Tips on improving Business Communication in Real Estate from the realtor Bruce Lesser.
Bruce, a seasoned real estate professional with over 40 years of experience, business communicator has built a remarkable career through perseverance and dedication. His journey, however, did not begin in the real estate world. Initially, Bruce aspired to become a full-time police officer after graduating from San Diego State. Unfortunately, a medical issue with his back, discovered during an X-ray, ended that dream. Despite this setback, Bruce’s commitment to public service remained unwavering, as he continued to serve as a volunteer reserve officer in Northern California.
“I consider myself a senior citizen now, but I’ve been working the streets for 45 years as a volunteer cop,” Bruce reflects. Unable to pursue a full-time law enforcement career, Bruce returned to Northern California, where his uncle offered him an opportunity in the real estate business. “My uncle had a small real estate company, and he basically felt sorry for me and offered me an opportunity to work for him. I got my real estate license, and fast forward 40 plus years later, that’s my bread and butter.”
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Bruce’s real estate career flourished, but his passion for law enforcement never faded. He recently took on an additional role as a code enforcement officer for a public utility, thanks to his daughter joining him in the family real estate business. “Having my daughter work with me freed me up to do this. I’m out here playing a patrol officer for this utility right now, and that’s where I am today.”
One of the most fascinating aspects of Bruce’s life is the seamless way he has managed to balance his multiple roles. He has been married for over 40 years and continues to serve his community in various capacities, including his longstanding volunteer work in law enforcement. “It’s crazy, I know, but I’ve never earned a penny from my volunteer work. My wife thinks I’m nuts, but it’s something I love doing.”
Bruce’s unique career path has provided him with a wealth of business communication experience, a skill crucial in law enforcement and real estate.
Here are some key strategies Bruce emphasizes for improving business communication in real estate:
- Treat People with Respect: “When it comes to just personal communicating with people, whether it’s in real estate or on the streets as a cop, at the end of the day, you just treat people with respect. The golden rule pretty much applies when wearing both those hats.”
- Leverage Continuous Training: Bruce has undergone extensive training in law enforcement, which has also influenced his approach to real estate. “In the police department, we go through a lot of continuous training, year after year, on things like crisis intervention, de-escalation techniques, and conflict resolution. A lot of that, not all of it, but a lot of it, I can carry into the real estate field as well.”
- Build Trust with Clients: One of Bruce’s key strategies in real estate is building trust with his clients, a skill he honed during his years in law enforcement. “There’s a natural distrust when you’re seen as a salesperson. I work to earn their trust and help them see me as a colleague rather than just a salesperson.”
- Use Personal Connections to Break the Ice: “My relationship with my daughter, who works with me, also helps break the ice with clients. The father-daughter team has become a well-known real estate brand in the East Bay area.“
Bruce’s creative approach to real estate marketing extends beyond traditional methods. He once created a campaign called “Where’s Bruce?” where he would take photographs in recognizable community spots and challenge locals to guess the location. This, combined with his longstanding commitment to law enforcement, has drawn considerable attention to his real estate business.
Reflecting on his dual careers, Bruce acknowledges the unexpected benefits of his volunteer work. “An unintended consequence of my volunteer police work has been a boom to my real estate business. I would say roughly 75% of my real estate business is somehow connected to my association with law enforcement.”
Bruce advises young realtors to find a passion and volunteer in that area. “Volunteerism is a huge business opportunity. Your intent shouldn’t be to make money off of it, but if you’re a good person and you stick with the program, it can be incredibly rewarding.”
Throughout his career, Bruce has remained committed to his community, both as a realtor and as a volunteer officer. His story is a testament to the power of dedication, effective business communication, and the impact of combining one’s passions with professional life.
SHARING IS CARING
