A good client is hard to find, and that’s why salespeople should do everything in their power to try and keep them happy. So, if you’re starting to notice that some of your past clients are no longer sending you referrals or calling with questions, then you may want to avoid the following:
- Breaking a promise. This is one of the fastest ways to erode trust with a client. Real estate professionals can’t afford to make clients feel unimportant or taken for granted. Do everything you can to keep your promises, and if you do break one, be quick to apologize. It’s always better to under-promise and over-deliver.
- Forgetting your Ps and Qs. Real estate is an industry of relationship-building and being impolite is a quick way to ruin a relationship. Make sure you’re taking the time to thank your clients for their business.
- Lacking empathy. Sometimes during your business relationships with clients, things won’t go the way they wanted. They may have felt their home was undervalued or perhaps they were outbid on a home they really wanted. Be quick to show that you’re on their team and you share in their disappointment. Offer an appropriate level of empathy for the situation, but then point out the positives and move on. It’s important not to take the “I told you so” attitude.
- Being hard to reach.Let’s face it – today’s clients expect a rapid response to their questions and concerns. If you’re not providing superior service, they will find someone who will.
- Sharing a bad attitude. If you’re having a bad day, it’s not your clients’ fault (or maybe it is). Either way, they shouldn’t see your sour attitude. Always put your best foot forward and remain upbeat and positive. Service with a smile still goes a long way.
As a real estate professional, you spend a lot of time talking to prospects about home buying and selling. More importantly, you focus on what you will do for them when they become your clients. When we give the same speech or pitch over and over, it can become routine, and sometimes we are so comfortable with it that we don’t see the mistakes we might be making. Take a few moments and review your listing presentation. Compare it with these five suggestions to help you take your presentation to the next level.
- Stop using bullet points. This might sound like blasphemy to a seasoned salesperson, but research has shown that when data is displayed in a graphic presentation, people are better able to recall the information and tend to react more positively to it.
- Use vivid metaphors. Another way we can make a visual connection with people is by using metaphors. Word pictures that explain terms and data that your prospective clients may not encounter in their daily lives help people remember details.
- Tell stories. People like to think they’re logical when it comes to decision-making. But any experienced salesperson will tell you an emotional connection will close more deals than logical ones. For example, explain to your prospects how you were able to help a past client in a similar situation, and allow them to connect your story to their lives.
- Breathe in, not out. One mistake that can really stall your presentation is by filling it with awkward pauses, such as uh, um and you know. This is an easy habit to fall into, especially if you’re rushing through the presentation. If you need to pause to gather your thoughts, take this time to breathe in and catch your breath. A pause in speaking will give your listeners time to absorb what you just told them, and it’ll portray confidence.
- Have a conversation. Remember, the best thing you can do during a listing presentation is to have a conversation with your prospective clients. Let them ask you questions, so that you can tailor the presentation to address their unique needs. This way you’ll form a personal connection with these clients, and you’ll have opened the door to a lasting relationship.
The Walt Disney Company has come a long way from its humble beginnings in 1923 and has grown to be one of the most recognized brands and entertainment companies in the world. If we look at Disney’s success, we can learn a thing or two about marketing.
- Entertainment sells. When we consider basic human needs, people usually think about food, shelter and clean water. However, some would argue that entertainment is also a very basic human need. Remember, some of the earliest human artifacts ever found have been cave paintings. These indicate that people have been telling stories for thousands of years because creativity fills a human need. Story-telling is something Disney does very well, not only in its movies but also in its marketing. So ask yourself, what story does your marketing tell your prospects and clients?
- Make memories. Do you want people to remember you? Then, make a memory worth remembering. Luckily for us as real estate professionals, buying a home is one of the most memorable experiences in most people’s lives. Include yourself as a memorable part of the experience. What do you do to make yourself stand out in the home-buying process? How are you including yourself in the “story” your clients will tell after they close on their new home?
- Prioritize your imagination. We all know today’s real estate market is competitive and may become even more competitive. When it comes to your marketing message, be like Disney and don’t be afraid to think outside the box. There’s nothing more exciting than helping your clients find their dream homes.
- Be fun. It’s hard to tell a story or make a memory if you’re boring. House-shopping and buying a home should be one of the most exciting things people do in their lives, so reflect that in your marketing. Make it entertaining – don’t hesitate to tell a joke or make your clients laugh with clever marketing. Humor is a great way to stay top-of-mind, so don’t be afraid to show your unique personality.