Loyalty - How Do We Get It?

According to dictionary.com, loyalty is defined as faithfulness to commitments or obligations.  In a world that frequently asks, "What have you done for me lately?" and in an industry that frequently asks, "What are you going to do for me next?", loyalty can be a challenging concept.  Sometimes, it's hard to come by even for those who may deserve it the most and it's sometimes given to those that don't deserve it at all.

Seven weeks ago, I was ready for the Giants to fire Tom Coughlin.  The team was playing poorly and in danger of missing the playoffs (again) after a good start.  I was afraid he had lost the team.  Four years ago, I felt the same way.  Then, the Giants went out and won the Super Bowl and did the same thing this past weekend.  Does this latest Super Bowl get him in the Hall of Fame? 

Jorge Posada recently retired after a tremendous career with the New York Yankees.  He spent his entire career in pinstripes, coming up in 1995, and was one of the few bright spots in the 2011 postseason.  Posada was celebrated for his loyalty to the Yankees, but what if Tampa Bay had offered him $6m to be their DH this season?  What if the offer was only $2m, but he really wanted to play?  Would the fans have turned on him after seeing him in another uniform?

We recently met with a tenant who was very impressed with our market information, the CBRE platform, and indicated that he would be open to working with us.  However, he liked the broker that he worked with in the past, thought that he did a good job and wanted to be loyal to him.  We appreciated his loyalty, but if he thought we would do a better job, shouldn't his loyalty be to the company he works for?  How do we make sure that our clients give the same answer? 

As a coach, as an athlete, and as a service provider, there is one sure way to build the kind of loyalty we all seek. 


Tom Coughlin's two Super Bowls, Jorge Posada's five World Series titles and 275 career home runs...those are results that build a loyal fan base.  Exceeding the expectations of a client, getting them a great deal, orchestrating a smooth process...those are the things that lead to repeat clients.

We are in a results based business.  I have been known to tell our junior guys, if the results are there, you can basically make your own schedule.  There are brokers I know who make a lot of money working a three days a week.  However, if the results aren't there, the effort better be.  People appreciate hard work and will be patient on results if they know the maximum effort is being put forth.

Tom Coughlin and his team achieved the ultimate results this weekendJorge Posada's results may take him all the way to Cooperstown.  My goals aren't that lofty.  I want my clients to feel like they are getting a great effort and superior results.  If they do, everything else will take care of itself.


On a side note, this week marks my one year anniversary here at CBRE.  The company, the platform, and the people have completely exceeded my expectations.  I would like to thank Jeff Hipschman, Mitch Rudin, and Chris Ludeman for their efforts to bring us here and make our transition a smooth one.  I would also like to thank Patrick Luzzi, who started the process and without whom, none of this would have been possible.  Thank you all.