The Rev. Tom Lang recalls how, years ago, his then-toddling daughter Christina loved to hear the tale of “The Good Shepherd” as a bedtime story. Adapted from the Gospel according to John, the story describes how a shepherd in the fields lovingly cares for his flock of sheep. Lang says his little girl usually pretended she was a lamb, lost by hiding in her closet; it was the story-teller’s duty to play the role of the shepherd and find her. This hide-and-seek pretense would last only a few minutes, he adds, but his happy memories of it endure.

Lang, pastor of the New Hanover (PA) Lutheran Church, was the guest speaker this morning during the annual National Day of Prayer breakfast held by the Kiwanis Club of Pottstown PA. He was both engaging and direct, and he used the Good Shepherd parable to remind his audience of a need to better know their neighbors.

Children in particular, Lang says, benefit just by having an adult call them by name and say hello. “It’s amazing how they’ll take notice that you took the time,” the minister notes. He suggests those same kids might avoid later troubles and mischief because they recognize that someone cares about them.

Calling folks by name is an easy yet powerful thing to do. Author and motivator Dale Carnegie acknowledged its truth back in 1936, when he published his award-winning book, How To Win Friends And Influence People. "Remember," Carnegie wrote, "that a person's name is, to that person, the sweetest and most important sound in any language." Naming is the first step toward personal recognition. Recognition can lead to familiarity. Familiarity breeds trust. And trust results in long-lasting relationships.

“The sheep followed the Good Shepherd because he called them by name,” Lang reminded his listeners. “They trusted him because they knew him. They knew his voice, and they knew he was not a stranger.”

What’s in this for members of the real estate industry?

Obviously, real estate salespersons need to do far more to create trust among prospects and clients than just calling them by name. But the lesson offered by Carnegie, and reinforced by Lang’s message, is clear: it’s one of the best ways to get the ball rolling.

All of an agent’s appeals, marketing materials, listing campaigns and promotions must be personalized as much as possible. If Joe Zlomek is your prospect, then material must be addressed to “Joe Zlomek” - not the “Occupant” - at his address. Its contents must reflect the recipients’ wants and desires. Moreover, it must be delivered the way they want to receive it, be it by postal service, e-mail, phone call, or in person.

Only as agents come to better know those in their market – as they identify their needs, supply them with information of value, and provide superior service … in short, as they care for customers as the shepherd cares for his flock – they will earn the trust that results in a lifetime of referrals and repeat business.

It starts with something as sweet-sounding as a name.