Selling doesn’t stop with advertising; it’s just the start.
Some real estate agencies allocate massive amounts of money on advertising with the aim of generating buyer interest in their listings. In some cases, such strategies are successful and agents quickly have prospective purchasers genuinely looking to buy.
The reality, however, is that most properties take much more than a flashy advertisement to sell - advertising is just the start, and once a real estate agent generates a lead; that is when the real challenge begins.
The notion that direct selling, subsequent to advertising, plays the primary role in converting leads into conversions is something that all real estate agents should try to comprehend, because it is ultimately their ability to market a property directly to a buyer that will secure them a sale.
Here are five essential skills to help real estate agents turn buyer interest into investment.
1. Dress to impress
Despite appearance sometimes being overlooked on the list of traditionally valued real estate principles, do not discount the notion that the way you dress will impact others’ perception of you and your skills as a real estate agent.
This is particularly the case in regards to first impressions, where attire is commonly perceived to be a key indicator of a person’s quality and character. In a professional context, many people presume that if a person is dressed unprofessionally, that their work ethic will be the same; it goes without saying that this is not good if someone is pitching for a prospective client’s business.
As such, you should always ensure that you present yourself cleanly, neatly and dressed in professional attire.
2. Develop trust and rapport
It is vital to establish trust and rapport from the outset of your relationship with a prospective buyer. To achieve such, you should demonstrate genuine interest in their needs, wants, values and expectations, and also be honest about your ability to deliver to their expectations.
It is therefore important to ask the right questions, in the right ways. Open-ended questions can be useful in this respect, as they generally facilitate detailed responses, which can enable you to develop a comprehensive understanding of buyers’ preferences, and to build sales strategies accordingly.
3. Pitch ‘brand you’
Upon meeting a prospective buyer for the first time you should tactfully convey your personal value proposition to them. For example, you may wish to share personal mantras, express knowledge of relevant markets or highlight previous client-success stories.
Your ultimate goal, in this respect, is to demonstrate the uniqueness of both you and your services so that the buyer leaves convinced that you are the best agent for the job.
4. Gather data
It is often the case that a prospective buyer enters a real estate office ‘browsing’ for properties. In such instances an agent might talk the buyer through a few locales, establish a price range and even suggest some listings; however, once the buyer leaves, the agent, in many cases, will never hear from them again.
In light of such, agents should always try to get the contact details of prospective purchasers, such as full names, telephone numbers and email addresses. This information should then be entered into a database so that the agent can subsequently follow-up with the buyer.
Contact your leads as soon as possible after meeting with them, especially if they’ve showed interest in some of your listings. Initiation of a quick response demonstrates that you are an attentive real estate professional who is serious about helping them to find a property.
Similarly, it is important that you respond promptly to any follow-up inquiries that the buyer may have.