Ross Melby — Things Agents Say That I Disagree With.

ROSS MELBY — THINGS AGENTS SAY THAT I DISAGREE WITH

“The market is slowing down.”

No — the market isn’t slowing down. Mediocre agents are slowing down. Luxury buyers and serious sellers are still transacting — they’re just more discerning about who they work with and how the property is presented. When everyone else gets quiet, that’s when differentiation matters most.

“You just need more leads.”

Quantity is irrelevant without quality. I’d rather have five real conversations with qualified buyers than fifty shallow Instagram inquiries. Real business is built through depth, relationships, and intelligent positioning — not spammy lead funnels.

“Open houses don’t sell homes.”

Wrong. They don’t sell homes for people who treat them like babysitting gigs. When done properly — with strategic marketing, curated presentation, and follow-through — open houses are branding moments that amplify reach, create urgency, and connect with the right demographic.

“It’s all about who you know.”

Not anymore. It’s about who knows you — your reputation, your visuals, and how you show up online and offline. If you’re still relying on the same old country club introductions instead of building a real brand, you’re already behind.

“Buyers don’t care about aesthetics.”

Completely false. Design, mood, lighting, and presentation are the language of modern luxury. A property’s emotional resonance — how it feels — sells faster than square footage ever will.

“Social media is just fluff.”

No — social media is storytelling at scale. It’s digital real estate. It’s how your market perceives your expertise, your taste, and your consistency.

“Price per square foot is everything.”

It’s one data point — not a philosophy. Luxury buyers buy emotion, location, and architecture — not formulas. Context, design lineage, and scarcity drive real value, not lazy math.

“Just stick to one market.”

That’s limiting. I operate where quality, architecture, and opportunity align — whether that’s Dallas, Austin, or beyond. Sophisticated clients expect reach, not regionalism.

“You shouldn’t mix real estate with other ventures.”

False. Real estate is the nucleus of lifestyle — it touches design, finance, hospitality, and culture. My strength is bridging disciplines: capital raising, luxury service, design, and marketing.

“Clients don’t notice the details.”

They notice everything. From the scent in the home to the way a brochure feels in their hand — every sensory cue either builds or breaks trust. Luxury is detail. Full stop.

“You don’t need to invest in branding.”

That’s like saying you don’t need to dress well to meet your clients. Branding isn’t vanity — it’s signal. It communicates precision, care, and confidence before you even open your mouth.

“Everyone’s using the same photographer/stager; it doesn’t matter.”

Exactly why it does matter. Sameness is death in luxury marketing. I collaborate with people who see differently — stylists, photographers, and designers who elevate space, not document it.

“The goal is to get the listing.”

No — the goal is to curate the right listings that align with your brand and audience. Every property you represent either sharpens or dilutes your identity. I’d rather list less and represent better.