We’ve all been there—hovering over the “send” button, double-checking, maybe even triple-checking, hoping to avoid that dreaded mistake. Yet, human error slips through. In most industries, a misdirected email is awkward. In Jamaican real estate? Apparantly, i've been told, it can ignite a full-blown eruption—a volcanic reaction that feels less like a mistake and more like an unpardonable sin.
Imagine this: It’s nearing midnight. A realtor, under pressure to meet a looming deadline, submits an offer. But instead of sending it directly to the assigned agent, it’s sent to the developer’s public sales inbox—a completely accessible and widely used email. And then… chaos.
What follows isn’t a simple correction. It’s an eruption. Tempers flare. A broker reportedly loses all composure, launching into a tirade: “In my 40 years, I’ve never seen such a blatant breach!” One could’ve sworn a national emergency had just been declared—or that COVID-19 had returned with a vengeance. Let’s pause here. Was this truly a disciplinary matter? Or have we in the Jamaican property space lost sight of what matters most—professionalism, yes, but also perspective?
“The greatest offense in business is not the mistake—it’s the refusal to admit we’re all capable of one.” – Dean Jones
Mistakes Are Human—So Why Are We So Quick to Judge?
Let’s be honest. In 2025, the idea that sending an email to a public-facing sales inbox constitutes a “violation” is a stretch. If the inbox is public, and if the developer actively encourages communication through it, how exactly is that an act of insubordination?
To say, “This has never happened before,” doesn’t feel like truth. It feels like someone clutching pearls. It feels like ego.
Because mistakes happen. What matters isn’t the slip-up—it’s the reaction to it. And in this case, the reaction wasn’t about the mistake. It was about control, pride, and fragile hierarchies masquerading as professionalism.
“In the world of real estate, mistakes are not the downfall — how we respond to them defines our true character. Grace, patience, and pragmatism build stronger foundations than perfection ever could.” – Dean Jones
Customer Service or Customer Suffering?
These harsh reactions aren’t confined to agent interactions. Clients—especially those looking to buy into new developments—report similar experiences. Some say they feel like they’re begging for updates, chasing down agents just to be acknowledged.
In several cases, buyers have lamented being treated as if they were asking for favours rather than making legitimate, high-value purchases. One even joked that certain developers "take the stage like gods," commanding the property, untouchable, while interested buyers wait in the wings.
This imbalance reflects a deeper issue: the perceived scarcity of inventory has bred arrogance. Some believe they no longer need to serve clients; the demand will carry them. But every market has its seasons. And as they say in Jamaica: every dog has its day.
“A market survives not because of high prices, but because of high standards. Trust is the currency that outlives every recession.” – Dean Jones
Gatekeeping Is Not Professionalism
Let’s not confuse rigidity with excellence.
There’s a kind of unspoken gatekeeping that has crept into the industry. A notion that only certain people should access certain properties, certain information, certain relationships. But real estate is not royalty. It’s a service. And if someone walks through the wrong door but has good intentions, maybe the reaction should be to redirect—not reprimand.
“Real estate is not a monarchy—it’s a marketplace. If you’re offended by someone walking through the wrong door, maybe you’ve forgotten what business you’re in.” – Dean Jones, Founder of Jamaica Homes
Let’s also remember that developers have responsibilities too. If they publish a general sales inbox, they should expect that people will use it. A simple system—automatic forwarding, assigned oversight—could eliminate confusion. But instead, the burden is placed on agents to interpret invisible lines of protocol. It’s not just inefficient. It’s disingenuous.
The Larger Cultural Question: Why So Defensive?
There’s something uniquely Jamaican about how we handle correction. Too often, being challenged is equated with being disrespected. And in such an emotionally charged industry—where livelihoods, pride, and power are on the line—any misstep is magnified.
But here’s the paradox: the louder the overreaction, the smaller it makes us look.
One agent’s email mistake should not cause a meltdown. Nor should a client’s frustration be met with silence. Professionals aren’t defined by perfect execution, but by composed, gracious response.
If the industry continues down this path—where every misstep is met with fire and brimstone—we’re not promoting excellence. We’re cultivating fear.
The Emotional Toll on Clients and Colleagues
Here’s where things get serious.
Clients feel disrespected. Agents feel unsupported. And both parties walk away with the sense that they’re being judged more than helped.
In a recent case, a client called at the exact time their appointment was scheduled. He had forgotten to fill out the pre-visit paperwork. A lesser agent might’ve cancelled on the spot. But instead, the agent replied: “Well, we all make errors. It’s called being human—I’ve done the same. See you soon.”
That’s grace. And that’s the energy this market desperately needs.
“Buying property in Jamaica should feel like a homecoming, not a hustle. We owe our clients clarity, consistency, and care.” – Dean Jones
A Witty Reality Check
Let’s be real. If a misdirected email threatens to tear your deal, your process needs more than a Band-Aid. This isn’t espionage. It’s real estate.
Or, as one industry veteran put it with a smirk: “If your business falls apart over a wrong email, maybe it wasn’t all that solid to begin with.”
What Needs to Change?
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Normalize Mistakes: We all make them. Own them. Fix them. Move on.
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Train for Empathy: Teach new agents and brokers to handle conflict with composure.
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Update Systems: Don’t rely on tribal knowledge or assumed protocol—put things in writing.
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Be Accessible: If your communication channel is public, treat it as such.
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Recenter the Client: At the heart of every transaction is someone investing in their future. Treat them like it matters.
The Magnetism of Jamaica—and Why That’s Not Enough
Despite all of this, people still flock to Jamaica’s property market. Because it’s more than the real estate—it’s the return to something soulful. A piece of land here isn’t just square footage. It’s legacy. It’s pride. It’s escape. And it’s deeply personal.
But let’s not rely on that magnetism forever.
Charm may bring buyers to the table, but culture keeps them coming back. We cannot build a global-facing property market on outdated processes and ego-driven gatekeeping.
It’s time to do better—not just for ourselves, but for the industry’s long-term survival.
Final Thoughts: Mistakes Aren’t the Crisis—The Reactions Are
At the end of the day, it’s not about whether someone sends an email to the “wrong” address. It’s about whether we’ve cultivated an environment where that mistake becomes a teachable moment—or a public flogging.
We need an industry that reflects our best selves: resilient, resourceful, and rooted in relationships.
And that means choosing grace over ego. Every single time.
Disclaimer:
This article is intended for general informational and reflective purposes only and does not constitute legal, professional, or real estate advice. The views expressed are based on anecdotal observations within the Jamaican property market and are not directed at any individual, company, or entity. All names and identifying details have been omitted or altered to maintain confidentiality. Readers are encouraged to consult directly with a licensed real estate professional or legal advisor for guidance specific to their situation. Neither the author nor Jamaica Homes assumes any liability for actions taken based on the content of this post.