Mastering the art of real estate takes time and practice. Find out if you're taking the right steps forward with these unique tips and tricks.
The number of realtors in the U.S. is in the neighborhood of 1.3 million. There are new players entering the game each day with a steady 6% increase in licensed agents joining the National Association of Realtors over the years.
Whether you work within an agency, or independently, the real estate industry is driven by healthy competition. Battles for listings, turf, and commercial contracts all play into the quest for the perfect portfolio. Making a name for yourself can not only increase the commission into your bank account, but it can lead to a wealth of professional accolades.
There are a lot of things that contribute to someone being a great realtor, but one of the most prevalent is memorable communication skills. I mean, have you ever seen anyone close a deal on a killer property without exchanging a single word or email? Neither have we.
That’s why we want to share some of the top communications tips specific to the real estate industry that are sure to set you apart from the competition.
Top Five Real Estate Communication Tips
The amount of autonomy you have as a realtor is one of the best (and most daunting) parts of the job. Many people just getting their start in the industry have often gotten the same piece of advice: you’ll get what you put into it!
While that’s a great way to remind a newbie that hard work pays off, it’s not the clearest when it comes to taking a direction. Running yourself into the ground working 19 hours, 7 days a week doesn’t necessarily mean you’ll be the top dog. Yes, hard work can get you far, but if you’re not communicating in a way that resonates with people, those hours will be wasted.
So, what steps can you take to make yourself the kind of realtor that connects with people, and in turn, the kind of realtor to close deals?
Keep Diversity Top Of Mind
It’s all too easy to fall into what’s familiar when it comes to real estate communication styles. But what we don’t often consider is how and where we choose to communicate alienating different races and socioeconimic groups. You’re not only marketing to people who look and think like you after all! Ensure that your messages, and where you’re sharing them, appeal to everyone. Our top tips for creating inclusive real estate communication include:
- Recognize your unconscious bias. For example, if you’re a male, don’t intentionally domineer conversations with females.
- Listen twice as much as you speak.
- Use your client’s preferred pronouns, even if it takes an extra moment to think before speaking.
- Seek assistance from a freelance, bilingual assistant and create advertisements in multiple languages when able.
- Ask each client how they prefer to be communicated with (email, phone call, text, letter) and respect their preference.
Sometimes the little things mean the most!
Communicate Quickly and Consistently
Asking questions is generally a strong indicator of interest. Therefore, treating each and every conversation like it’s of the utmost importance is crucial. For one of many reasons. First, if you promptly and thoroughly answer a potential client’s questions, you can quickly become their go-to resource for all things real-estate. And when their friends and family are in the market, they’ll be sure to say, “Go see (blank), they have all the answers!”
Additionally, to revisit our first point, the real estate industry is heavy with competition. The odds are pretty high that a client asked the same question to 3 or 4 other people when they asked it to you. Making sure you’re polite and responsive as quickly as possible can, by default, turn that lead into a new customer. An analysis of more than 2,200 American companies found those who attempted to reach leads within an hour were nearly seven times likelier to have meaningful conversations with decision makers than those who waited even 60 minutes.
💡SimpleTexting Tip: SMS has one of the fastest open and response rates in the digital communication industry. By giving leads the option to text you their questions, you not only stand out, but you make it easy for both of you to get a response fast.
Don’t Sell, Educate!
Even though you’re in the business of property, it doesn’t mean you’re free from being referred to as a “used car salesman.” Purchasing any kind of real estate is a really big decision, and feeling rushed into something can cause a client to pull back faster than you can say “20% down payment.”
There are a few measures you can take that will help you come across less pushy, and more like you’re there to help:
- Refrain from reaching out to a lead unless you have new information to share.
- 🚫 “Just checking in to see what you think about the last property I showed you. There are a lot of interested buyers, so I want to make sure you act fast!”
- ✔️ “Hi! In case you liked Saturday’s property a new listing came across my desk this afternoon that I wanted to share with you first before I put it on the site. Let me know if you’re interested in setting up a showing!”
- Avoid abrasive declarative phrases like: “you should” or “you need.”
- 🚫 You need to look in the Plaza Midwood area if you want a good school district.
- ✔️ If your top priority is a good school district, Plaza Midwood has some of the best ranking primary and high schools!
- You have the right call to action, but at the wrong point in the customer journey. To demonstrate this example, let’s imagine a client has filled out a Facebook ad saying they’re interested in learning more about condo ownership
- 🚫 Thanks for your interest in becoming a condo owner! I would love to set up some showings for you in the area when you have some time!
- ✔️ Thanks for your interest in becoming a condo owner! I would love to hop on a phone call or grab a cup of coffee to learn more about your motivations and what you’re looking for, as well as answer any questions you may have! Here’s a link to my calendar if you’d like to set something up: http://TYZINA
Share Stories, Not Just Figures
It’s all fine and well to make it apparent how many properties you’ve handled. In fact, it’s an important step in establishing some credibility. But, there are hundreds of other realtors who have sold as many if not more properties than you.
You need more than just the facts and figures to turn a lead into a client, and people respond most favorably to stories. Not only are stories a memorable way to share information, it also creates an emotional appeal for leads to latch on to.
By stories, we don’t mean sob-stories where, out of the kindness of your own heart you connected 12 widows and their puppies to their dream homes at prices well below market. We mean honest depictions that show (rather than tell) a client how you handle a listing. Here’s a hypothetical example to give you a better idea of what we mean:
John and Jane Doe came to me a few months after moving to Memphis. They had been renting a place downtown until they got to know the area a bit better, but they were ready to take the plunge into homeownership! After a few productive meetings at their favorite coffee shop (and a brewery or two!) I learned that the Doe’s were looking for a cozy three bedroom starter home around $90,000. We spent some hot weekends touring some listings around Collierville and Germantown, and I was continually impressed with their keen eye for development and design! After four hard weeks of searching the Doe’s finally put an offer in for their perfect cozy cottage in the heart of Collierville! Congrats to the happy couple, your first beer at Memphis Made Brewing is on me!
Follow Up & Keep It Personal
If you make it a habit of listening more than you speak, the chances are good that you’ll quickly learn a lot about your leads. Including anecdotal tidbits in your communications is a great way to make a lead feel valued and heard, which goes a long way in building trust.
As we mentioned above, ensuring your follow ups aren’t pushy is important, and one of the best ways to do that is by using a casual, noninvasive communication medium. According to research by REALTORS®, 92% of agents prefer to communicate through text message, and clients respond overwhelmingly positive to it. 90% of people say they’d rather receive a text than a phone call from a business!
Our sincere hope is that these tips will help you improve some aspects of your real estate communication endeavors. Even the smallest changes present little risk, but a high payoff. Including real estate text marketing! If you’re interested, give it a try for free for 14-days. No risk, all reward!
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