It's Not Personal, It's Just Business

“It’s not personal, it’s just business.” Have you ever heard that phrase used in a professional conversation? This phrase is often used to justify behavior that may not be so professional. I’ve always wondered when I have heard that phrase how it can be true. I know for me, it is never true. I own one of the largest real estate companies in the U.S. with over 450 people who work in the company. When I started my company, there were 5 of us. It was VERY personal. As I made decisions in the early days, it was very personal. When you work with a small group of people, day in and day out, they are not only colleagues, but often friends as was the case for me. When I chose a national franchise to join (Coldwell Banker), it was not only a business decision of what would be good for me as the owner, but what was the best franchise for my agents who were my friends. I had a lot of questions for the franchises I interviewed as it seemed that some were geared to what was only in the best interest of the owner, not those who worked for the franchise. I still vividly remember one franchise replying as I asked about the model and how it would affect my agents, “Don’t worry, you will make money”. For me, business was personal when my company had 5 people and the goal was never for the owner to make money. It was for the agents to prosper and in turn, the company would follow suit.

As I worked in the real estate industry as a Realtor representing buyers and sellers, I always kept my professional objectivity but I personally cared deeply about the people who chose me to represent them in one of life’s most challenging times, albeit a happy time for most. It wasn’t “just business” and I developed wonderful relationships with people that I still have today.

Today, my company has grown by nearly 100x. Today, business is still personal. As my company grew to be one of the top 10 firms in the Coldwell Banker network and one of the top firms of all real estate companies in the United States, it became more personal, not less. Turn-over in the real estate industry is high. Agents often move from firm to firm in search of a better situation for them personally. My company’s turn-over rate is dramatically lower than the national average. Why? I believe that my agents know that this business is personal and the focus is about them, not the company. Running this business is my life’s work. The goal of that life work is to impact those who chose our company in a positive way. That is personal and in turn, impacts their financial future for their families. How can anyone invest in others and it not be personal? I have invested thousands of hours growing my company. Sacrifices have been made by not only me, but my family for the business. People have trusted me with their own futures. That is very, very personal. I don’t take the trust my agent’s and employees place in me lightly and I don’t believe any business owner or entrepreneur should.

As we all look to what we do each day, I hope your business activities are very personal. I hope the goal of the business you run is to personally impact your colleagues and clients. A professional distance might make some disappointments would be much easier to accept. I’ve some of the most successful business people around tell me to “care less”. I think I will stick with being personally invested rather than professionally distant. For me, business will always be personal.