by Ryan Taft
When I travel the country training new home sales teams, I like to ask about their perceptions of working with Realtors®.
I hear many positive responses, but I often also hear responses such as:
• “They always want to take control.”
• “They cut me off when I am trying to talk to the client.”
• “Realtors seem to think I am going to steal their client.”
• “A lot of Realtors will get in the way of the sale by telling the client that they have six other homes to see…right after we found the perfect home!”
You get the idea.
Now let me say that it seems very easy to pass judgment when Realtors® do these things.
Heck, it’s easy to pass judgment anytime anyone does something we don’t agree with or that is not in line with our thinking.
What I have found is that there is often a reason why Realtors® do what they do.
Perhaps they had past experiences with new home sales people who cut them out of the sales conversation.
Maybe they are trying to “earn” their commission by offering thoughts and opinions.
Our consulting team, Shore Consulting, asked brokers and Realtors® exactly what they wanted the new home sales process to look like.
Do you know the number one answer?
It was, “Make us look good in front of our buyers.”
That being the overwhelming response to our survey, here are three steps to make the Realtor look good in front of their buyers.
1. Compliment the Realtor® as Part of Your Greeting
Instead of telling the Realtor to go ahead and register while you ask their clients a bunch of questions, take a moment and say something like this,
“Hello John and Mary – great to meet you! First let me compliment you on choosing to work with Ed. I am sure you have already discovered he is a true professional. I personally love working with Ed and I am sure you will, too.”
If you are meeting the Realtor® for the first time, obviously you can’t compliment him or her since you don’t actually know them. In that case edify the company that is representing the potential buyers. For example:
“John and Mary, let me compliment you on choosing XXY Real Estate Company as your Broker. They have a fantastic reputation in the marketplace.”
2. Give the Realtor® the Stage
Remember that the Realtor’s® clients are paying him or her to do a good job.
If they just show up and don’t add to the process, it may appear as though they aren’t doing their job at all.
So help them out and give them stage. To do so, simply ask, “Ed, Would you mind telling me how the home search is going so far?”
3. Ask the Realtor® for Permission to Ask Questions Directly to the Client
This approach demonstrates genuine respect the Realtor’s® position as their client’s agent.
During the prior step you will most likely only hear about bedroom count, price point and timeframe, but there is so much more to discover.
To uncover more of the client’s mission ask something like this:
“Ed, would you mind if I asked John and Mary a few quick questions so I can make the best use of your time here at our community?”
Too many times new home sales people jump right in to asking the clients questions and cut Realtors® out of the process.
Instead, ask permission, it makes them look good.
If you want higher co-broke rates, more traffic, and additional income, put these strategies into effect today.
Your bank account will thank you. And you’ll have a better shot at changing someone’s world.