In the Real Estate Sale You have to Tell Everything; but by phases.
In the article today and tomorrow’s about real estate management, I will deal with the topic of verbal and nonverbal communication that every real estate agent dealing with high end properties like Eighteen Islamabad to the most affordable ones like University Town Islamabad must master in order to close more sales.
Before showing a property every agent must have prepared a kind of script that reminds him of what he has to say, how to say it, and when to say it. A script that you can consult a few minutes before how your argument should go, what questions to ask, what to answer possible questions and what your body language should convey.
Real estate management courses do not usually teach verbal communication and nonverbal language. These courses assume that agents know how to communicate, when in reality it is not. Good social communication does not equal good communication in a business situation.
Not knowing how to express yourself correctly, clearly and briefly is the cause # 1 that many real estate agents do not successfully complete the sale of a property. Keep in mind that I have said “not knowing how to express yourself”. The problem is serious, because many real estate agents out there do not know how they should express themselves in a sales situation during argumentation and negotiation.
“The sad thing is that some do not care about this communication, because they believe they dominate it. Knowing how to express yourself clearly is not as easy as it seems and involves preparation and knowing how to listen.”
Aparicio Hormiga, a real estate consultant who works in the city of Lima, comes to mind . Aparicio is a successful real estate consultant and today he has gone on to advise businessmen and VIP clients in Peru. His success in this sector is due much more to his way of expressing himself , than to his experience or knowledge of the sector. He knows what to say, how to say it and when to say it in a concise and brief way. I don’t know anyone who expresses himself as well as Aparicio. Rather, I think Aparicio was somehow born with that gift.
| Good Real Estate Management. The Basics
In Sky Marketing Islamabad coaching sessions I find agents with all kinds of education and experience, who are looking for sales techniques that allow them to improve their results. In the end many of them do not seek sales techniques; They want phrases or tricks that embellish, marvel and put their clients in a trance to buy their property NOW. They want a button which they can press and pum! … the client says yes.
I dont think is bad. We all look for shortcuts and because we are looking for more comfort, in doing more in less time and with less effort, the world has processed. Of course, you can find tricks with which you will get more sales, but almost all of them go through mastering verbal and nonverbal communication.
The Property Management , (which generates sales and profits every month), is based on good communication, social skills and business etiquette has to put into practice the real estate agent.
Are you looking for quality real estate management training to improve your sales? Then look for a professional who speaks to you more or less like this:
“Before talking about sales techniques, let’s talk about communication. Do you know how to express your ideas clearly, briefly and convincingly? Do you know how to listen and ask questions? Do you know how to interpret body language? Because the problem usually that and no other. Forget about sales techniques for now and let’s deal with the problem at its root: let’s know your communication skills with your customers. ” Let’s start the house for its foundations. ”
In any negotiation of sale of a property we must be skilled in our exhibition, be aware of our own body language and listen with eyes and ears. Therefore, I will indicate below how a real estate agent should express himself, both in word and through forms.
| Real estate management: Verbal Communication.
When talking about verbal communication we are referring to the type of language we should use. Of course, the use of words will depend on many factors. First, we don’t always say what we mean, so words sometimes go slower than thoughts. Secondly, there may be things that we are not interested in saying or that we prefer to do at another time. And finally, there are probably things we shouldn’t say.
The basic principle for our message to be accepted and understood will be that our language is:
1.- Clear, precise and simple , avoiding technicalities typical of the real estate sector, slang, phrases made.
2.- Graphic and descriptive, so that it generates mental images with clarity of the property that we are trying to sell and of the benefits generated by that property.
3.- Dynamic, a fact that is achieved by avoiding future and conditional verbs, conjugating them in the present and not showing any expression of hesitation.
4.- Positive or, without using turns and expressions that evoke negative ideas in the client.
5.- Not redundant, avoiding useless superlatives or too many adjectives to describe a property.
6.- Adapt your language to the type of language your client uses. Hence the importance of knowing the techniques of real estate Neuromarketing.
7.- Avoid false confidence and false humility . And remember: if the client does not understand it is your fault; Not from the customer. That is, we should never say: “… is that you do not understand me”; but, “… I must have explained myself badly.”
What does all of the above seem difficult to implement? Nothing of that. The solution is in the previous preparation.
| Real estate management. Preparing the Communication.
When I train commercial teams in real estate agencies we prepare an argument script for the visit to the property. First we think about the situation, then we divide it into sections and then we write a script for each section. For example:
Phase # 1. Period in which we meet the client. We can find it outside the house or we may find it somewhere else and have to go to the house together. For each case, a script is written which indicates what to say and how to say it.
We prepare clear phrases, questions and possible answers to questions that can be asked in that period of time. We usually end with about 5-6 well-structured phrases that help build trust and credibility. This is the objective in this first phase.
Phase 2. Period in which we show the house. Here we write sentences for each part of the house, being careful in the kitchen, to be the most vulnerable part of the house. If a woman does not like cooking, the couple will hardly buy the house.
In this phase we always keep in mind that the first 5 minutes of the visit to a property are key, so we prepare phrases to make the house more attractive, talking about the convenience of the area, security, etc.
This is the most important phase. Here the convenience of this house for the client is argued. The objective during this phase is to be able to move on to the next phase if the client likes housing and if he does not like it, ask the real estate agent to look for a similar one because he perceives that the agent is the right person to help him unlike others Competition agents
Phase 3.- Interest period where the price , possible negotiation and purchase potential are discussed . We prepare phrases to defend the price, so that the customer perceives a value higher than the price requested. We also prepare phrases with reference to mortgage loans , contract signing and what will happen later. The objective is to close the sale as soon as possible, obtaining a purchase commitment from the customer.
As you can see, the planning makes all the difference and the real estate agents who prepare can communicate fluently, clearly and cover the previous 7 points. This way of selling real estate should be taught in real estate management courses . Tomorrow we will bring nonverbal communication, so important and so poorly understood in real estate sales.
We would appreciate you leaving us a comment on this article. Do you think real estate management courses should include staging where agents show how they would communicate in a hypothetical situation? Your opinion interests us. Thank you.