The Danger of Your Sense of Urgency

Services for Real Estate Pros

For years sales trainers have been telling us "you gotta have a sense of urgency or your prospects won't buy."  And what did most of us do?  We mustered up the greatest sense of urgency we could.  Believe me I was in the front of the line.

Let me tell you what I discovered about having a sense of urgency in sales.  I found that the more my prospects felt my urgency the less I would sell.  For months I would express the urgency for my prospects to get on board before it was too late.  I would tell them that they would lose out if they didn't act now.  I would share with them that the price is expected to go up and they would definitely have to pay the higher price if they didn't act now.  You name it I tried it.  The only thing was it was all to no avail.  When it did work, I found my clients canceling after they cooled down after the sale.

Urgency is an interesting thing when it comes to customers.  I'll use myself as an example.  About 18 months ago I got the new care fever.  I've been wanting a Mercedes Benz for about 10 years but I felt the time just wasn't right.  Every time I went to the dealer to look at a Mercedes, the salespeople would all express a sense of urgency that really turned me off.  Consequently I never bought the Mercedes. In two distinct shopping experiences in the last 10 years I went to my old dealership and bought another Dodge.

Just about 16 months ago I went to another Mercedes Benz dealership "on a mission" to get my Mercedes.  This time things were different.  I had the sense of urgency this time.  All the salesperson had to do was show me what I wanted to see and follow my lead.  What I discovered was that it was my urgency that made the sale.

Here's my point.  When we work with prospects, it is not our responsibility to push them to a place of having a sense of urgency but rather discern how urgent they are and flow with them.  When a prospect shows up with a sense of urgency, we will never be accused of manipulating them to do something they didn't intend on doing.  While our own sense of urgency can get us in trouble at times, just remember that the urgency of a prospect is much better than our own in the sales process.  They key for us as salespeople is recognizing the level of urgency our prospects have.

Until next time,

Ced Reynolds

Career Recruiter



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Kerry Lucasse
eXp Realty - Nest Atlanta Team - Atlanta, GA
Your Nest Atlanta Real Estate Consultant

I couldn't agree more.  The challenge I have is that I am WORRIED that my clients will lose the home they fell in love with because they don't believe that someone will swoop in and buy it.  That's usually when my sense of urgency comes in -- when I know they love it but are afraid to submit an offer.  :-)

Nov 19, 2008 07:58 AM #39
Brett Tousley
Keller Williams Realty - Richland, WA
Tri Cities Real Estate | (509) 420-0013

Timely advice Cedric!

Nov 19, 2008 08:05 AM #40
Darla Jensen
Edina Realty - Crosslake, MN

Very good point - they don't give a rip if I'd like them to make a decision quick before somebody else scoops on the new Coach briefcase I can't afford.  :)

Nov 19, 2008 08:45 AM #41
Sean Carroll
The Get Off Your A$$ Academy - Manhattan, NY
Real Estate Speaker and "Expert" Coach

Well said. The idea is for us to lead them to where they already want to go, and to help them get there in the smoothest possible way. If I am acting on my own urgency, I am serving myself, and no longer serving the customer

Nov 19, 2008 08:53 AM #42
Blatt + Cutino
Keller Williams Coastal Estates - Monterey, CA
Broker-Associate 831/206-8070*Call today*

This is so right on! Great blog. Thanks.

Nov 19, 2008 08:55 AM #43
Diane Bell, Hilton Head Real Estate, Bluffton
Charter 1 Real Estate, Hilton Head, Bluffton, SC - Hilton Head Island, SC

I agree with you!  We really must pattern our prospects--that is what will bring success.

Nov 19, 2008 10:56 AM #44
Christopher and Stephanie Somers - Realtors - Philadelphia Real Estate
Realtor / Owner - RE/MAX Access - Philadelphia, PA

Very well said !  At the end of the day, each buyer has his or her own set of motivations and urgency.  The skill for an agent is to be able to discern this urgency and try to focus on working with people that have the greatest motivation and/or need.  Great post !

Nov 19, 2008 11:16 AM #45
Charles Stallions
Charles Stallions Real Estate Services - Pensacola, FL
800-309-3414 - Pensacola, Pace or Gulf Breeze, Fl.

Well there certainly no urgency right now is there. I like your analogy though I have been there and done that.

Nov 19, 2008 11:52 AM #46
Barb Szabo, CRS
RE/MAX Trinity Brecksville Ohio - Cleveland, OH
E-pro Realtor, Cleveland Ohio Homes


I've never been a pushy agent (I sometimes equate that as being the same as having a sense of urgency) and I believe that it has always worked for me. I sometimes tought I should be more aggressive,  but I'm sure now that pushy is not the way to go.  Nice post.

