Imagine this.
It’s late—almost midnight. A realtor, working diligently to support a client eager to secure a new development unit, is racing against time. The client has their heart set on this home. After careful prep and follow-up, the offer is ready. And in a world of digital signatures and WhatsApp pings, this particular realtor does something beautifully intentional: they send a formal letter.
But the letter doesn’t land in the hands of the assigned agent.
Instead, it finds its way to the developer’s general sales address—an inbox clearly published on their website for public communication. The realtor doesn’t think twice. After all, if the letter gets there, the job is done, right?
What followed wasn’t silence. It wasn’t a thank-you either. It was something else entirely.
The story goes that the response was swift, dramatic—almost theatrical. A senior professional expressed outrage: “In all my 40 years, I’ve never seen such a breach of protocol!” The moment felt like a scene from a courtroom drama. One could’ve mistaken it for the return of a national crisis. COVID-19 with a vengeance.
And yet… all this over a letter.
A Moment to Reflect, Not Reprimand
Let’s pause here—not to point fingers, but to reflect.
The intent was pure: to meet a deadline, to represent a client with urgency and care. The method—while perhaps not what someone else expected—was respectful, traceable, and clear. A letter. Not a loophole. Not a power move. Just a letter.
If anything, this quiet incident is a gentle reminder of the crossroads at which Jamaican real estate now stands.
Do we continue to cling to rigid protocols, protecting outdated boundaries with ego and indignation?
Or do we evolve—gracefully—into a culture where communication is received in the spirit in which it is sent?
“In real estate, the loudest room isn’t always the wisest. Sometimes, it’s the quiet note, the thoughtful letter, the humble gesture—that builds the strongest foundation.” – Dean Jones, Founder of Jamaica Homes
A New Perspective on Professionalism
In this industry, professionalism is often interpreted through the lens of status, seniority, and strict systems. But what if we started to see professionalism as a balance of two equally important skills: structure and softness?
Yes, we need clear communication channels. Yes, we need systems. But we also need compassion—for clients, colleagues, and ourselves.
Because the truth is, mistakes will happen. Missteps are part of human interaction. And every one of us—no matter how experienced—has slipped up at some point. It’s not the error that defines us, but how we respond.
“Grace isn’t just a trait—it’s a strategy. In business, those who lead with understanding rarely lose.” – Dean Jones, Realtor Associate at Coldwell Banker Jamaica Realty
Why Clients Still Show Up—Even When It’s Hard
The Jamaican property market can be fast, intense, and, at times, confusing. Some clients have expressed feeling like they’re in a race—constantly chasing updates, navigating shifting timelines, or trying to understand where they stand in a deal.
One even remarked, “It’s like you’re applying for citizenship, not buying a home.”
But they keep coming.
Why? Because Jamaica offers more than just square footage and sea breeze. It offers belonging. Legacy. Identity. And clients—especially those returning home or investing for the first time—are looking for someone who treats them like more than a transaction.
That’s where heart-led agents shine. The ones who respond. Who clarify. Who explain. And yes, who might even send a letter to ensure you’re not left waiting overnight.
“Buying property in Jamaica should feel like a homecoming, not a hustle. We owe our clients clarity, consistency, and care.” – Dean Jones
The Developer’s Inbox and the Shared Responsibility
Let’s speak plainly: if a developer publicly lists a general sales inbox, they should expect to receive communication through it. That inbox is part of the public-facing brand. It signals access. And access, in real estate, builds trust.
So when a letter lands there, it shouldn’t be met with disdain—but with direction. “Thanks for your letter. Here’s where it needs to go.” That’s all it takes.
We all play a role in keeping this industry accessible and functional. Developers, brokers, agents, even the administrative staff—everyone contributes to the client experience. And it’s the client who will remember how they were treated, long after the ink dries on the contract.
“The greatest offense in business is not a misstep—it’s forgetting that every system should still feel human.” – Dean Jones
Learning from the Letter, Not Punishing It
The letter that landed in the wrong inbox wasn't a breach. It was a gift. A mirror. A moment that offered everyone involved a chance to grow.
To breathe. To think. To soften.
And maybe that’s what this market needs more of: not punishment, but perspective. Not shaming, but shared understanding. A new culture where protocol is flexible, not fragile.
Because the truth is, no deal should crumble over where a piece of paper was delivered.
What This Says About Us as a Market
Jamaica’s real estate sector is evolving. We’re seeing more international buyers, a tech-savvy diaspora, and ambitious locals building generational wealth.
But with this growth must come maturity.
We can’t afford to let our egos outpace our empathy. We can’t turn moments of misunderstanding into melodrama. What our clients need—what we need—is a culture that says: “Let’s fix it. Let’s move forward. Let’s be better.”
That letter? It wasn’t just a delivery error. It was a love note to progress.
A Personal Note (From No One in Particular)
There was a time not too long ago when someone forgot to complete their paperwork before a scheduled showing. The agent could have cancelled. Could have “taught them a lesson.” But instead, they replied: “We all make mistakes. I’ve done the same. See you soon.”
That response didn’t just salvage the showing—it built trust.
We’re not in the business of power. We’re in the business of people.
Final Thoughts: Let’s Write a Better Story—Together
This market will continue to attract buyers from all walks of life. Some will be seasoned investors. Others will be first-time dreamers. But all of them deserve to be met with warmth, clarity, and grace.
Let’s create a culture where letters are welcomed, not weaponized. Where we respond before we react. Where we remember that, behind every offer, every email, every phone call—is a person just trying to do their best.
Because if we want our industry to grow, we must grow with it—not just in numbers, but in wisdom.
Disclaimer:
This article is a reflective opinion piece intended for general informational purposes only. It does not constitute legal or real estate advice. Any similarities to actual events or individuals are purely coincidental. Readers should consult a licensed professional for specific guidance. The goal of this post is to encourage grace, transparency, and elevated service across the industry.