Connecting with Your Clients: The Psychology of Sales

As a Realtor®, you already know that people make decisions – even big ones, such as the purchase of a home – based largely on emotions. But those emotions are complex, and what triggers an emotional response in one person might have the opposite effect on another. How can you, as a Realtor, understand the psychology of sales better in order to give your clients the service they deserve?

The Emotional “Hot Button”

People are always looking for something, whether it’s convenience, comfort or safety; there are dozens of possibilities. Your job as a Realtor is to find out what that is – but not everyone is forthcoming. Through carefully designed questions, you can get to the bottom of what your clients crave without any guesswork.

Instead of asking, “How many bedrooms are you looking for?” ask them if they’re planning on expanding their family, whether they’d like to set up one room as an office or library, or if they want a spare room for company. This way, you’re offering them the value they want and framing in a way they can connect with.

Keeping Up with the Joneses

The old cliché is absolutely true; people do want to keep up with what others are doing, even if they don’t know who they are. This means, as a professional in your field, you have to educate your clients about a purchase that isn’t right for them – whether it’s too expensive, too small or just won’t accommodate their needs, they’ll thank you for looking out for them.

People Need Facts

While great pictures and virtual tours help to sell houses, your clients need – and deserve – the hard facts about what they’re getting into. It goes without saying that you must be honest while dealing with your clients, but take things a step farther; give potential buyers a map to the local elementary school if they’ve got kids, bring them a stack of flyers from local businesses they can use, and give them insider tips on commute times.

You Deserve the Best, Too

If you’re not a Benchmark Agent yet, there’s still hope. Our Total Freedom concept gives you the flexibility you need to conduct your real estate business as you see fit – and leaves you plenty of time to do it. Got questions? Give us a call or fill out the form below and we’ll be happy to talk about how a career with Benchmark can help you take control of your business.