Keynote Speaker Michael J. Maher Explains How Generosity, Appreciation Build Business

“I’m not here to change your mind,” NVAR Opening Convention Keynote Speaker Michael J. Maher said on Oct. 11, “I’m here to make you look at things slightly differently.” 

Maher, whose best-selling book, The Seven Levels of Communication: Go from Relationships to Referrals, earned him the title of “The King of Referral Building,” is intent on changing the way Realtors® do business.

To prosper, he said, Realtors® must change their mindset about how success happens. “Success isn’t a 180-degree turn; it’s a 1-degree tweak.” He quoted Stephen Covey, who wrote in The Seven Habits of Highly Effective People, “begin with the end in mind.” Maher asked his audience to consider how they wanted to be remembered and what they wanted written on their tombstones. To be truly successful, he said, you need to align what is written in your business plan with what you want written on your tombstone.

“A Realtor® who puts energy into generosity attracts people because they are seen as an ally rather than a nuisance."

Maher said that his formula for success is Generosity+ Appreciation = Prosperity. “This,” he said, “is not fluff. It is a kinder, gentler, yet more productive system,” because a business based on generosity leads to reciprocity. 

Underlying this formula are three principles:
1) Give first. Be generous; give massive value first.
2) Give thanks. Hone the art of expressing appreciation. 
3) Give back. Partner with a cause or a charity. 

Practicing these principles will make you more attractive to people and they’ll want to reciprocate your kindness in the form of referrals, help, and good will. 

Noting that 80 percent of Realtors® are out of business within four years, Maher described how the present method of selling causes burn-out. 

THE DEATH OF A SALES TECHNIQUE
The chase cycle is the current sales technique, Maher said. The Realtor® chases clients. This automatically triggers a “fight or flight” response in the client, who does what any hunted animal would do—either avoid the Realtor® or engage in a passive-aggressive struggle for dominance. 

THE SOLUTION
“Quit chasing and focus on attracting.” A Realtor® who puts energy into generosity attracts people because they are seen as an ally rather than a nuisance, Maher explained. Proactive generosity leads to a cycle of reciprocity and more referrals. The beauty of the referral cycle is that it’s self-perpetuating, he noted.