Okay, you've learned how to drive traffic to your website. You're connected to all the Social Media sites by invisible wireless chains. You email monthly market reports to all your prospects. But none of that is going to close a sale.
There are thousands of tech-savvy former agents out there. When business was booming, 2 or 3 people walked into my office every day, wanting to buy a retirement home or an investment property. They were doing the same thing at offices all over town. Because they were making sales, some agents thought they were superstars. But they might as well have been asking "Do you want fries with that?"
They just didn't get it. No one HAS to buy a vacation home. Investors can trade 4,000 shares of IBM on their cellphones. They don't NEED 40 acres with long range mountain views.
Every purchase of real estate - whether it's a first home or an investment - is rooted in an emotional decision.
The first-time buyers coming into the market are driven by something more than that $8,000 tax credit. Sure, it may be the factor that gets them motivated to act now rather than waiting. But it's the feeling of security or the pride of ownership or their dream for the future that gets them to sign the contract.
Finding that emotional key is the secret to making the sale. If there are two kids in the car and a third on the way, it's a safe bet that a new home equals a better quality of life for this family. Is their dream home the one with the biggest kitchen or the biggest back yard? Or is it the one with the private master suite because Mom and Dad are craving time alone?
Sometimes buyers don't have a clear idea of what emotional needs are motivating them. That's where basic sales skills come into play. Ask questions. Then SHUT UP and LISTEN.
Hitting their emotional hot button can result in much bigger sales. A few years ago, I worked with a couple transferring to our area. We looked at a few homes and as we chatted I found out they always wanted to live on a lake but didn't think they could afford it. I showed them how they could buy an older house on the lake with a mortgage - and a 12 unit apartment building with a positive cash flow that covered the mortgage payment.
When you've listened to what their hearts want, getting them to sign a contract becomes the easiest part of the sale.
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