Are you new to real estate? Are you already tired of being beaten by older pros who’ve been in the business for years? If so, you’re not alone.
As a new real estate sales person I copped the same as you’re experiencing now. I’d do all the ‘right’ things, tried my hardest but still I’d get beaten by people who had more experience than me, which was just about everyone in town.
There had to be a better way!
Desperate, I turned to the sales gurus. People like Tom Hopkins and Zig Ziglar who taught people like me that the answer was to know the scripts and dialogues for every conceivable objection.
I practiced until I knew my stuff. If someone asked me if the swing set stayed I’d asked them if they wanted it included. If someone told me they thought the home was too dear I’d restate their feedback as a question and ask them how much they thought they the property was worth. Then I’d ask if they wanted to put that feedback to the owners in writing.
The only thing that separated me and Tom Hopkins was he wore a crushed velvet suit!
And while Tom’s scripts and dialogues worked they never really ‘worked’. There was something missing and something about them that placed a barrier between me and the client.
Then I came across the idea of being present – really present – to my prospective clients. Rather than treating them as a prospect to be converted or a sale to be closed I now looked at them as person with needs and wants and dreams. Instead of manipulating the conversation to get them to list with me I asked them what they wanted to do. Then I listened. I listened to what they said and what they didn’t say and asked them how they wanted me to help.
Quickly, sales calls turned into human conversations, market appraisals turned into discussions about, travel and football and the Celestine Prophecy. Selling was no longer selling, it was serving. And the results followed. I listed more, had more fun and enjoyed my real estate more.
And from there the stories stared to flow. I had stories of success to tell prospective sellers. These were stories about the pointed to the wisdom of pricing a home well, presenting it smartly and of getting the timing right. Every time I told a story it was no longer me telling people what to do – they were choosing to act based on their interpretation of what they heard.
So, if you’re struggling to get up and running in real estate do these four things:
- Listen as though your life depended on it. Listen with the intention of understanding the other person’s needs, wants and motivations. Ask lots of questions and then shut up. Listen.
- Throw out the scripts and dialogues. They’re great but in the end they’ll stop you from creating a deep connection with your client. They make you present to your own needs and not to the needs of your client. Ditch them and start listening.
- Be needs focussed. If you listen well you’ll pick up on the real needs of the customer. They might want to sell but really they need another bedroom. An extension may be a better option. Listen to their needs then help them create options and solutions. If one of those options is using your services that’s great, if not they’ll appreciate your support.
- Create stories. People love stories because they help them make sense of their present. Sharing relevant stories is the fastest way to explain complex ideas about pricing and moving in the same market. And don’t be afraid to use other people’s stories – they don’t all have to be yours. Simply state where you got them from and why their relevant and you’re good to go.
So, if you’re new to real estate, don’t be put off by the guns of the industry. Start listening and creating stories and you’ll soon be writing all the business you deserve.
