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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.


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