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Real estate is about service, not sales

Don’t make buyers the right fit for a house – find the house that makes the right home for buyers.

It’s important to stay up-to-date with industry developments to remain competitive in any sector. If you want to get into the real-estate industry, be aware that the best agents and agency owners keep track of regulatory changes, property trends and best practices to offer the best services to clients.

One common misconception that leads agents down a futile path is the notion that real estate is all about sales. Even the most skilled salesperson in real estate soon learns that there’s much more to the profession than selling and listing homes.

As a potential real-estate agency owner, it’s imperative to have a grasp on what makes real-estate agents successful.

For a moment, set aside the concept of sales in real estate. Next, consider the significance – emotional and financial – of purchasing a home.

Think about the risk potential buyers are taking. Contrary to what many assume, agents who empathize with their client as they make one of the most momentous decisions of their life are generally more successful than those who seek to exploit them.

Show, don’t tell

Whether you’re working with a buyer or a seller, your ethics, honesty and professionalism hold more weight than your sales experience. In this industry, it’s vital to be trustworthy and to have a positive rapport with your clients.

Why waste time trying to convince them to buy a property that doesn’t suit their needs, just to make a quick sale? It probably won’t work, and they’ll be less likely to trust your advice at the next, potentially more promising, viewing.

Think consulting

Who appears more genuine: a flashy salesperson boasting of their accomplishments or a humble consultant guiding you in a direction that genuinely reflects what you want in a property – whether that’s a work-in-progress with great sell-on potential in an up-and-coming area or the finished article with good transport links?

It is important to get your name out there, but let your happy clients be the ones to spread the word about your skills and insight – word-of-mouth is a much more potent form of marketing.

Smart marketing

When you have positive results and credentials to share, simple online marketing tools can help convey your accomplishments.

A mobile-optimised, slick website with professional photographs (anyone who has been house hunting will know the difference high-quality photography can make in arranging a viewing), compelling facts and figures (“95% of our clients said they were ‘happy’ or ‘very happy’ with our service”!) and customer testimonials (“finally an estate agent who wanted the best for us – not just out for a quick sale!”) will help you market yourself without being pushy or overly sales-driven.

Do your research

A real-estate agent can approach their position two different ways: either by trying to make buyers the right fit for a home or by making a home the right fit for buyers. The former option can work, to some extent, for those with charm – for a while. But word of mouth works both ways.

It’s not about the sales pitch; it’s about how you can best serve your clients – and thereby help your business.

Melanie Luff

About the author

Mel wrote for all titles in the Dynamis stable including, and as well as other global industry publications.


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