Communication Leadership: Do You Have What It Takes?

Education & Training with The Lones Group, Inc.

The Lones Group, Inc.

Communication Leadership: Do You Have What It Takes?

Real estate professionals communicate most moments of their working day. They are problem solvers, negotiators, cheerleaders and counselors. They make a living communicating and listening. The more refined your communication becomes and the more intuitive your communication style is the easier it will be for you to connect with your clients and help them make important decisions.

Communication leadership is the art of being able to help your clients make difficult decisions when emotion has gripped them with fear. Learning to tell a client NO, when they want to hear YES, is a skill you must learn how to do. Many real estate agents don't realize that when a client is in a state of heightened emotion, they may be unable to make a good and rational decision.

Gripped with uncertainty or fear they can stick their heels in the ground and turn their listening skills off. They simply can't get beyond what you are telling them at that moment.

A strong communicator LEADS their client through the emotion, to the reality, then the cold hard facts, and then to the possible solutions. They don't stop at the client's emotional outburst; they work with the client and gently explain and communicate what is in the best interest of the client.

Here is a great example of communication leadership: Imaging a seller you are working with gets upset when you explain to them that their home is not selling and they need to do a price adjustment. They threaten to fire you and blame you for the lack of showings. It is easy to get defensive when someone is attacking you. It is completely normal to feel like you need to defend yourself but communication leadership is the skill of being able to calmly listen to a client's concerns, resist the need to defend and then methodically present a good case to the client that shows them the facts of why their home didn't sell, the possible solutions and your desire to really help them achieve their goals.

Taking the time to avoid the emotion and focus on the facts is the only way you will be able to help your seller move through their emotional block so they are able to move on to the problem solving. When someone is upset I allow them to talk, to vent, to implode (as long as they are respectful) and to get it out. Once they have lost their steam I am better able to show them the facts and offer solutions. If they aren't ready for the suggested solutions at that moment I give them the gift of time to think things over. Don't be afraid of the word NO and don't hesitate to let your clients convey their most challenging concerns.

Communication leadership is all about you holding yourself steady through the emotional phase of a client's outburst. Practice communication leadership and take back control in the transaction.


By Denise Lones CSP, M.I.R.M., CDEI - The founding partner of The Lones Group, Denise Lones, brings nearly three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

The Lones Group, Inc.

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Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

So very true.  Deflecting the emotions that are sent our way can sometimes be difficult without getting caught up in it all.  I had a situation like that and should have taken a breath before responding.  Knee jerk responses never win!

Jan 22, 2019 09:42 AM #1
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Hi Denise,
Regular on-going communication can alleviate many of the problems that inevitably arise during a real estate transaction, can't it? 

Jan 22, 2019 01:34 PM #2
John Juarez
The Medford Real Estate Team - Fremont, CA

Very interesting, Denise. There are techniques to be learned in order to communicate properly. Yet, the most often voiced complaint coming from surveys of buyers and sellers is that the communications from the agent was not poor in quality but lacking in quantity. We need to reach out and talk, text, message, etc. to our clients.

Feb 17, 2019 03:57 PM #3
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

lIt is easier to blame the agent then to hear the truth Denise Lones. The truth must be done honestly and tactfully as not to insult. so glad   Carol Williams included this in SCS as I missed this post.

Mar 02, 2019 03:00 PM #4
Rebecca Gaujot, Realtor®
Vision Quest Realty - Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

Denise, great post and I agree with ... "Communication leadership is all about you holding yourself steady through the emotional phase of a client's outburst."

Mar 02, 2019 06:59 PM #5
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Emotions can run high in any real estate transaction and interfere with the ability to think more rationally and make an informed decision or solve a problem.Whether they realize it or not our buyers and sellers rely on us to help them not make decisions based solely on their emotions.

Mar 03, 2019 07:05 AM #6
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Very tough to take the hits in a delicate situation but a real pro can handle things without the deal falling apart.  Good ideas here Denise!

Mar 04, 2019 04:02 AM #7
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

I am a fan of managing my clients expectations and with that said when I do it well everything turns out well, Endre

Mar 07, 2019 10:33 PM #8
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Denise Lones

CSP, MIRM, CDEI - Real Estate Coaching & Branding
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