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Lead Conversion: Adaptation, Influence, and Customer Value
Summary of Key Findings
 
A national study was conducted to explore the approaches that real estate agents use to influence their clients in face-to-face meetings. Findings revealed the following insights:
 
1. Agents use a variety of selling approaches. However, the study revealed two approaches that have widespread effectiveness for positively influencing clients:
 
1. Inspiring clients through appealing to their emotions and values and,
2. Providing clear recommendations that show potential benefits for clients.
 
2. Beyond these approaches, results demonstrate how important it can be for agents to adapt their selling efforts to an individual client's communication style. Specifically, results illustrate how approaches such as: (a) presenting information, (b) rapport building, (c) promising incentives, and (d) offering tactful warnings can prove to be effective, inconsequential, or detrimental depending on a client's communication style.
 
3. Being "customer-oriented" contributes significantly to client influence across all situations. This means demonstrating a high-concern for satisfying clients, creating value for them, and taking time to uncover their specific desires, both big and small.
 
4. Overall, findings suggest that salespeople who rely on standardized scripts and influence approaches should consider altering their presentations and selling styles to increase their levels of adaptation. ... more

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