Real estate is a people business - which means it's an emotional business! This is no surprise to real estate agents who have been both coaches of encouragement and shoulders to cry on for their clients. While some clients apply a good deal of logic and pragmatism to their real estate decisions, science tells us that the decision-making process itself is largely emotional.
In fact, neuroscientist Antonio Damasio found that brain-damaged patients who lacked emotion often struggled with basic decisions, despite having solid reasoning skills. The lack of an emotional stake in any given matter can lead to apathy, indecision, and inaction.
Conversely, strong emotions can cause us to dismiss facts and lose objectivity in the decision-making process. Better judgment can fly out the window when we are angry, anxious, or happy to the point of unrealistic optimism.
This is why listening to your clients and understanding their needs, motivations and priorities is so important! A buyer who refuses to make an offer on an ideal home may be lacking an emotional response to it - or, be held back by fear. A seller who refuses an excellent offer could be emotionally resistant to leaving the home, despite wanting or needing the sales proceeds.
Working through your client's emotional barriers is easier when you help them recognize the value of their opportunity, and how it fits in with their goals and self-interests.
BigThink magazine suggests asking clients to articulate what they feel the most strongly about - and help them discover what feels "right" when it comes to making a choice. The most practical decision may not be the same thing as the decision your client feels happy about. Ultimately, the "best" decision is the one that serves your client's best interests - while making them feel good about the choice they've made.
Need more time to focus on your clients? Contact RealSupport today for help with all of your real estate marketing!
Bonita Breit
Copywriting & Marketing Specialist
RealSupport, Inc.
