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Sell to the Heart - It's Closer To the Wallet Than the Head Is

By
Real Estate Agent with Country Homes and Land Murphy NC Realtor

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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Looking for your dream getaway in the mountains of Murphy, North Carolina? Visit the Country Homes & Land website to see all the latest listings.

Enjoy a preview of our scenic mountains by viewing this youtube video "Murphy Mountain Nights."

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Comments (6)

Barb Szabo, CRS
RE/MAX Above & Beyond - Cleveland, OH
E-pro Realtor, Cleveland Ohio Homes

Very well said Kate. Questions are the key to knowledge in just about everything we do.

Dec 08, 2009 10:47 AM
Mike Sparks
The House Company Galveston Texas - Galveston, TX
Galveston Island Real Estate

I agree.. a home purchase is driven to a large degree by an emotional response.  Listening to your client, and determining their motivations are key to happy homeowners.  I'd rather deal with a first time homebuyer over an unemotional investor any day. 

Dec 08, 2009 10:57 AM
Kate Wheeler
Country Homes and Land Murphy NC Realtor - Murphy, NC
CCIM - Murphy NC Real Estate for Sale

Barb - Thanks for stopping by to comment. I've always thought that the biggest difference between a brand new agent and a seasoned pro is that the newbie talks more and listens less.

Mike - Happy homeowners also refer others to us!

Dec 09, 2009 06:06 AM
Not a real person
San Diego, CA

All of selling is finding that need or want, and often it's an emotional need or want. Grocery stores put their most profitable goodies on the end caps, department stores put them in window displays, etc. It's okay to appeal to people's needs and wants.

Happy December!

Dec 11, 2009 12:04 PM
Renée Donohue~Home Photography
Savvy Home Pix - Allegan, MI
Western Michigan Real Estate Photographer

This may sound corny but I bet it is rare for other internet agents to do this or even normal agents to do this ~

Go to their home the first appointment and give them a buyer consult.  Notice what types of belongings may have sentimental value (like the china hutch with grandma's antique china) or the big screen TV (donned with favorite sports fan gear all around.)  Make sure you place their furniture in that house when you are showing it:  "your hutch would look splendid there", "can you imagine watching :insert their favorite sports team here: in this room?"

Works like a charm ;)

Dec 13, 2009 12:03 PM
Lanre-"THE REAL ESTATE FARMER" Folayan
Samson Properties - Bowie, MD
I don't make promises.I deliver results.SOLD HOMES

Communicating with a client should always be the client doing most of the talking about their wants and the real estate agent listening so that they can fulfill their needs. Thanks for sharing this Kate. Happy Holidays. Great post.

Dec 16, 2009 03:45 AM