s the thing: exchanges like these are dehumanizing from the start. For both parties. They can’t be anything else because they don’t leave room for connection. When salespeople pre-determine your needs before you’ve spoken, they block their own ability to ever help you with anything. Advocates do the opposite. They foster authentic, long-term understanding by meeting you where you are. And, funny enough, they get more “yeses” in their willingness to take “no” for an answer.

Salespeople focus on outcomes. Advocates focus on you. In other words, advocates are open, letting life unfold naturally. Unlike salespeople trying to meet a strict quota, advocates sincerely want to help you. They’re here for you today, tomorrow, and forever. They don’t disappear once you’ve transacted. They care if you succeed, and there’s a level of personal investment in your long-term well-being. You can rely on them for their expertise, and they’re able to be creative in how they wield their knowledge and skills to benefit you. Most crucially, their integrity is unflagging. They’re willing to walk away if they realize you need something different than they can offer.

Salespeople define your goals. Advocates help you voice them. How do you like it when someone speaks or acts as if they know you better than you know yourself? I know I hate it. Salespeople come off as presumptuous. Being an advocate for someone means empowering them to use their voice – giving them room to speak and listening to what they share. In doing so, advocates equip themselves to serve each person in a way that aligns with that individual’s true values, goals, and interests.

We’ve all heard of “good” salespeople and “bad” salespeople. Recall all the good ones you’ve encountered in your life and work. The ones you feel grateful to have met. The ones who made a positive impact on you. The ones who are still in your life today. I’m willing to bet those people were “good” because they were actually advocates for you the entire time. People like that are out there. Go find them.

Most importantly, be them.

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YOUR HOMEWORK: This month, keep your mind open to true advocates out there in the world. These are the “good” salespeople. The opposite of every negative cliché. To be sure, they’re rare. But they do exist. The world makes it easy to feel cynical and wary of everyone we meet, thinking they all selfishly “want something” from us. The advocates out there can feel those walls up, just hoping for the chance to show you they’re on your side.

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THE RUIZ GROUP
of Keller Williams Realty

Led by Pete Ruiz, REALTOR®​
DRE: 01974535