The tPREG Manifesto


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When Jay and Francy Thompson ran The Phoenix Real Estate Guy, they developed a manifesto. While Dean and Shar worked for the Thompson’s they embraced what they were doing. Going forward, all of us at the Phoenix Real Estate Guy will carry on with what they started.

Manifesto: man·i·fes·to noun \ËŒma-nÉ™-ˈfes-(ËŒ)tō\ : a written statement declaring publicly the intentions, motives, or views of its issuer.

Spend any length of time in the real estate industry and you will hear buzz words like “Unique Selling Proposition,” “Value Add,” and the like tossed about as real estate brokerages volley back and forth in usually futile attempts to differentiate themselves from each other in their on-going quest to hire more real estate agents.

One does not have to look very far to find all sorts of claims and promises from real estate agents and brokers about how they, and only they, can offer agents the key to wealth and fame.

To that, all we can say is…. hogwash.

Why is it that you rarely hear from real estate brokerages about what they can provide home buyers and sellers?

Because as previously mentioned here, there are many brokerages out there that can make money even if their agents never sell a home. In fact, some brokerages would prefer having their agents never sell a home.

It drives us freaking insane.

As Jay Thompson pondered all the… nonsense… that happens in this industry, it occurred to him that he have never made the effort to put in writing (at least in one central place) what his agents values in their business. This is what we promise to provide for our clients, potential clients, and even our competitors.

What Jay needed to pen is our manifesto.

And here it is…

The Phoenix Real Estate Guy Manifesto


Phoenix Real Estate Guy (TPREG) agents  have one primary purpose, one unified goal, one main philosophy in all of our business operations — to provide our clients unparalleled customer service. That may sound trite or cliché, but it is real. We run our business based on the belief that we can do something different in real estate. Everything we do, from the hiring of agents and staff, to the implementation of procedures and processes in our business is ultimately done for the express purpose of providing all of our clients, with exemplary service.

In the real estate industry, we have four main groups of people they have to interact with. Below are our promises to each of those groups.

For Our Clients

  • You will be treated with the utmost respect by your agent.
  • You will be told the truth, always. Even if it hurts.
  • You will be our primary focus and concern.
  • No one will ever try to talk you into doing anything that you are uncomfortable with, or that you do not completely understand.
  • You will never be obligated to continue using any service we provide.
  • We will make every effort humanly possible to ensure your real estate goals are achieved.
  • Your agent will be experienced and professional.

For Our Prospective Clients

  • You will never be hounded or harassed to “get the sale” (or for any other reason).
  • We will attempt to answer any questions you may have.
  • You will be respected as if you were already one of our most valued clients.

For Our Real Estate Team Members

  • You will be always be treated with the utmost respect.
  • We will endeavor to provide you with tools you need to be successful.
  • We will provide you a work environment of cooperation, not competition.
  • You will be paid accurately and immediately.
  • You will have 24x7x365 access to us and our office staff.

For Our “Competitors” and Ancillary Service Providers

  • We will treat you like we expect to be treated.
  • We will work together with you to achieve a successful transaction closing.
  • We will immediately pay commissions due.

Those are our promises. And we plan on keeping them. Always. Unconditionally. Forever.



  1. David Wyrsch says

    Good stuff Jay! My brokerage (independent) strives for the same goals, to provide the best customer service possible by putting their needs first. We believe in the quality, not quantity of agents, and only consider those agentswho we beleive will put the clients needs first. To rephrase a line from A Few Good Men, our code is Client, Prospect, Company, Agent, and to always respect, and never bad mouth our competition, at least not to clients and the public. :-)

  2. says

    How many brokerages will copy and paste this by the end of the week? 😉

    I read this and because I know you personally, nodded along as I said “just as I ex

  3. says

    Nicely done! Being in escrow, neutral, I constantly see the way that the pendulum swings from Good Agent to Bad Agent. Unfortunately in Los Angeles, it’s all about the sale. So I appreciate telling the truth..even if it hurts. As I go about my day, I focus on relationships, then being of service. We are still in the service industry, and I’m glad you have this, as it brings us back to where we need to be.


    • says

      Thanks Jarel. I think (way) too many agents think they need to tell clients what they want to hear. It’s FAR more important to tell them what they need to hear…. And YES, we are in a service industry!

