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REALTOR®: Realtors Discuss Cultures


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Wednesday, September 10, 2008

Left to right: Taz Fatima (Coldwell Banker), Alicia Sandoval (Keller Williams), Yogendra Singh (California Best Properties), and Grace Wu (Alain Pinel Realtors).

Members of the Silicon Valley Association of REALTORS® (SILVAR)  Palo Alto District listened to a panel on "Cultural Etiquette and Negotiations" at a meeting this month. Sue Bose, who is co-chair of SILVAR's Cultural Diversity & Equal Opportunity Committee together with Palo Alto District member Adam Atito, served as the moderator, and panelists were Alicia Sandoval (Keller Williams), who shared the Hispanic view; Grace Wu (Alain Pinel Realtors), the Chinese view; Taz Fatima (Coldwell Banker), the Pakistani view; and Yogendra Singh (California Best Properties), the Indian view.

The panelists were asked the following questions: When meeting a potential client for the first time, what is the etiquette for an appropriate introduction? What are the most important factors for maintaining a good client relationship? What are the expectations for the style of negotiation? Who are the major decision-makers?

Some of their answers varied, like their cultures. For instance, in China, a house facing south is okay; in India, it is not.

Most cultures shy away from confrontation. "We are an easy going people," Singh described people from his homeland of India, but he noted, because of this trait, "We may say yes, but that doesn't mean we will do as you say because we have our own mind."

Fatima said in Pakistan, traditionally, as a mark of honor and respect, men do not shake hands with women. If a woman is a Realtor, it is likely the husband will put his wife on the front seat to deal directly with the Realtor.

In their cultures, the decision makers are not always the husband. Often, the wife, even if she is not the first contact in the relationship, makes the decision, or has a heavy input in the decision.

When it comes to establishing a good relationship with clients, there were similarities: build trust and respect, they all noted. They also advised: When you meet clients for the first time, try to find something in common to talk about in order to break the ice; respect the other person's cultural differences; be honest about developing a relationship with the client; always show extra courtesy to other family members who may accompany a couple when they look at a home, because these other family members, i.e. parents or an elder brother, will have an input in the decision, especially if they are providing much of the finances.

Discussion later centered on the question: Is a request for a rebate cultural? Wu said a rebate request is part of the negotiating process for many clients, but she and the other agents stressed, it is up to the agent to set the rules from the beginning of the relationship.

"The agent creates the tradition of respect," said Wu. "I tell them we don't do that in Palo Alto. If you feel you do the best job, they will respect you and won't ask you for a rebate."


The Silicon Valley Association of REALTORS® (SILVAR) is a professional trade organization representing over 4,000 REALTORS® and Affiliate members engaged in the real estate business on the Peninsula and in the South Bay. SILVAR promotes the highest ethical standards of real estate practice, serves as an advocate for homeownership and homeowners, and represents the interests of property owners in Silicon Valley.

The term "REALTOR®" is a registered collective membership mark which identifies a real estate professional who is a member of the National Association of REALTORS® and who subscribes to its strict Code of Ethics.

Variations of this article have appeared in local area newspapers.

For further information, please contact Rose Meily at SILVAR Public Affairs, email , or phone (408) 200-0109.

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