Nov 19, 2008 12:05 PM #47
Linda Pitts
Sue Wilkinson Real Estate, LLC - Brandon, MS

I tried creating urgency when I was a brand new agent because that was what I was taught.  "Get them off the fence" was a common phrase.  I quickly learned that it just made buyers fall off the face of the earth.  A home is the most expensive thing most people will ever buy and it needs careful consideration......not impulse.  Thanks for sharing the post.

Nov 19, 2008 01:30 PM #48
Maria Morton
Chartwell Kansas City Realty - Kansas City, MO
Kansas City Real Estate 816-560-3758

Cedric, you are so right. They do try to teach us that sense of urgency; in my case, it never did take because I don't believe in it. For buyers. There are some sellers who need to find their sense of urgency to get out while they can but, again, that has to be them, not me.

Nov 19, 2008 02:25 PM #49
Keller Williams Select Realtors-Buy a home in Washington DC. Sell a home in Washington DC - Bowie, MD
I don't make promises.I deliver results.SOLD HOMES

This is why most people will put off buying a house because financially and even mentally a lot of people who buy houses are not ready to buy. When you are forcing someone to do something that you dont really want to do,in a way you are being very pushy and people don't like that. You can lose business and even your reputation as a real estate professional.

By the way I dont mind a 2009 Black Range Rover 4.6-Heck I will even mind taking a older version-LOL. Congratulations on the featured post Ced. Great post.

Nov 19, 2008 04:09 PM #50
Jason Ellis
Coastal REO Solutions - Myrtle Beach Short Sales & REO's - Myrtle Beach, SC

Ced -- great post -- I love the profile pic -- Classic

Nov 19, 2008 11:23 PM #51
Sally K. & David L. Hanson
Keller Williams 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce - Short Sale

Outstanding Post,, has to be about THEM...and sooo many agents don't get that ! I have considered that "Bobby Ewing Mercedes" model is silver with interchangable rag and hard top...not really practical for Wisconsin weather....but sooo befitting ! Every prosperous wish for your continued success !

Nov 19, 2008 11:43 PM #52
Marcela McCoy
INI Realty Investments, Inc. - Jacksonville, FL

sooo true - excellent blog Ced.


Nov 20, 2008 12:28 AM #53
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Ced, Congratulations on a great feature.  I can feel people's urgency and I don't like it.  Neither do I like to be pushed in any way when purchasing anything.  Those hard sell attitudes just don't most businesses I believe.

Nov 20, 2008 12:28 AM #54
Mark MacKenzie
Phoenix, AZ

Finally - somebody had the confidence to say it - thanks Ced.

I have always disliked being called a "sales person".  And my perecpetion is the more you try to "sell" the less confidence your clients will have in you.

Nobody likes to be "sold".  I know I don't.

Educate me, inform me, challenge me, but don't sell me.

I treat my clients the same way.

Nov 20, 2008 12:29 AM #55
Ann Dail
Baton Rouge Area Homes, Louisiana, USA, 225-761-0551 - Baton Rouge, LA
Broker/Realtor,CRS, ePRO, SRS, B.A.Chem

Great perspective.  And I think it's right on.   Discerning where our customers are and flowing with them is powerful & effective.  It keeps me from getting in the car and driving all over town to see 10 homes when the purchase is a year away.  It helps me drop everything else and show 10 homes when a family is relocating and MUST be in their new home by Jan. 1st.

Nov 20, 2008 01:29 AM #56
Cedric (Ced) Reynolds
Covina, CA
(909) 263-4569

Emily, thanks for the congrats and your comments.

Kathy, you are so right. "Waiting is tough..."  Thanks for your comments.

Bonnie, lol...I'm sure you wouldn't scare anybody.  Thanks for participating in the discussion.

Steve, thanks for your wise words.  I agree with you.  Every situation is different.

Brian & Marie,  thanks for the kind words.  Glad you are on the non pushy side...

Nov 20, 2008 04:19 AM #57
Cedric (Ced) Reynolds
Covina, CA
(909) 263-4569

Lisa, you are right about us determing the level of urgency our client has.  Thanks for your comments.

Debe, thanks for teh congrats on the "little gold star".  Also thanks for your comments.

Jean, shoppers are setting the pace more and more.  Thanks for your comments.

Peggy, nobody really likes to be pressured.  Glad you don't pressure people. Thanks for commenting.

Ilyce, love the way you put it, "nurture their own enthusiasm and urgency..." Thanks for the tip.

Nov 20, 2008 04:28 AM #58
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