  4. says

    (Grrr stupid mobile phones and their tiny keyboards…now, where was I?)

    …just as I expected.

    Sadly, I think this should all go without saying, but I’ve seen where it hasn’t been the case (not with you or any broker I’ve chosen to work with).

    What I like about your Manifesto is that I know it’s more than words. I’ve read some “manifestos” and all I saw was “blah, blah, blah” but in the three years I’ve come to know you, I know this isn’t just your brokerage’s way of doing things, but it’s your personal way of doing things.

    I’m happy to see this in print, but I have to say – I knew it all already, just from reading your blog and talking to you.

    • says

      You’re right, It should go without saying Matt. It’s not earth-shattering visionary stuff. Yet sadly, it seems to be missing in this industry. Not completely of course, but still missing far too often.

      Thanks, as always, for your kind words and support!

  5. says

    God Damn that manifesto resonates with me. Thank you. Been working on ours for quite a while and was struggling with it not sounding like a bunch of BS. Since our philosophies are similar I hope you won’t be bummed if we borrow a few things…

    • says

      Feel free to borrow Billy. Thanks for asking, and not just taking… All it’ll cost you is a cocktail in a coconut if/when we ever get to Maui… 😉

  6. says

    Man do I wish other real estate brokerages would adopt this belief system. I suspect there will be a few Brokerage Manifesto’s popping up on “The Google” soon. Great post Jay, hope you, your bride and your brokerage have a great new year. On to 2012…

  7. says

    Jay, thanks for putting this in writing FINALLY! I have to say, however, that as simple as these points sound, it takes a tremendous amount of commitment, trust and moral backbone (and Francy!) to actually live by these words. I know first hand how every one of those points really works. It’s the real deal.

    The luckiest day for me was winning that Gary V book – Crush It – and as a bonus, receiving an invitation to join Thompson’s. It has made a profound difference to me professionally and personally and I am very grateful that manifesto is not just a bunch of pretty-sounding words.

    • says

      Well thanks Kristin, your words mean a lot to Francy and me. Without amazing agents (and more importantly, people) like you, Thompson’s Realty couldn’t exist.

      While this crazy goofed-up business drives us crazy at times, having folks like you around tends to make the trials and tribulations worth it!

  8. says

    Bravo on the manifesto. I think that putting it in words not only holds your feet to the fire to live up to the promises or the “code”, but really lets people know what you have going on in that head of yours. I help to manage an office of about 55 agents, and while management and a majority of these agents abide by similar thoughts or (as of yet) unwritten codes/promises to clients, I’ve seen many stray when faced with extremely tough clients, cooperating agents, lenders, etc. How do you hold the agents in your firm accountable to this same system of values and action at all times? I know that ultimately you’re responsible for their practices, but you also can’t be there to micromanage every transaction.

    • says

      How do you hold the agents in your firm accountable to this same system of values and action at all times?

      That’s a great question Lisha. I think the key is hiring the right agents to begin with. I have no doubt that each and every one of our agents will uphold these principles. If I had any doubt, I wouldn’t hire them. And if it turns out I make a hiring mistake, then that agent will be released.

  9. says

    Jay, I’m sure you and the agents in your brokerage are well-served by “the code”. It seems relatively straight forward, but I think the concept has escaped far too many fellow brokers. I hope the market in Phoenix and the above Manifesto continue to treat you well in 2012.

  10. says


    Your manifesto is fantastic and of course no less than what would be expected from a fellow Longhorns fan. As a small, very small company we stand out in a crowded field by doing many of the things you have written. It’s astonishing to me that one of the things we do, which is to return phone call within an hour, something that I find to be just common courtesy, is seen by our prospects and clients as service above and beyond our competition. This industry never ceases to amaze me even after 20 plus years.

    Great stuff Jay, Happy New Years.

    • says

      Thanks Ray. I’ve often said that an agent can greatly improve their business by answering the phone. Seems stunningly obvious, doesn’t it? Happy New Years to you and I’m looking forward to a great season for the Horns next year!

  11. says

    Jay, You are a brilliant man in your writing. I have no doubt that you back up each written word. You have inspired me to put mine together for the whole world to see. You are an inspiration to many and successful for a reason. Here’s to a wonderful 2012!


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