7L: The Seven Levels of Communication

A great deal has changed in the real estate industry in recent years. Cold calls no longer bring the results they used to, and Michael J. Maher argues that traditional mass marketing, typical of the Age of the Ego, dominated by adverts and self-promotion, is no longer effective. What he proposes instead, is a way of doing business in which we can devote our time, energy, effort and money to people we like and trust. To help us understand the concepts behind this new model, Maher tells the story of imaginary character Rick Masters, a real estate agent who becomes a member of the Generosity Generation. The lessons Rick learns from this group help him revive his business and achieve a level of success beyond anything he had ever imagined.

The story begins with Rick, who is worrying about his ailing business. One day Josh, a mutual friend, plans a blind lunch for Rick and Michelle, a credit broker who has built a successful business without advertising or doing any personal promotion. So, the pair go out to lunch, and since Rick doesn’t know Michelle at all, he is a bit guarded. Michelle on the other hand, is open and friendly from the start. By asking the right questions, Michelle manages to put Rick at ease, so much so that he starts telling her about the troubles he is having at work. Rick is despondent, and tells her about how the market has changed, saying that the golden age seems to be over for him. Michelle listens carefully, and is supportive without being judgemental. When it is her turn to talk, she introduces Rick to a concept that will change his life forever. She tells him about The Generosity Generation, the philosophy behind the success of her own company. Simply put, Michelle tells him, “it means giving more than you receive.”