You may have heard of the cliche, "People don't care what you know until they know you care". It couldn't be more true than in our business. People must know that we have their best interest at heart in the beginning of a relationship as well at the outcome of the transaction. This practice will correlate directly to their trust of you as a professional.
If you make an emotional connection with those you address, you will succeed in prompting the action you seek. Anyone can gain the attention of someone by being a comedian or throwing facts around, but a successful real estate agent succeeds only if his/her listeners can relate to the agent personally...you must make that connection.
Give some thought to a time when someone moved you to do something important, whether buy a product or service, make a significant change in your business or personal life. It's likely that person appealed to your emotions, not just your intelligence. And your response had much to do with how you felt about the speaker as with your thoughts about what he said.
A few ways to create a connection and let them know you care:
- Create pictures with your words; show instead of tell. Instead of them telling them now is a great time to be buying, draw a picture in their mind of their dream home, in that great school district. Instead of telling them they can save on a home in this market, show them how they can use that savings in tax deductions, paying off loans, etc.
- Always speak with with passion. Your excitement in what you do is contagious. Demonstrating conviction in your message, not only helps to establish your credibility, it makes you more fun to listen to.
- Appeal to people's deeply held values, not just their self-interest. When you show someone's personal values can be honored by taking the action you're asking for, you have a much greater likelihood of success.
- Show compassion for your listener. Don't bore them with endless statistics and set aside an allotted time you will be talking to them and stick to it. Be open, emotionally available and, above all, honest. If you don't know the answer to a question, say so and promise to find and relay it promptly...and do it. You will gain their respect more than if you just say you do not know.
- Use metaphors, similes and stories to put your points across. Giving an analogy to something you have experienced gives you credibility and might help the person understand your position. Good stories illustrate points and command interest by appealing to our humanity. We identify with the characters and the difficulties they face. People are far more prone to remember stories than other forms of information.
No matter what type of real estate matter you are discussing with someone, find a way to leave them on an emotional high and knowing their best interests are your only goal.