Why authenticity is the key to real estate success
We’re proud to share that Morton’s very own Lucy White, Sales Manager and seasoned real estate professional with nearly 25 years of experience, has been featured in a recent Domain article that explores the dangers of the “fake it till you make it” mindset in real estate.
In the article, Lucy shares her expert insights on why genuine knowledge and authenticity are essential for building a successful and sustainable career in the industry. She highlights that in today’s information-rich environment, clients are more informed than ever—and they expect their agents to be, too.
“If you want to position yourself and build your reputation as an expert who is trustworthy and reliable, then you should be 100 per cent sure of your knowledge,” Lucy says.
Lucy’s perspective reflects the values we uphold at Morton: integrity, expertise, and a commitment to continuous learning. Her advice is especially relevant for emerging agents navigating a competitive market. Rather than relying on appearances, Lucy encourages agents to invest in their education and truly understand the intricacies of pricing, process, and strategy.
“People want to know that you know what you’re talking about,” she adds. “And today, people can quickly pick up on the fact if you don’t.”
We’re thrilled to see Lucy’s voice included in such an important industry conversation. Her leadership continues to inspire not only our team but also the broader real estate community.
Read the full article on Domain:
Why top female agents say ‘fake it till you make it’ is killing your career