In her book, Double Your Income In Real Estate Sales, Danielle Kennedy discusses several ways to communicate better with buyers. You know that showing homes is more than being a tour guide. It is an agent's job to match clients' wants and needs to a home's features and benefits. Kennedy suggests the following four tactics to achieve this:



Ask probing questions. It's important to uncover wants and needs, and any hidden emotional issues that may later hinder the closing. It's better to reveal and solve those problems early.


Avoid speaking in industry jargon. Communication has to be pure and uncluttered. Remember, clients do not understand when you say, "I'll check the MLS/Paragon and see if it's out yet. Then I'll call the OB and find out about the metes and bounds, and if he caravanned the place Thursday." Insead, say what you mean in everyday language.


Verify with feedback. You and your buyers must understand all their wants and needs and maintain that understanding throughout the entire search process. To create and maintain a rapport, ask feedback questions such as, "Do I understand correctly; you would like..." or "It is my impression that your family needs... Is that correct?" or "Do you agree this floor plan is the best one for your family?" When in doubt, ask. Misunderstandings are far more embarrassing than asking clarification questions.


Listen, listen, listen. Danielle Kennedy and many others state emphatically that one of the primary differences between top producers and others is listening skills. Check your listening skills: How good are you at blocking out distractions? Do you give clients 100% of your attention? Do you take notes and ask the right questions? Do you rush through appointments? Do you let your cell phone interrupt your conversations?


Remember, Sales & Marketing people are the highest paid people in the world. Always stay sharp!


Your Partner in Greater Success,


Bill Zimmerman (NMLS #3773)