Talking is an action that we do so naturally that we don’t even realize that it can be a strategic weapon for success, at the same time that it is capable of leading us to lose a client, due to communication errors.
In the real estate business, this seems even crueler. After all, the sales process is complex and time-consuming and involves high amounts of investments and commissions.
Have you ever imagined losing all the effort and trusting relationship won by a single mistake when talking to the customer?
To prevent this from happening, we have listed in this post the most common communication mistakes made by real estate agents. See what they are and get ready!
1. Not knowing how to listen
The communication mechanism is very simple: two or more interlocutors share important messages and information.
In communication, in addition to delivering the information, it is also necessary to receive what the other has to offer, especially when the broker’s interest is to please the customer and make a sale.
This is because, in order for him to know what the needs, preferences and criteria are for the client’s choice, it is necessary to listen to everything he has to say.
And listening is a more complete action than listening: it involves giving full attention to what is being said. That is, the information is understood and saved for later use. Therefore, the broker must be empathetic.
2. Using outdated or wrong communication channels
The dynamics of information sharing can happen in different channels and formats.
When sending a message via WhatsApp, e-mail or on a call, communication can be successfully established.
However, it is necessary to observe an important aspect: the communication channel must be useful for all involved, in addition, it must have the necessary response speed for each type of information.
To make it clearer, if a seller accepted the proposal that his client is offering for his property, it is necessary to pass on this information quickly and an email, however digital it may be, may take time and not show enthusiasm for the novelty, Is not it?
Some clients also prefer or need to use more modern communication channels, and the realtor needs to be prepared for this.
If the client needs to make a video call over the internet because he is traveling, for example, the broker and the real estate agency must be equipped to do so.
Losing a deal by using outdated methods of communication is also very bad for the image and networking of professionals and the broker.
3. Not knowing details about your target audience
Communication can only be done with a customer, or on social networks, to attract new business. Whatever the focus, it is essential to know details and information that can help in personalizing the conversation.
When advertising an apartment on social networks, for example, the way of writing and detailing the property needs to be consistent with the profile of the potential buyer.
In a noble area and with higher values, it is necessary to give a tone of sophistication in communication. For stores and commercial warehouses, the approach needs to highlight the region’s potential for business.
This customization is only possible when you know details of the client’s profile, but some brokers forget to do this prior search and end up inverting the form of communication.
Digital tools offer an interesting solution for the broker to get to know his target audience better: the metrics. These are detailed reports that show how a person interacts with your official website.
Information, such as gender, age, city region, etc. are available for the broker to understand his client’s behavior. Thus, it is simpler to get in touch with these people, avoiding communication errors.
4. Lack of empathy in speech and posture
Whether you are an investor or a client looking for your first apartment, enthusiasm and empathy for the acquisition of the property must be transmitted.
However, some brokers are apathetic and show little willingness or interest in the situation, often because they think it has no potential for closure or that the commission will be low. Each sale should be considered a learning experience and a way to increase networking. That is, it will always have value.
Demonstrating to the customer that the success of their purchase is also that of the seller is very important.
Small attitudes by the broker can put everything at risk, such as showing impatience with the client. In this case, the person may feel embarrassed, believing that it is hindering the work of the broker and that the ideal would be to look for property alone.
Remember that some buyers may be so insecure about the purchase that they tend to become more sensitive, thinking that they should not close the deal or that buying a house is not part of a possible financial achievement – even if it is clear that it is. viable.
5. Think that personal image is not important
A personal image is also an important form of communication.
When a real estate agent does not take care of his personal image and wears clothes that are inappropriate for the environment, he is losing his credibility. After all, if he knows what the dress code for that environment is like, why is he out of it?
In this sense, even the body posture transmits communication, whether positive or negative. Presenting a property already thinking that it will not be accepted by buyers, for example, makes the broker take actions, even if unconscious, that hinder the sale.
He ceases to value the positive points with more enthusiasm and shows insecurity with the lack of information about the property.
Even if that is not the ideal option, it is necessary to keep in mind that the experience of presenting a good and knowing how to value its characteristics is part of building an image that the broker only works with high-quality options.
However, remember that dressing in expensive clothes is not the same as dressing well. It is possible to wear clothes that are unsuitable for the professional environment using only designer pieces.
So, take a look at the way entrepreneurs, CEOs and other important figures in the corporate world dress up for interviews, for example. You will notice that there is a predominance of more neutral colors and clothes with sober cuts.
6. Think you don’t make communication mistakes
Even the oldest real estate agents make communication mistakes, and to think that they are free of them is one of the worst because it stops the professional from evolving.
More experienced real estate agents, for example, may fail to continue using the old communication channels and feel that customers should adapt to it, not the other way around.
7. Forget the ideal regularity for contacts
As it is a longer process, it is necessary to maintain frequent communication with the potential buyer. However, without excesses.
What happens is that some brokers forget to maintain regular contact with the client while others do so many that disturb the tranquility of the potential buyer.
It is necessary to have balance, regularity and make relevant contacts, that is, to transmit information that is important for the process, or for the client.
8. Vent with the customer
We don’t always have a good day. However, mixing personal problems with the work environment is not the best way to find a solution. When a professional deals directly with the public, such as a salesperson or a realtor, he can be overexposed – and that is a big communication error.
First, this attitude takes the focus off the negotiation. That is the chances of a sale being made drop considerably.
Second, the broker is at risk of being inconvenient. This can have bad career effects. Referrals for future business are no longer required, as no one will recommend an unsuitable professional.
In addition, if you work in partnership with a real estate company, there is a risk that the client will complain about you so that the company will rethink the partnership. So, if you are not on a very pleasant day, deselect the visit and try to rest or use that time to solve your problems.
If this is not possible, take the opportunity that the job offers to rest your mind from problems, focusing on your professional activities.
9. Try to be funny
This is one of the most common communication errors. It happens when the broker wants to break the visitor’s resistance with a joke or trying to demonstrate that that encounter will be stripped.
Communication errors happen and, in most cases, can be circumvented. However, customers are unpredictable and some simply do not accept such slips. Therefore, the most advisable is to always be attentive to the process and prevent them from happening.