This week, Martin Desfossés, real estate broker at RE/MAX Bonjour and OACIQ-accredited trainer at Élite Objectif, answers our questions on leadership
Published at 7:00 a.m.
The image of the real estate broker profession has taken a big hit since the pandemic. Several cases of brokers who violated the Real Estate Brokerage Act were publicized. What must be done to rehabilitate the image of the industry?
I completely understand the perception that some people have of our profession, and it is essential not to invalidate this feeling. That said, I am convinced that the solution lies in our daily actions: acting with integrity, placing the interests of our clients at the heart of our priorities and respecting the rules that govern our practice. Education is therefore THE key.
Where did the idea come from to create the company Élite Objectif and to offer training on ethics and collaboration with partners?
From an observation shared with my friend Ariane Piecharski, with whom I co-founded the company. To truly transform our industry, we must go beyond performance training and invest in concrete actions, such as education and empowerment of brokers. Ethics, collaboration and transparency are not abstract concepts; these are principles that must guide every transaction, every interaction. It is through tangible actions and impeccable ethics that we regain public trust, build customer loyalty and guarantee lasting success.
What type of advice do you give in your training?
To put the customer at the heart of his concerns, and not the commission. Public trust will not be regained through a beautiful marketing image, but through concrete actions: informing our customers clearly, being transparent about procedures, scrupulously respecting the rules, and always putting their interests first.
In an industry where the dream of making a lot of money seems more accessible than in other sectors, but where competition is strong, how do we manage to stay the course on honesty and transparency?
The temptation to seize maximum opportunities and maximize income is very real, but it is precisely in these moments that personal ethics take on their full meaning. I don’t claim to be perfect, but I strive to apply this ethic in all aspects of my life, as a spouse, a father of nine, and a real estate professional for 24 years. This requires constant reflection and effort to stay true to one’s values, especially in a competitive environment.
Some consumers have the impression that to get the best price for their property, their real estate broker needs to be a bit of a cowboy. What do you think?
I guess everyone has their own definition of a good salesperson or a “cowboy,” but I am firmly of the opinion that a good salesperson is first and foremost an honest salesperson. Obtaining the best price is based on a simple recipe: excellent market knowledge, a well-defined strategy, clear communication and negotiations based on facts, not on pressure games. This is why I advise consumers to ask themselves these questions: what are my expectations of my broker? Do his values seem aligned with mine? Do I have confidence in his ability to defend my interests while remaining professional?
As an experienced real estate broker, you are well placed to understand consumers who choose to sell on their own. Why does free choice seem so poorly understood and applied?
Free choice is a fundamental right that every consumer must be able to exercise without pressure. However, in the sales world, accepting a “no” for a “no” sometimes seems difficult. Unfortunately, some brokers do not always understand the importance of respecting this choice and try to dissuade consumers with arguments which, although sometimes well-founded, are accompanied by an arrogant and exaggerated approach. This kind of approach harms the entire profession. For this respect to become a norm, continuing training plays a key role. They remind brokers of their professional obligations, but also demonstrate to them that respecting consumer choice is an added value. By adopting a respectful and transparent approach, brokers strengthen their reputation and inspire trust among consumers, who will likely turn to them naturally in the future.
