The words “diversity, equity and inclusion” are more than just buzzwords—they’re essential components of a thriving business. At our most recent 360° Summit, marketing expert Kelly McDonald, McDonald Marketing, shared invaluable insights on how to grow DEI efforts in ways that are practical, cost-effective and immediately applicable. Let’s dive into some key strategies that can transform your real estate practice.
The Power of Language: Reframing the Conversation
While DEI may have become a contentious term in some areas, the principles behind it remain crucial. One tip McDonald suggests to keep the conversation alive is pivoting to more universally appealing language. Try using the vocabulary below:
- Belonging and Inclusion: Who doesn’t want to feel like they belong?
- Community: Emphasizing both internal team dynamics and the broader neighborhoods we serve.
- Doing Better and Being Better: A rallying cry that’s hard to argue against.
By reframing the conversation, we can continue the important work of creating inclusive environments without getting caught up in semantic debates.
Building Trust Through Transparency
In real estate, trust is our currency. We work hard to earn our clients’ trust through what is often the biggest transaction of their lives. We also build trust among our peers, showing up as professionals and strong, effective communicators.
McDonald emphasizes the importance of “vulnerability trust”—a type of trust that must be cultivated through honest, straightforward communication. When dealing with clients or team members:
- Talk straight: Use simple, clear language, especially in difficult conversations.
- Be honest, even when it’s hard: People can handle tough truths; what they can’t handle is the runaround.
Remember, sometimes the most effective communication is the simplest.
Embracing Differences for Business Growth
Our differences are not just challenges to overcome—they’re opportunities for innovation and growth. Consider these tactics:
- Adapt your approach: Recognize that different people make decisions differently. For instance, women generally value expansive choices, while men tend to prefer options presented in threes.
- Practice empathy: Go beyond sympathy by truly trying to understand and validate others’ experiences.
- Collaborate effectively: When brainstorming, ask “Tell me more about that” instead of immediately shutting down ideas. You might uncover unexpected gems.
- Be open to the “intersection of random”: Like the unlikely friendship between Martha Stewart and Snoop Dogg, embracing unexpected connections can lead to great outcomes.
The Business Case for DEI
Despite some negative headlines, the majority of companies are maintaining or increasing their DEI budgets. Why? Because it’s good for business. As McDonald points out, “People and culture are the defining competitive edge right now.” In a commoditized landscape, your diverse, inclusive culture can be your key differentiator.
Moving Forward
As Chicago REALTORS®, we have a unique opportunity to lead by example in our beautiful city. By implementing these practical tactics—from reframing our language to building deeper trust—we can create more inclusive, successful businesses that truly reflect and serve our communities.
Remember, as McDonald emphasizes, “The wording may change, but the work and the commitment do not change.” Let’s commit to doing the work, one conversation, one transaction and one relationship at a time.