1. Failing to recognize personality traits.
I am a member of the Mike Ferry Organization and Mike always stresses the importance of identifying a potential clients personality trait as quickly as possible after speak or meeting with them. Many real estate professionals don't take into account the different personality traits of prospects when meeting with them. The two major personality types you should be watching out for are whether the prospects are analytical types or touchy-feely types.
All prospects may not fall cleanly into one category or the other, but getting a feel early on in the meeting about which type of person you're dealing with will help you to determine just how detailed you should be in your presentation.
If you know ahead of time that you're meeting with a stock broker, financial analyst, or management consultant, you probably should bring lots of market data with you and plan on spending a lot of time going over the data.
However, if the prospective sellers don't seem to be very interested in the market data (or you start getting cues from the sellers that they are looking for someone they can "trust" and "feel comfortable with"), then you need to put the numbers aside and start talking to them about how you work and how you will make sure that everything moves forward smoothly in the transaction.
One way to identify a person's personality type: Pay close attention to the questions they ask.
Generally, an analytical person will be specific about questions and concerns they have. For example, they may ask about the length of your listing contract, the commission breakdown, allocation of your marketing budget, and what types of marketing you do.
When you begin to notice that a prospect is asking a lot of detailed-oriented questions, you need to make sure your presentation covers those details.
Does this mean that you shouldn't include the same information for a person who is not as detailed oriented? Obviously, you want to provide the same information with all of your clients. However, you wouldn't want to spend a lot of time going over specifics and details with prospects who are not analytical types.
By correctly identifying the personality type of the potential client, you will begin to understand how your presentation should take form and to what detail and depth it should go.
Check back soon for Part 3 of Listing Presentation; Are you a Winner or Loser?
daniel
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