Mr. Martin slept quietly in bed.
His wife, Dorothy, and her followers, known as “The Seekers of the Seven Rays,” sat in the living room.
photo by Umair Mohsin
They sat in the living room waiting to be picked up in flying saucers by extraterrestrials, known as The Guardians from the planet Clarion.
A spokesperson for Dorothy, Dr. Laughead, a former staff physician at Michigan State, shared with those who would listen, “There will be much loss of life, practically all of it, in 1955. It is an actual fact that the world is in a mess. But the Supreme Being is going to clean house by sinking all of the land masses as we know them now and raising the land masses from under the sea.”
On Dec. 20, 1955, Dorothy and her truly committed followers waited. These followers had quit their jobs, and given away their homes and savings, waiting for the flying saucer at Dorothy’s house in Oak Brook, Ill.
But other believers waited in fear at their home, alone. These believers had not made the same commitment to the “prophecy.” They had not given away their possessions. So, they sat at home waiting for the end of the world. This group, even though they were believers, would quietly lose their faith in Dorothy shortly after the events of Dec. 20.
As midnight approached, Dorothy and her group of 11 “Seekers” waited to be saved just before earth was to be destroyed. At midnight exactly, there was still no sign of a spaceship in the front yard of the home on South Cuyler Avenue in Oak Park, Ill. “The Seekers” grew nervous. By 2 a.m., the nervousness was turning into worry.
But at 4:45 a.m. Dorothy had a new vision.
She said she’d just received a telepathic message from The Guardians saying that her group of believers had spread so much light with their unwavering faith that the Supreme Being had spared the world. The entire world had been spared because of the impressive faith of “The Seekers.”
Didn’t her group think she was crazy? Not at all.
The Seekers didn’t abandon her. Most became more devoted after the failed prophecy. But, the other group of believers that waited at home alone, who had not joined Dorothy in her home, who had not given away their possessions, home and savings, would quietly lose their faith in her.
Why do some people go to bizarre lengths to avoid dealing with inconsistency in their beliefs and the facts?
Why do people interpret the same evidence in contrary ways?
Leon Festinger, a social psychologist, calls this cognitive dissonance. And this story of Dorothy and “The Seekers” was told by Festinger in his book “When Prophecy Fails” after he had infiltrated her UFO cult.
Cognitive dissonance is a discomfort caused by holding conflicting cognitions simultaneously. Because our human brain doesn’t like this, we tend to deny, deflect or defend the fact or ideas that could influence our current thought process.
People that already have a bias tend to seek consonance among their cognitions.
Meaning:
- If you are a conservative Republican, you are more likely to watch Fox news vs. MSNBC or even CNN.
- If you are a conspiracy theorist, you will be able to fit the “evidence” to support your theory.
- If you are “rushing” a fraternity, the “hazing,” pain and suffering you endure make you look back on it as something “funny and memorable.”
- Even though you logically understand that smoking cigarettes will kill you, you justify the inability to quit because smoking actually “calms” you or it’s just too hard (to quit). And you tend to socialize with people who smoke.
What does cognitive dissonance have to do with real estate?
In my opinion … everything.
Recently, a San Diego, Calif., real estate brokerage, ARG (Abbott Realty Group Inc.), posted a video to explain why it is pulling its listings from Realtor.com, Trulia and Zillow.
Chris Smith talked one on one with ARG CEO Jim Abbott about this.
I watched Facebook groups of real estate agents with hundreds of comments debate this action by ARG. There are comments by agents on the ARG YouTube video. There are more than 50 comments on Chris’ interview with Jim.
I don’t get it, but that’s what witnessing cognitive dissonance behavior is like, I guess.
Jim seems to make a pretty straightforward, compelling argument. He shared stats and data going back three years.
Agents and other brokers jumped on that simply stating “how wrong he is” for doing this.
Since what ARG does doesn’t actually, truly affect a brokerage in Philadelphia, what does a broker in Philadelphia gain by telling ARG it is wrong?
Cognitive dissonance.
If I’m that broker in Philadelphia and I’ve bought ads on Realtor.com and Trulia or send my clients to Zillow to review my services or answer a Q-and-A on one of those platforms, what ARG is doing is flying in the face of my “beliefs.” And now I have to defend these beliefs.
I have to comment in Facebook groups and pages. I have to make YouTube videos explaining the only reason why ARG is doing this is because of dual agency (even though Jim shared numbers about dual agency in his brokerage).
My beliefs about the Internet and third-party aggregators and the future of the real estate industry are at risk because of this one 25-agent brokerage in San Diego.
Or … are they?
Maybe Jim and ARG are right.
Maybe Jim and ARG are wrong.
But does what they decide to do with the marketing of their listings actually affect you?
