You have probably been getting dressed without much help for several years now, but since this subject has received so much attention, I'd like to discuss it. How you dress probably will not be the determining factor in whether you succeed or not. An inability to dress acceptably didn't even make the final list in my survey asking why people fail in real estate (see Appendix A). That doesn't mean it isn't important, but it does suggest that all you need to follow are some common-sense guidelines. Here are a few from my experience.
First, you should not dress to be noticed. If what people remember about you is the tight skirt or the lime green leisure suit, you made the wrong kind of impression. Second, dress for the occasion, keeping in mind the standards of the community. If you are going to talk to the president of the local bank about listing her home, naturally you would not show up in jeans-but jeans might be exactly right for talking to the local dairy farmer about selling his place. For your everyday attire, consider what those in your town who are successful in real estate wear. In some places, it will be jackets and ties for men and dresses for women-but not everywhere. As one survey respondent said about his locale: "This is a blue jeans society. Acoat and tie arouse suspicion." Finally, don't feel compelled to rush out and buy a new wardrobe-unless you are looking for an excuse to do that. (And if you do, men, please don't buy a loud and tasteless plaid sports coat, the stereotypical trademark of the pushy salesman).
ARRANGE FOR WHEELS
Having dependable transportation is a necessity. Ideally, you should have a car that is comfortable, clean, and, above all, safe. Late-model, fourdoor, midsize sedans seems to be what many agents drive, but you'll see everything from VW Bugs (rare, I admit) to the hot new sports utility vehicles. If I lived in an area where it snowed frequently in the winter (I do), I would own a vehicle with four-wheel drive (we do). The cost of gasoline makes it imperative that you use a reasonably fuel-efficient car. Whatever you use, be a fanatic on safety, for you can leave yourself open to a lawsuit if someone is injured because of your negligence. Make certain your auto insurance company knows your are in the real estate business and that you do have adequate liability coverage.
When children come along, you will be faced with a special challenge, for most youngsters would rather go to the dentist for a root canal than look at houses. You may wish to keep a "kids' kit" in your car and stock it with reading material to occupy them for at least part of the time. (Do not provide crayons and a coloring book, or you may find purple marks on your beige upholstery, and do not leave anything within reach that could be ingested by a curious and hungry toddler.)
THINK SUCCESS AND RATE YOUR PROGRESS
How does a successful and professional real estate agent act? It will be hard for you to know before you even start, but you probably will have formed some kind of mental image. Sharpen that perception as you gain experience and through observation of others whom you admire. Here is a suggestion: Establish a rating guide for yourself in which you list factors you conclude are important for success. Periodically evaluate your own progress, since it is unlikely that anyone else ever will in a formal way.
To help you, I have prepared a hypothetical evaluation on a fictitious agent who has been in the business for two years (see Figure 4-2). It contains rating factors that most real estate professionals would agree are critical, and the comments are descriptive of an agent who has done a superior job. It is based on both my own personal observations and discussions with brokers who have had extensive experience supervising new salespeople, and it may be useful to you in establishing your goals and grading yourself.