Who wields the power when it comes to home buying? Research indicates that in the vast majority of cases it's women who have the final say when it comes to purchasing a home. So why is it that men seem to get most of the attention when a home is being shown?
Never under-estimate the influence women have in the home buying process. Always remember....the interests of men and women buying a house may be completely different. In the case of home buying the Mars/Venus scenario may be true.
In one private survey (not official) 94 per cent of the women said they take almost full responsibility of the home and feel that they “call the shots” – or at least have a larger share of voice in household decisions.
Here are some thoughts that may be helpful.
The number one rule is to LISTEN. Pay attention to what is being said. Direct your questions and answers to the woman in equal measure with the man.
In many cases women are socialized to wait their turn to speak and not to interrupt, whereas men have a habit of interrupting to make their points. Answer the man's question, but deliver your answer to both the man and women by looking at them when you speak.
Find relaxed ways of encouraging your female customer to become a full participant in the discussion.
Explain without patronizing in as few words as possible.
Women are sometimes reluctant to ask too many questions because they don't want to seem uninformed. So, let her talk, then repeat her statements back to her as questions. For example: "What I'm hearing you say is that you'd like more natural light in the kitchen. Is that right?"
What are your chief concerns? Women are sometimes hesitant to bring up their concerns. Ask her directly.
Women tend to notice small things more than men. This includes your personal appearance, the cleanliness of the home and property, home lay-out and any number of minute details. Learn how to plug in to her concerns. Look for eye and body movement to give you clues on how well things are going.
Find some casual way to compliment your female customer. I don't mean compliments on her physical appearance, but rather her judgment, her sense of good taste or good questions etc..
The bottom line is.......give women the respect they deserve. Look at the home you're selling through your female customer's eyes.
Thanks. Sincerely, David
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