Should you be spending time, energy and effort to defend your position about the Internet and third-party aggregators?
Or should you go back to work and worry about marketing your own listings — not how Jim and ARG market theirs?
February 6, 2012 at 1:37 pm
Fox news heh heh
February 7, 2012 at 12:33 pm
mspsm heh heh
February 6, 2012 at 2:04 pm
THANK YOU!
The irony? The article just before yours about Diverse Solutions and Denver MLS. CLASSIC that they include an agent from ANOTHER STATE telling them they are wrong, don’t know what they are doing etc. Not to mention the oxygen people in those groups are wasting debating theories and thoughts and opinions.
WHAT A WASTE of time, energy and space for people to babbling incessantly about this when they aren’t even in the Denver market!
February 6, 2012 at 2:11 pm
Christina – it’s happening in the Denver market today. But MLS’s tend to watch what each other do. I don’t think it’s “babbling” when a very large MLS ends an agreement with a very large IDX provider — even if I don’t work in that particular location.
I guess we could all just bury our heads in the sand and hope what happens in one part of the country doesn’t affect what might happen where we actually work.
I for one will keep “babbling incessantly” when industry events take place that could have an impact on my business.
February 6, 2012 at 3:25 pm
Well said Jay
February 7, 2012 at 7:28 pm
Please don’t.
February 6, 2012 at 2:37 pm
Jay – frankly, I think we’ve been sold a load of hype that we need our data all over the “big 3″ which is why I think this is all a bunch of overloaded crap.
It’s not just think – Jim shares some very compelling numbers, which made me step back and look at my data over the past 10 years. Interestingly enough, with a few thousand transactions behind me in the past decade, not a SINGLE one saw my listing on one of the “big 3″. Not . one .
There is a BIG myth flying around that we need these guys – that they “help” by syndicating data. Interesting. I’d like to know where the big 3 are getting their data, cause none of my buyers are seriously looking at them. When they do look at them, it’s AFTER they’ve already connected with us (and as an after thought to see if they are missing anything by only looking at our source-IDX) and then, it’s been an off-hand browse, only to end up finding a property already sold or expired. We direct them back to the source (our IDX).
I know this is a sign of a house of cards falling down… around syndication sites who refuse to keep the information accurate and who’s sole purpose is NOT to help the consumer, but to become yet another middle man – creating more cost (from the agent, which gets passed on to the consumer) and ultimately hurting the consumer who believes they are getting “from the source” data. All the while perpetuating the myth that they are NEEDED and are providing a ‘much needed’ service to the end consumer. Hog wash.
Jay, I tend to agree with just about everything you say. I just don’t happen to agree with your stance on this issue. I am also going to bow out of this discussion, not to get the last word in, but because I just can’t spend more time on it. I’ve gotta work on my business and fight my own local battles.
February 7, 2012 at 1:36 pm
Well said Christina
February 7, 2012 at 7:30 pm
Very well said Christina!!!!!
February 6, 2012 at 2:53 pm
If anything, this video proved that real estate content can go “viral” in a niche market.
So maybe agents should be making videos that cater to their database, potential future clients and the public about their local real estate market to grow their business. Wasting a video on what someone else is doing isn’t going to generate you business.
February 6, 2012 at 6:25 pm
Darin, You have missed your calling. You can write! I knew you were a smart man when I hired you
As you know, I have my hands full trying to better my little corner of the world. I firmly believe that it is ARG’s decision on how they want to handle THEIR business. Who am I to criticize them for their decisions? Personally, I hope the guy proves everyone wrong and has his best year yet. Too many are dumping on HIS decision. (I’m always a fan of the underdog).
I think it’s time that we all go back to work perfecting our OWN piece of the world. I know I sure am!
February 6, 2012 at 7:19 pm
Darin, funny you should write this, when this was first announced I personally thought as a seller I would want the choice. After all we want the most exposure possible, and although, I like Christina in both my own business and my time as an agent can’t tie a single sale to the big 3 unless I go back to about 2004. If a company is basing their marketing on not syndicating, good for them, it gives those that are a little more of a chance to be found! But the question I ask is…. Found by who? I have 5 active buyers from one of the big 3…. They check in at least 3 times a week, sadly, they never respond to email or phone calls, so are they using my IDX for another agent, are they real buyers or are they competitors without an IDX? To each their own and frankly I have decided to browse through the groups occasionally and back out. I have enough soap boxes without the groups getting my feathers in a ruffle.
February 6, 2012 at 8:00 pm
Yeah Darrin, you’re a very talented communicator. Awesome share. Having said that….And we’re off to the races.
