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Trustworthy people do not expect you to take them at their word.<\/p><\/div>This is a short post about a big idea: Transparency.<\/p>\n
The word transparency has a useful cachet in business, a condition where nothing of material importance in the transaction is concealed from the consumer. When I was a kid, I worked with a print broker who led his clients to believe that he owned his own composition house, his own pre-press facility and his own printing plant. In fact, he worked out of his car and, for all I know, he rented his shoes. Why would his clients really want to know that he was a broker, not an owner? Because it affected his ability to deliver on his promises — certainly a material concern.<\/p>\n
In real estate, we hear about that kind of transparency, and we’re one foot on the boat and one foot on the dock. We absolutely hate it, for example, when the other agent in a cross sale fails to disclose a material fact — no doubt hoping against hope that the problem will go away if no one mentions it. But we rebel against the idea of what we might see as an intrusive<\/em> transparency. As an example, where one agent might disclose to the penny how a listing commission is to be spent, another might feel that this is none of the seller’s damn business. The discussion then would turn on whether such a disclosure is a material fact.<\/p>\n The issue is clouded because the word transparency means something very different in the Web 2.0 world — and in the world of persuasive communication in general. The fear in any advertising or marketing presentation — your own fear<\/em>, too — is that you are being tricked, sold a bill of goods. That by dishonest or technically-honest-but-non-obvious means, you think<\/em> you are buying a rabbit when all you’re really<\/em> getting is an empty hat. The purpose of transparency in this context is to take away that fear.<\/p>\n So in reply to my post last night about video testimonials<\/a>, John Kalinowski<\/a> notes that they could be Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" Trustworthy people do not expect you to take them at their word.This is a short post about a big idea: Transparency. The word transparency has a useful cachet in business, a condition where nothing of material importance in the transaction is concealed from the consumer. When I was a kid, I worked with a print […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3,24,6,5,19],"tags":[],"class_list":["post-3086","post","type-post","status-publish","format-standard","hentry","category-blogging","category-egoism-in-action","category-marketing","category-real-estate","category-technology","no-featured-image"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":3195,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3195\/being-a-trust-player\/","url_meta":{"origin":3086,"position":0},"title":"Being a Trust-Player","author":"Mike Farmer","date":"June 1, 2008","format":false,"excerpt":"Trust is more than a word, it's embodiment through action. I become a trustworthy person. It's critical in the new 2.0 environment to establish trust and to live it. The whole of business 2.0 is dependent on trust -- individual players and companies. You don't become a trust-player by espousing\u2026","rel":"","context":"In "Enduring Interest"","block_context":{"text":"Enduring Interest","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/enduring-interest\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2244,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2244\/transparency-%e2%80%93-too-much-is-too-much\/","url_meta":{"origin":3086,"position":1},"title":"Transparency \u2013 Too Much Is Too Much","author":"Bill Leider","date":"November 20, 2007","format":false,"excerpt":"Where is it written that video is the only media capable of telling the unvarnished truth? To listen to the techie-babblers, video has arrived to save us all from the seductive slime of deceptive sales presentations. Video, they argue, is the best and by some accounts the only way to\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3282,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3282\/casual-friday-caption-this-photo\/","url_meta":{"origin":3086,"position":2},"title":"Casual Friday: Caption this photo","author":"Greg Swann","date":"June 27, 2008","format":false,"excerpt":"My entry: \"Because I happen to like Argyle socks, that's why!\"","rel":"","context":"In "Casual Friday"","block_context":{"text":"Casual Friday","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/casual-friday\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3822,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3822\/caption-this-photo-president-bush-at-the-olympics\/","url_meta":{"origin":3086,"position":3},"title":"Caption this photo: President Bush at the Olympics","author":"Greg Swann","date":"August 9, 2008","format":false,"excerpt":"My entry: \"A gentleman always makes eye-contact.\"","rel":"","context":"In "Casual Friday"","block_context":{"text":"Casual Friday","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/casual-friday\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":8385,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/8385\/caption-me-this-magnum\/","url_meta":{"origin":3086,"position":4},"title":"Caption Me This Magnum","author":"Brian Brady","date":"May 13, 2009","format":false,"excerpt":"My vote?\u00a0 \"Who let Higgins in to your closet, Thomas? \" Sometimes, you just gotta have a sense of humor.","rel":"","context":"In "Casual Friday"","block_context":{"text":"Casual Friday","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/casual-friday\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":8640,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/8640\/transparency-newest-weapon-of-the-pc-crowd\/","url_meta":{"origin":3086,"position":5},"title":"Transparency — Newest Weapon Of The PC Crowd","author":"Jeff Brown","date":"May 28, 2009","format":false,"excerpt":"Transparency in real estate brokerage has gone from a truly noble concept to a weapon sometimes lethally wielded by the PC crowd. Most notably bullies coming forth claiming to possess Holy Script describing transparency, no doubt salvaged from what must be the third tablet lost by Moses on his way\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3086","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=3086"}],"version-history":[{"count":7,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3086\/revisions"}],"predecessor-version":[{"id":16683,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3086\/revisions\/16683"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=3086"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=3086"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=3086"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}