Realtor® Safety Month: Set the Expectation of Safety in Your Business

Editor’s note: This is the first article in a two-part series for Realtor® Safety Month. For additional safety information, register for PAR’s Realtor® Safety: Tips to Keep You Safe webinar at 10 a.m. on Friday, Sept. 10.

Twenty-three percent of Realtors® work in fear, according to the National Association of Realtors® 2022 Member Safety Residential Report. Additionally, 2%, or about 30,000 were victims of violent crimes such as assault, sexual abuse, rape, robbery and murder.

“The real estate industry makes a mistake by assuming that crimes against agents were random, opportunistic street crimes. With rare exceptions, crime against agents is predatory and meets the classic predatory behavior patterns,” said David Legaz, a New York real estate broker, instructor and retired New York Police Department sergeant.

A Dangerous Profession
The U.S. Department of Labor has classified the real estate profession as a high-risk occupation due to these ongoing dangers.

“The real estate industry makes a mistake by assuming that crimes against agents were random, opportunistic street crimes. With rare exceptions, crime against agents is predatory and meets the classic predatory behavior patterns,” said David Legaz, a New York real estate broker, instructor and retired New York Police Department sergeant.

Legaz noted that in these types of crimes, the predator must:

• Shop for, choose and research a victim
• Pick a site for the crime
• Create a plan for how to get the victim alone
• Make a plan to isolate the victim so that he/she cannot be seen or heard
• Execute the plan
• Make an attack.

“These are not opportunistic crimes committed by impulsive criminals,” he noted. “It is an obsessive-compulsive behavior pattern where the criminal gets high off every stage. Unfortunately, situational awareness that’s often taught, doesn’t address preventing predatory crime.”

Legaz said that for a crime to be committed, there must be motive, means and opportunity, which he compares to a three-legged stool. “When you remove one leg, the chair falls and you do not have a crime,” he said.

Crime Motive
The criminal’s motive is power and control and they will attempt to isolate a real estate agent to attack.

“Predators are often attracted to real estate agents who display signs of weakness, subservience and vulnerability and will victim shop until they find that. To deter a predator, you must remove any of these signs from your marketing, inquiry responses and showings,” Legaz said.

Smart Marketing
Legaz suggests ensuring your headshot projects power, confidence, and authority and creates boundaries. Avoid using a personal smile photo, instead of a professional smile photo. He explained that a personal smile photo has a slight head tilt and a smile that says, “I love you,” which is more personal and likely to attract a predator’s attention.

In a professional smile headshot, the smile is straight and the head in the photo is straight, which makes the agent less attractive to a predator.
Legaz advises avoiding full-body pictures and using photos above or right at the shoulder level. Photos that include the upper body should be professional, avoid form-fitting clothing, wear professional colors and wear a jacket when possible.

Deterring with Language
Marketing messages have connotations as well. Some words have an emotional value beyond their literal meaning. “It’s essential to select words that convey power, control, knowledge and authority to reduce the criminal attraction,” Legaz said.

For example:
“I am here to serve all your real estate needs.”
Versus
“I have the experience to handle the entire real estate process.”

“The first statement implies servitude, whereas the second suggests confidence, authority and power. This authoritative language will also attract more legitimate prospects and detract predators from feeling into their stalking high,” Legaz explained.

Deterring at the Initial Inquiry
You can set the tone and expectations and how you safely conduct your business at the initial inquiry.

“Using the property information, a polite but firm professional demeanor and setting expectations, you can work with legitimate customers and clients while deterring predators as you regain power and control,” Legaz said.

For example:
“Thank you for inquiring about 123 Main Street. It is one of our most popular listings. This home has plenty of windows accenting the natural sunlight.”

Legaz notes that by identifying property information about street visibility, you create the perception that others can easily see from the outside. Mentioning others’ interest in the property also indicates that others may be present.

He notes that setting time expectations and inferring that the seller is about to return to the home will limit the time along with the prospect. This may deter potential criminals as they believe they will be interrupted by the sellers.

For more information on preventing crime without sacrificing the sale, visit SafeSellingBook.com to read Legaz’s and Lee Goldstein’s co-authored free safety e-book and visit NAR.Realtor/Safety.

Remember to register for PAR’s Realtor® Safety: Tips to Keep You Safe webinar at 10 a.m. on Friday, Sept. 8 with PAR President Al Perry and Brittany Matott, a real estate educator and associate broker.