Have you ever seen two different agents that have signed up with the same company, went through the same training and are surrounded by the same office environment and yet one seems to always go so much further than the other. Why is this? Well, there is a simple answer which is that more clients are choosing to hire the one agent more than the other, but why is that? Traditional real estate thought would tell you that success in real estate is all about the training that you receive and your expertise on contract negotiation, your ability to market your properties and other real estate techniques. There is one problem with this mindset though... if you have no clients there is no contract to negotiate or listings to market. So that begs the question: Why do some agents tend to go further than others in a shorter amount of time when they basically go through the same experience with all things being equal.
The answer is simple. THE INTANGIBLES. While the tangible parts of your business are important, as important if not more important, are your intangibles. With that being said remember this. There are 3 things that all potential clients must believe about you in order to make the decision to hire you as their Realtor:
1) THEY MUST LIKE YOU- Likeability is where many agents miss the boat. We are so busy being professional and trying to make sure that come off as confident that we lose our personalites in the process. Remember this. The high majority of your clients that decide to use your services will never know if you are good at what you do until after they have decided to hire you. All they will know in the beginning is that they like you. Once they make the decision to hire you you now get to prove to them that they made the right decision, but think about it, you do this all the time. Have you ever hired a plumber because you met them at a picnic or used an accountant because your friend uses them and you got along with them when you first met them? Of course you have so don't underestimate the power that you have in people liking you. Learn your trade but don't lose "you" in the process. You are the draw not your techniques. Believe in yourself and let your personality shine! Believe me we see this with our coaching clients all of the time. Instead of internalizing scripts so that they are trained Realtors, they read them word for word and lose what makes them unique. Don't let this be you.
2) THEY MUST TRUST YOU- There is no substitute for true sincerity and character. I like to say that character is who you are when no one else is around. If you are someone that acts nice in front of your client and then talks behind their backs about how much money you are going to make off of them then this is for you. Your clients want to feel your sincerity and know that your truly have their best interests at heart. So do you? Only you can answer that question honestly but earning the trust of your clients will do more than make you a commission, it will build you a long lasting business.
3) THEY MUST BELIEVE THAT YOU CAN GET THE JOB DONE- If they only believe #'s 1 and 2 then they will invite you over for their next picnic but they are not going to hire you to sell their home worth hundreds of thousands of dollars. In order for them to believe that you can get the job done, you have to believe it first. The #1 deterant that I see in agents all over North America is a lack of confidence. One of our coaching clients was referred a buyer last week and didn't even call the buyer because they were not sure what to do if the buyer actually wanted to work with them. I point this out because so many agents suffer from this. To build up your own confidence and gain the confidence of your potential buyers and sellers make sure to stay current on all of the market activity in your immediate area as well as what the national market is doing so you can speak from a position of strength. Gaining a potential clients confidence also lies in how you dress, act and speak. You have to mirror those that are in front of you. On one listing presentation a suit and tie may be appropriate and on the next you may come off as "slick". So know your audience and dress appropriately.
If you want to take your career to the next level make sure to master your business but don't leave out the intangibles in the process. They can be the difference between you living in the middle of the pack or setting the pace as a Top Producer!
Have a great week!