What I have observed in the current marketplace—specifically for real estate agents—is a widespread lack of professionalism. 

People are getting way too casual and getting into the friend zone with their clients, which will ultimately hurt your business. 

Every single conversation, every interaction should be treated as if the relationship is on the line, and everything needs to be done perfectly. 

And that starts with professional communication. 

I say that because professional communication is something that’s lacking right now. You see people writing things like “LOL,” “Ugh!” “Oh, sorry, can’t do that,” and there’s not the level of professionalism that the consumer wants—and deserves—right now. 

That leads me to the Seven Cs of Professional Communication

If you use these principles, you will have more effective conversations that convey a professional message. It will also help you come off as the knowledge broker in your respective business, no matter what it is. 


Have a clear objective with your communication. Avoid using jargon, and have a very clear intent. Use words that aren’t going to confuse people or make them wish they hadn’t answered the phone. 

Real estate agents do this all the time. They talk about LPV and appraisals and all these things that they think people know—or should know. And they may not. 

So, get clear on your intent and use clear language that everyone can understand. 


If I’ve got a ten-paragraph email, I’m not reading it. And this goes not only for email but for texting and phone communication, too. The person that rambles on—and goes off on tangents that have nothing to do with what the client or prospect needs—loses often. 

Show enough respect for other people’s time to get right to the point and stay focused.

Brief, well-delivered messages are more memorable and more impactful. And the more details you include, in some cases, the more challenging you make it for listeners or readers to follow and recall, especially if it’s something new to them. 

Keeping it short and to the point with very clear language can go a long way. 


This means letting people know what’s going to happen next. Don’t assume your clients and prospects know what you’re thinking and can fill in the blanks. 

Go through all the different options that are available—and everything that’s happening—and make sure you’re completing your thoughts and using complete and clear sentences. Complete the message: “If this, then that.” Spell everything out. 


Ever listen to someone and have no idea what they’re talking about? That’s another common problem. And much of the time, that has to do with the structure of the message—how you’re phrasing your words.  

You want to make sure it’s easy to understand. So, keep it simple.

Again, you want to really avoid using jargon and any words and phrases that people outside the industry generally don’t get. 


Giving false information and just answering questions because you’re afraid you don’t have the answers is one of the stupidest things you can do as a professional. If you don’t know something, simply admit that and tell them you’ll find the answer and get back to them as soon as possible. Then do your due diligence and keep your promise. 

Also, be sure to proofread your work. Make sure it’s punctuated properly. Make sure your facts are accurate. Because if they’re not, people will start to question and doubt you, and your communication may be rendered useless. 


Your communication should be logical, specific, and valid. If you’re giving advice, which a lot of us do, use evidence from credible sources to enhance the communication. Adding examples is a great method. Share relevant facts and statistics. 


“You catch more bees with honey than with vinegar.” You’ve probably heard this before. It’s not only good manners; it’s also acknowledging your audience and the person that you’re talking to by showing respect, making eye contact, speaking politely, and delivering your message calmly. 

Yelling and screaming is something real estate agents love to do, and it’s rarely effective. 

When you follow these seven principles, it’s going to increase the level of professionalism. Stop being the casual agent. Stop trying to befriend your clients. They’ve already got enough friends. They don’t need you to be their friend; they need you to be their professional knowledge broker and their advocate. 

That’s what consumers want, and your communication style can directly affect how they perceive you. 

Make every communication count.