A real estate agent can have the latest marketing collateral and promotional items: 4-color postcards, calendars, pens and mugs. But a successful real estate agent must possess something far deeper for their own personal marketing success.
What is it?
What situation does an agent rely on for success?
Talking to a prospective buyer or seller. Or, I should say "listening" and getting the other person to do the talking.
Interpersonal communication – or highly personal marketing – has no equal.
Richard Streitz of Baldwin Hills Realty told me why real estate agents must possess the ability to connect well with others. After all, most agents do essentially the same tasks.
“Many home sellers lack respect for real estate agents,” Streitz told me. “Agents have to be able to communicat
e to people of all backgrounds. Each new client will test the agent’s credibility. And that is on the line when the real estate agent is sitting down a seller or a buyer.”
Something as simple as asking assessment questions during an open house can help an agent develop those interpersonal skills and respect. Most people walking in to an open house may not be serious buyers. After time, it’s understandable a real estate agent could get tired of the same situation.
However, a few questions like “what brings you to the neighborhood?” and “what made you decide to stop in?” or “are you looking for yourself or someone else?” can open many doors and get the prospective client to begin talking.
When the prospect is talking then the agent’s in a position to gain information which can help build trust and credibility – and even gave gain new leads.
Streitz said it’s important for agents:
- To know how to present themselves
- How to engage others in conversation
- Build trust and credibility
Streitz said it doesn’t matter what brand name is on the realty office. The client is “buying” or respecting the individual sitting in front of them.
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