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More Biz in a Tough Market: The One Question More Realtors Need to Ask

by Brian Hilliard

Realty Times

www.MyNvaHomes.com

Brian raises an interesting question that most Realtors aren't asking when it comes to getting more business in today's tough market.

With the market being as tough as it is, I'm often asked by Agents what they can do to get more business right away. And while I usually don't like to answer a question with a question, I think in this case, a question is exactly what the Doctor ordered.

Here it is: Of all the people you've talked to this week, how many have you made feel like they should give you their business? In other words, a lot of times we can be so busy talking about what we've done, and are going to do for people, that we lose track of first creating an environment where this prospect (or Referral Partner) actually wants to work with us, or pass referrals in our direction. And when you think about it, that makes sense.

Because make no mistake about it: There are plenty of choices out there for people looking to buy a home. And if we accept the fact that you're not the only Agent this person is talking to, then getting her to feel like she wants to work with you is absolutely crucial to closing the sale.

I'm talking about things like:

Does she feel comfortable with your expertise in the area?
Is she confident that you'll do what you said you do?
Does she feel "listened to", even though she might be asking "stupid" questions?
How confident is she that you'll take care of her even after the sale?

All of this comes together to create a general "feel," or "vibe" someone has about working with you. And the more positive you can make that initial feeling, the more likely you are to close the deal.

So what can you do to generate the right "feel"? Well, you'll first want to make sure that you always "Do What You Said You Would Do." That means sending out an email, returning phone calls in a timely fashion and showing up to meetings on time. A lot of times we can be so busy doing so many other things, that some of the "little stuff" can fall through the cracks.

And while that's fine every once in awhile with people who know you, it's an absolute killer during the introductory stages with a potential client.

I personally keep a small notepad on me at all times, and jot down little follow up items I need to take care of when I get back to the office. Things like, "send fax to Steve" or "email document to Sandy" all make the list.

That way when I get back to the office, I've got everything I need in one place (a small spiral notebook), and don't have to worry about chasing around a bunch of sticky notes, or worse yet, letting something slip through the cracks.

Secondly, go out of your way to position yourself as a problem solver. In other words, if someone says they're interviewing several Realtors™, and she'd like to talk to you about the possibility of working together, go out of your way to understand her situation and add value where you can.

As an example, instead of just going to the house and answering question after question about your credentials, have a few of your own that get at their situation and what they're trying to do. Questions like:

What made you decide to move,
What do you like about this house that you'd like to see in your next home, and
On a scale of 1-10, how important are the following areas in your next home: Proximity to work, size of yard, quality of school systems, and the amount of work you'll have to do on it after you buy.

All of these are things that other Agents might not be asking, and shows the prospect that you're already thinking ahead. What you really want is the prospect to think, "Wow! I never thought about that before. If Sally is already working this hard for us now – without even having a contract – then imagine what she'll do when she's actually putting her mind to it." And they'll think that not because you dazzled them with all of your credentials, but because you created an environment where they felt comfortable in trusting you with their largest personal asset. Which obviously means more business for you.

You'll also want to take the time to listen to their situation – even if you think you've "heard it before".

A lot of times we'll be in such a hurry to show prospects how smart we are, that we forget to take a breath and actually let them get the words out on what they potentially need or want from an Agent.

However, by taking the time to listen to their situation, you're showing that you really do understand where they're coming from, and are in the best position to help them move forward. (Get it? "Move" forward?) Anyway, if you'd like some more ideas on how to get more business in today's tough market, just email info@agitoconsulting.com (Subject: Today's Tough Market), along with your name and zip code, and we'll be sure to send out our free report right away.

Published: September 24, 2009

Thomas Merical