Speaking of Effective Communication…

Read more on communication skills

We’re nearing the end of another year and if one of your goals (or resolutions; remember them?) was to be a more effective communicator, how’d that go? If it’s still something you’re leery to talk about, perhaps you should because it’s an intricate part of real estate. There are numerous ways to deal with prospects and clients but most successful agents have good communication skills and a consistent presence.

If you have a lead-generating system, a fast response is essential. You don’t want it to be pressurized but people expect quick acknowledgment these days, especially online. So an introductory reply while they’re at their computer and in a “house-searching” mode is good to do. Most top marketers also try to ensure that their e-mail isn’t lingering in someone’s inbox overnight or over the weekend. That’s because a lot of people tend to have a morning ritual of ridding their inbox of spam and junk mail. If your message is mixed in with those, it could get caught in a deleting sweep and not be seen. That makes the middle of a weekday an optimal time to get your message across. And don’t forget about a follow-up plan such as a drip system that will keep your name in front of prospects until they’re ready to buy.

Build good name recognition by tailoring your correspondence to suit a prospect’s specific needs. Southern California agent Josh Levin uses an introductory e-mail and immediate call to gauge what a visitor to his website has in mind for housing. He uses the time to assess their desires and avoids generalities. He then sets them up to receive new listings in the ranges discussed, puts them on his MLS, encourages them to stay in contact with questions and updates them on market conditions. “It comes down to staying active and staying in touch and letting them know I’ll always be there,” Herbel said. “That way they associate me with their real estate needs.”

Always expand and update your database through exposure and communication. At HouseHunt, we often hear from agents who sold a house to a buyer who has been in their database for multiple years. The secret formula is consistency and not just relying on e-mail correspondence. “I prospect on a daily basis and try to spend two hours a day actually talking to people to get new business,” said Blair Taylor, an agent in Fayetteville, Ark. “If you don’t, your business will fall off.” Taylor makes sure that doesn’t happen by also putting his serious prospects into the search engine of his MLS so he can e-mail them listings until they’re ready to buy. And they often do, which is why his database is full of past clients whom he stays in touch with. Current clients and prospects also get frequent updates, newsletters, tips and holiday greetings, among other things, to keep his name active. And the electronic correspondence is almost always personalized to avoid the appearance of looking like a template or spam.

You’ll be amazed how easy it is to obtain loyalty when your customers feel appreciated and involved. Contact your active listings at least once a week by phone, e-mail or one of your social media accounts. When working with a buyer, communicate with them often, and when you have a client in escrow stay in touch with them daily. This can lead to good word of mouth and another possible referral source.

A steady dialogue in any form makes a consumer feel significant, so if you want to maximize your efforts and increase your sales, work on your communication skills and systems for getting the word out. How quickly do you follow up on inquiries? When and how often do you communicate with your active listings? How often do your leads receive information? It’s impossible to go overboard on good communication skills as clutter and rhetoric becomes more prevalent. If done right, a good plan will help you rise above the crowd and make your message stand out.

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