A career in real estate can be very rewarding, personally as well as professionally - for those who know what they are doing. However, many agents have never actually studied the sales process. They simply get by on a few memorized scripts and their natural charisma to make their living.
In order to increase potential and negotiation skill, every agent should understand this one point about the sales process - people buy based on emotion. We don’t do things based on logic, reason, or intelligence. It’s just part of being human. We constantly try to satisfy emotional needs and wants.
Knowing this simple point, how do we apply it to real estate? You need to understand the client’s needs and wants. Only by having empathy for the client’s position and specific emotional needs can you help them to see your point of view.
You need to be on your client’s side. Take the time to learn what they need, what they want, and how they feel. Let them know that you understand their needs and that you are on their side. While your job is, strictly speaking, to make a sale, your vocation is to be an advocate for your client.
Show your client the benefits of your service. Show how you can fulfill the client’s needs. If you can do this, the sale is practically complete. Just remember that there must be a material or emotional benefit, preferably both, to earn their business and loyalty.
-Gina
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Profile of Author
- Gina Danner
- Gina M. Danner is the visionary force behind her family’s business, Mail Print, Inc. She has been in the printing and direct mail marketing business for more than 21 years. Gina's expertise revolves not only around small business, but growth businesses and corporate marketing efforts. She speaks on a variety of topics from entrepreneurism, marketing and personal development.
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