Now more than ever, it’s important to create a positive perception around the services you offer. Jonathan Pressman offers nine ways to ensure your brand becomes synonymous with integrity.
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According to the National Association of Realtors (NAR)Honesty and trustworthiness rank second among the top criteria buyers consider when choosing an agent. Unfortunately, despite our fiduciary responsibilities, people still compare us to telemarketers, used car salespeople, and advertising professionals.
While there are certainly some unscrupulous agents out there, the vast majority of us sincerely want to help our clients. While we can’t flip a switch and change public opinion, we can do our best to continue to earn the trust of buyers, sellers, tenants and landlords. Here are some tips on how to do this.
1. Exercise patience
As an agent, you’ve probably encountered your fair share of time-consuming and half-hearted clients. Still, it’s important to give every prospect and customer the benefit of the doubt and be patient as they make what is, for many, the most expensive purchase of their lives.
2. Provide your honest opinion (if you can)
You are an expert in the field, and while you can’t tell your client what to do, you can give your opinion on the price and condition of the property or the terms of the offer.
What seems obvious to you may be news to your client, so take the opportunity to point out features of the home—just be sure to avoid expressing your opinion of the neighborhood to ensure you avoid any potential violations of the Fair Housing Act “the behavior of.
3. Respect their price range
I hear countless stories from people about how agents tried to sell them a home that was way beyond their budget. In my experience, the easiest solution is to ask your client directly if their budget is stable or if they would like you to send potential options that may be slightly more expensive.
Your customers appreciate you paying attention to their finances, and this is a great opportunity to learn more about how much they’re really willing to spend.
4. Communicate early and often
Communication is an important part of every relationship, whether professional or personal. Even if you don’t have any updates, customers will appreciate follow-up messages.
Let them know you’re still looking for off-market homes, reverse prospecting, or following up on offers for them. Remember, while you may be working with six clients, each of them may be eagerly awaiting your updates.
5. Follow up after transaction
Many agents never follow up with their clients after completing a transaction, which may (understandably) lead your client to believe that the agent is only interested in earning a commission. Continuing to follow up with your clients after you have been paid shows that you are still thinking of them and care about their well-being.
Even a brief text to get to know your buyer and their new home can go a long way. In addition to building trust, regular touchpoints are good for your business and help generate referrals and repeat business.
6. Throw away your phone
Real estate agents are on call 24/7, but in most cases a text message or email can wait until after the showing or meeting.
Fiddling with your phone when you’re with customers or clients may give the impression that they’re not a priority for you. Instead, put your phone away and give them your undivided attention.
7. Use empathy
Sometimes it’s hard to put ourselves in our customers’ shoes. For example, if a customer is upset that a seller rejected their offer, it can be helpful to show a little empathy.
You know they’ll probably find another house, but if you can comfort them and encourage them to stay positive, it can lead to a stronger working relationship.
8. Show up on time
Punctuality is important in every business and shows that you respect other people’s time. When you consistently show up on time, your prospects and clients know they can rely on you to stick to their schedules and keep your promises.
9. Attend viewings in person
Most of the time, your customers choose to go with you, rather than random agents on your team. While you may need insurance from time to time, it’s also important to accompany your buyer clients to view homes. Your client could work with any of thousands of other agents, but they have made a commitment to you and it is only right that you repay their courtesy by touring the home with them in person.
It’s not just real estate
When you only talk to clients about real estate, they may conclude that your only goal is commission. While your focus may still be real estate, you can still talk to your clients about their hobbies, jobs, or even their favorite restaurants.
By starting conversations and getting to know prospects and customers, you can help build and strengthen relationships based on mutual trust.
Jonathan Pressman is a real estate agent who writes on a wide range of financial topics. Connect with him on LinkedIn and Instagram.