I participate because I find it interesting and entertaining. Expressing my views in writing helps me to crystalize and refine my thinking on 3rd Party Player issues. Even though what happens in San Diego or what business strategies Edina decides to employ, the thought process behind it, how it’s perceived, vilified and praised is instructive. As is your reminder to recognize our own bias in the matter.
Head nod to you Darrin, well played.
February 6, 2012 at 9:12 pm
Darin,
If we apply your “cats, bombs & quantum physics” to this conundrum; we get half in support of ARG, half in support of Philly and Realtor.com, Trulia & Zillow NEVER die because even bad press is good press!
Back to work,
Jim
February 6, 2012 at 10:08 pm
Darin,
Well written article. But I do find it ironic that you even wrote the article given your stance and the points you made. Wouldn’t you have more clearly demonstrated your views by not even spending hours on this blog post, and instead concentrating all of your efforts on your coaching business? You’ve obviously spent lots of time reading comments and opinions regarding ARG – you admit to it in your post. Not a bad thing either, it’s interesting and relevant to our line of work.
I think it’s great that people pay attention to notable events happening in their field. Your sentiment is common when something is talked about at such great lengths as the ARG decision has, and I understand being tired of hearing about it. However, this issue is not so much a matter of cognitive dissonance as it is personal and professional opinion. This is big real estate news that real estate professionals discussed in great lengths. The dialogue is healthy and thought provoking.
This issue is not as extreme as you have alluded to in your article.
February 6, 2012 at 11:21 pm
Darin, the issue is pretty complex and there seems to be a big divide between industry and consumer perceptions. So yes, I believe that we should spend some time talking about it, discussing it, and trying to find a solution without throwing the baby out with the bathwater.
February 7, 2012 at 1:24 pm
Hi, This is the guy from Philadelphia!
I am also licensed in the State of California and have active agents in LA and SF.
What works in San Diego, works in Philadelphia and LA and San Fran. Why? It’s called the internet.
People in San Diego go to the internet too to find homes.
This is not hard at all to figure out.
I am now looking for agents in San Diego to hire to prove my point, service clients and have someone not do dual agency there!
February 7, 2012 at 1:33 pm
Thanks Darin. Very interesting.
I’ve heard it said, “don’t argue to change someone’s mind, but to reveal yours.”
My favorite thing to say to someone “inviting” me to an argument is, “you may be right.” Have a good day.
February 7, 2012 at 7:27 pm
Most common sense piece that I have seen yet on this subject. The critics are all over the boards and the names seem very familiar indeed. Heck even Inman seems to be stirring both sides to create debate. I am not in Denver or in SanDiego or work for Edina (Not Edna) so what they do is interesting but will have no effect on my business so I keep my holier then thou opinions to myself…..except for this post which was inspired by Cognitive Dissonance LOL.
February 7, 2012 at 10:19 pm
Such a great perspective Darin – thanks for your post. This debate is far more entertaining than the recent GOP encounters. One thing to keep in mind is that Zillow, Trulia & Realtor.com, as great as they may be, have never created a single buyer. Buyers will find property one way or another. Taking the listings back to a local level could help local offices and agents. It is becoming increasingly difficult for local brokers and agent to compete with the big 3 on the major search engines. I’m just sayin~
February 8, 2012 at 8:41 am
The writing is excellent but the message alludes me. This is a significant issue in our business and deserves the time spent debating it. I’m with Jay on this one. Answers to the 3 questions on the bottom of your email is yes, yes and yes but being conscientious about our industry at the same time is a pretty responsible choice too.
February 10, 2012 at 9:14 am
It’s all relevant, no matter which state you’re in – these are trends which can impact all of us. Much better to have a thoughtful population of real estate professionals who care about the direction in which the industry is going rather than a bunch of apathetic sales people saying “it doesn’t relate to me”.
February 12, 2012 at 1:03 pm
Unfortunately, many agents will just bury their head in the sand and say that anyone who voices their opinion is merely ‘blabbing incessantly’. ARG and Edina are drawing their line in the sand, whether you agree with their motives or not, the results of which will have an impact on the industry as a whole. Although I don’t agree with the points of Spencer Rascoff, Zillow’s CEO, regarding how much we NEED them in order to sell listings, I will continue syndicating. The anti-syndicate crowd hasn’t made a clear point as to how NOT syndicating is in the best interest of sellers.
February 13, 2012 at 7:21 pm
Whenever I hear about all the “exposure” that syndication gets I need to chuckle a little bit….and here is a good example. If you have an account with ListHub take a look at the stats. A real look. After the big three…..no one is looking at real estate on any of the other 20 to 30 other syndicated sites. They simply are not relevant. Then take a real look at the property views vs inquires generated by the other sites and I’m sure the results will not be compelling. In the end, these syndication sites are fighting with us for space in the SERPS – no matter how you slice it. Way to go Jim!