By Jeff Shore
Imagine you have to set up up two friends for a blind date. You think they’ll be a great match and will get along famously. You want this to happen.
Here is what you are likely NOT to say as you introduce this idea to one of your two friends:
“He’s 5-10, 180 pounds, in generally good shape, sees his dentist on a regular basis, is mild in nature, good breeding material, has blood type O-positive, and he likes to do Sudoku puzzles.”
Gee, how could your friend possibly resist such a compelling and charming description as that?! This description does not, in any way, convey the fact that you really truly want this match to happen.
You are much more likely to say something like this:
“Tommy is a great guy! He’s funny, interesting, and a really good conversationalist. He makes everyone around him feel comfortable. He calls his mom every week (I know, right?!), loves kids, and even though he is an athlete he’s not a “dumb jock”…the guy reads Shakespeare for crying out loud! Oh, and did I mention that he looks like a male model?!”
That would be more like it, yes?
I mean, how ridiculous is it to describe what is often an emotional experience in dry, analytical terms? Not only is it ridiculous and not compelling, it could even be off-putting!
And yet that is what happens in real estate sales every single day.
It is up to you to create a strong and positive emotional tone for buyers. You are setting them up on a blind (ish) date and you want this to happen!
Give yourself and your customer permission to enjoy the process as the real, live human beings that you are!
Set up the experience with a brief and emotionally engaged overview of the home you are about to show. Just one or two sentences are all you need.
You want two achieve two primary objectives:
- Transfer positive energy to your customer
- Explain why you feel so excited for your customer to see this particular home
This approach allows you to impact the customer’s attitude before he walks through the door. You want to lead him into a positive mindset in which he is anticipating that something good is about to happen.
Think of a restaurant server describing the special of the day. We hear this description in two possible ways:
“It looks good. A lot of people are ordering it. It’s not my favorite dish, no matter how it’s prepared, so I’m probably the wrong person to ask.”
“Oh my word, it’s amazing! I had it for dinner earlier this evening and it’s one of the best dishes I’ve had since I started working here. You have to get it!”
If you decide to order the special based on version two, you will do so with great anticipation. Similarly, your home buying customer takes her emotional cue from you.
If you exude genuine excitement about “the special,” your customer will feel excited, too!
Your introduction might sound something like this:
“I’m really excited to show you this home because it represents so much of the life you want to live. I don’t want you to just tour the home; I want you to try it on for size. Mentally move in and we’ll see if it’s a good fit. Let’s go!”
The Four Components of an Engaging Introduction
Let’s break this down in a little more detail. Here are the four components of a strong, emotionally engaged home introduction:
- Be excited in your delivery—enthusiasm is contagious.
- Make it about the buyer. When possible, refer back to things you learned in discovery.
- Use elegant and inspiring language that grabs attention. (i.e., don’t be boring!)
- Make it actionable at the end.
I encourage you to practice your introductions on the next few homes you plan to show before you try this with a customer. Practicing with a peer will make your practice time even more productive!