Real estate is a social industry. In this business, strong communication skills can carry you a long way.
As an agent, a key strategy for converting leads and streamlining transactions with active buyers and sellers is to prioritize clear, efficient communication with your real estate clients.
Why Is Communication So Important for Real Estate Success?
As the industry continues to migrate online and more transactions are digital-first, it’s becoming more important than ever for agents to improve their communication with clients.
We’ve likely all had experiences where a stalling communication results in missed opportunities or slow-moving transactions.
At the same time, you’ve likely also had an experience where saying the right thing at the right time was the perfect move — and you were able to land a deal, convert a lead, or win a negotiation for one of your clients.
In many cases, communication is the “make it or break it” moment for real estate success.
To mitigate the effects of poor communication and access the benefits of direct conversations, today’s agents should spend some time honing their interactions with their spheres.
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Here are four tips that can help you enhance your communication and boost your business in 2022 and beyond.
#1. Share Facts
Buyers and sellers look to their agents to be a source of insight, guidance, and real estate knowledge. When you’re communicating with your active clients, make sure that you’re sharing valuable educational resources with them.
Rather than simply advising your client on what next steps to take, make every interaction a learning opportunity by sharing the logic and thinking behind each strategy.
For example, you might be advising a buyer client to include a personal letter, escalation clause, and earnest money in their offer.
Instead of sharing directions, step into the role of a teacher by quickly outlining why these steps are necessary. In this situation, you might want to speak a little bit about the current state of the market and explain how the high demand may invite a multiple offer situation.
Then, you’d want to define each offer-strengthening strategy so the client understands why they’re doing what they’re doing. This makes it easier for them to follow the transaction, and allows them to take part in strategic decision-making and negotiations.
Pro Tip: Always have detailed and valuable market information at the ready! You need to know the facts to share them with your clients. Make sure that you’re referencing up-to-the-minute market data and clearly communicating it to clients.
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#2. Improve Your Listening Skills
If you want to provide the highest quality service to your clients, you need to understand them. Learning about your client’s needs and fears will allow you to curate your decision-making and set the right strategy to meet the client’s unique goals.
You’ll need to develop a trust-based, open, and honest dialogue with your clients.
That requires active listening — where you don’t assume you know everything, and instead, deeply listen to what the client is saying. In many cases, you may have to read between the lines to get to the bottom of what your client is expressing.
Pro Tip: When speaking to a client, slow down and settle in. Don’t plan out what you’re going to say next when the client is speaking to you. Instead, drop your assumptions and simply listen.
Remember, buying and selling a home can be an emotional journey. As an agent, you need to be able to support, guide, and counsel your clients through the experience.
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#3. Avoid Transaction Pitfalls
Certain steps of a transaction introduce risks and issues that can be harder to overcome than others.
Agents, always stay aware of common transaction pitfalls and take extra precautions throughout the transaction process to avoid them.
Key Pitfalls to Watch:
- Property Inspections
- Loan Approval
- Offer Making
- Closing Walkthrough
When approaching each of these key moments, make sure that your client is prepared and informed. Sharing best practices in advance of these pitfalls can help streamline the process and improve your client’s transaction experiences.
Pro Tip: Consider sending out an email before each of these major transaction events that outlines the upcoming process, shares tips, and tells clients what to look out for. This will both educate and inform your clients so they can take the actions required to drive success and mitigate risks.
#4. Be Honest
Agents need to maintain professional integrity. One of the most important things to consider when providing service to buyers and sellers is honesty.
Never manipulate data to push a seller or buyer in a particular direction if you don’t genuinely think that it’s in their best interest. If you do recommend a certain strategy, but the client is resistant, be encouraging without being pushy.
Communication between agents and clients should always be respectful, positive, and transparent.
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