select
|

Charm school for Estate Agents

In a competitive property market where stock is short and demand is high, what can a real estate agent do to gain the competitive edge?

In New York City, which is one of the most competitive property markets in the world, real estate agencies are taking a different approach to seal the deal. They are employing charm coaches to make their agents more likeable. How does this help the agent?

Agents are trained to present a more agreeable persona and also how to adjust their work habits so they’ll have more time to project this softer and gentler image to their clients. The agents are taught how to be outgoing without seeming pushy, a quality that any client who has been hounded by an overly persistent agent would appreciate.

Likability is the key, clients spends hours and hours with an agent. If they don’t like the agent, they’ll choose someone else.

Studies from the agencies and the coaches have shown that complaints from home buyers are usually the same - me agent  is always on the cellphone; they never listen to me;  my agent is more interested in other clients than in me; the only thing my agent cares about is closing the deal.

The training helps agents to negotiate the delicate relationship between agent and buyer to achieve the results both parties want. To date, over 200 agents have used this training to help them gain the edge over others.

So what can an agent do?

The key is to listen to your client - instead of talking most of the time, an agent should listen to what the client is saying. If you are going to ask yes or no questions, you are doing it wrong. You should be asking open ended questions. For example, ask them what are the amenities they need close to their home.

It further shows that clients appreciates an agent that doesn’t check their phones throughout the showing or meeting. This makes them feel valued and would help the likeability factor a great deal.

Being friendly at the end of the day is the easiest and quickest way to be more likeable, this doesn’t just apply to during the deal but afterwards. Word of mouth remains a powerful marketing tool in our digital era and when you check in with a client after they have moved into their new home to find out how they are settling into their new surroundings they will remember you the next time they are ready to move. They could even refer friends or families to you.

Real estate agents will do well to remember that they aren’t simply selling their clients a house - they are selling them a home which will become a big part of their perceived quality of life. It is therefore vital that the agent really invests in a client.


  Comment on this Article

  Please login to post comments

Post to my facebook wall
  
2000
Characters remaining


    Latest Property News
    • 21 Nov 2017
      As more and more South Africans look to invest in property abroad, Spain is offering them one of the best deals in global real estate.
    • 20 Nov 2017
      Since 2012, sectional title complexes have been leading the South African property market, not only in terms of price growth, but sales volumes as well. Remaining relatively strong, even in the face of 2017’s political and economic turmoil, experts say this market segment could offer valuable insight into South Africans’ property purchase priorities.
    • 20 Nov 2017
      Regardless of whether you are purchasing your first start-up home, downsizing or moving in with roommates, finding ways to maximise small spaces can be a big advantage, says Adrian Goslett, Regional Director and CEO of RE/MAX of Southern Africa.
    • 20 Nov 2017
      Property valued at approximately R1 billion is on High Street Auctions’ sales floor during the month of November, including the much-anticipated sale of the Tshwane Mayoral Residence and the land occupied by one of South Africa’s oldest operating gold mines.
    • 17 Nov 2017
      FWJK has announced the launch of its latest residential brand, the Lil’ Apple, which will be launched simultaneously in two developments in Cape Town and Umhlanga totaling 600 apartments. The Lil’ Apple is set to be a brand of FWJK’s New York style apartments which will be rolled out nationally.
    • 17 Nov 2017
      It’s been a tumultuous year on many fronts, with socio-political uncertainty setting the tone for much of South Africa’s economic activity yet despite this and seemingly counter-intuitively, the residential property market has held up well.
    • 17 Nov 2017
      The EAAB (the Estate Agency Affairs Board) recently claimed that around 50,000 illegal estate agents could currently be operating illegally.
    • 16 Nov 2017
      Penthouses are synonymous with New York – characterised by high-rise living that is decidedly luxurious and spacious. While exclusivity comes at a price, you can still create a “penthouse” look and feel in your existing apartment or even the upstairs bedroom of a double storey house with some clever design changes and styling touches.
        
    X
    Subscribe to the MyProperty Newsletter

    Name  
    Last Name  
    Email Address  
    Email Frequency
    select
    X
    Share this Page

       
    For Sale Property
    Rental Property
    More Options
    About
    Connect with us
    FEEDBACK