Top Five Tips for Successful Selling in the Real Estate and Mortgage Industry

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Mortgage loan origination is a unique business which requires trust and confidence by the potential client early on in the relationship.  In fact, the first two minutes of the initial meeting are critical to establishing the tone of the entire mortgage transaction and future client relationship. These same princples apply to Real Estate customers as well.  I've put together five tips to help you manage that initial introduction successfully and turn your customers into commission producing raving fans.

Tip One --  Be Yourself

The key to a positive first impression is the feeling of trust between you and your potential customer.  Too many times we try to make our professional persona something different than our true self.  This can be dangerous when dealing with clients.  If  the customer feels that we are hiding something or being "fake" they may, even subconsciously doubt our trustworthiness.

Interestingly, we are trained from childhood on in ways that help us instantaneously develop trust with people we come into contact with or to avoid interaction with them.  In Malcolm Gladwell's book, Blink: The Power of Thinking Without Thinking , he illustrates the point well using the term "thin slicing".  Gladwell explains that we instantly judge new people and situations "because we have to, and we come to rely on that ability because there are lots of hidden fists out there, lots of situations where careful attention to the details of a very thin slice, even for no more than a second or two, can tell us an awful lot."

Here's a question.  Have you ever been in a situation where the hair stood up on the back of your neck? When that happened were you in an uncomfortable or nervous state?

That reaction is caused by the sympathetic nervous system and is part of every person's natural "fight or flight" response.  It is an example of your bodies' unconscious response to the feeling of distress.  The snap judgments that you make about a new person or situation is automatically interpreted by your brain and sends messages throughout your body in order to protect you from your environment.  Clearly this is a response that we do not want to trigger in our prospective customer within that crucial two minute introduction.

By being comfortable with yourself and willing to expose your true self to your prospects, they will be more at ease and feel like they can trust you right away.  In fact, in the best of cases, your customer will feel privileged to have made a new friend and will want to tell others about you.

One of the most consistent pieces of feedback that I have received from my clients over the last 15 years of successful referral based marketing in the mortgage industry has been "Mikel, I don't know why but I just feel like I can trust you.  I'm going to go ahead and do what you suggest."  My response, developed over the initial years as I started to see this pattern became; "Well thank you for that compliment.  I have to tell you that your trust is well placed.  I really do care about getting you the best deal for your situation and I'd do the same for anyone who you might refer to me in the future." 

Feel free to use that script.  It works.

This is just the first of five tips that I'll be posting. If you'd like to receive the other four tips immediately, just send me an email at I'll send them out to you via email right away!

The most exhausting thing in life is being insincere.  ~Anne Morrow Lindbergh

Teri Eckholm
Boardman Realty - White Bear Lake, MN
REALTOR Serving Mpls/St Paul North & East Metro

Mikel--First of all, delete and block the spam comments above...If you don't know how, email me and I will give you directions.

As far as your post goes...great stuff here. People work with people they like and trust. When you are being yourself, people will be able to judge whether or not they will be able to work with you. If they don't want to work with the real you, chances are you will not want to work with them either.

Nov 18, 2009 07:11 AM
Mikel Erdman - Goodyear, AZ
Mikel Erdman -

Thanks Teri!  I appreciate the feedback.

Nov 18, 2009 03:58 PM