Getting to the top of the real estate market is a goal of every real estate agent looking to make it big in the industry. Along the way, there are hurdles and challenges that need to be overcome, but most agents have a mentor in their agency who can guide them along the way. This is just one piece of the total pie that an agent needs to consider to advance their career and propel their business forward.
Thirteen members of Forbes Real Estate Council shared the one piece of sales advice that they received that has proven the most useful throughout their career. Here is what they had to say:
1. Don’t Sell
When it comes to real estate, in particular, an agent’s job is not to sell. We should facilitate and coach our clients. When someone feels or finds out they have been “sold,” they are likely to resent the salesperson. Instead, provide advice, educate, keep clients focused on the goals they described for you. This is putting the needs of the client ahead of the needs of the agent.
2. Create Value
The best piece of advice I have received in my career has been to create value. When we focus on creating value for others, we create trust with our audience. This trust has been the single greatest asset in my portfolio. It has led to great opportunities within our industry and has helped foster some wonderful client relationships. –
3. Work Hard and Be Honest
My mother, who founded our company in 1980, told me the key to success is simple: Work hard and be honest. Don’t pretend to know all the answers when you don’t, because in real estate, your best asset is your reputation. Ensure your clients that you will get the answer, and take action. Never, ever lie. –
4. Offer Multiple Options
Be a trusted adviser. By presenting multiple options to a potential client, you can guide them to the best option for them rather than pushing something on them. We often tell people if our solution isn’t the right fit for them, and we might lose a sale as a result, but the trust we build with people by being honest generates more long-term value than any individual sale.
5. Be Human
Most agent training on sales is about getting the “prospect” to do what we need. Sign the contract, get the sale. But it’s not about that. We are fiduciaries, so our ultimate responsibility is to serve the client. When we go in with our goals in mind, not theirs, it shows. It degrades trust. When we go in with a mindset of helping them reach their goals, we build trust. Serve. Success follows.
6. Hit Whatever Is Thrown Your Way
Develop an “I don’t care” attitude. The advice came from a Little League coach. I was having so much trouble hitting the pitch because I was trying to decide if it was a strike or a ball. His advice was to develop an attitude of, “I don’t care what the pitcher throws — I’m hitting it!” The advice applies to sales. Don’t care about the challenges thrown at you — solve whatever they are.
7. Strive To Create Equity
Paying rent never creates equity, property ownership does that, and you can borrow against your real estate to grow any other business. I purchased my first real estate at 19 and used it to grow education, training, real estate and nonprofit businesses internationally.
8. Be Obsessed Or Be Average
Be obsessed. That’s it, be obsessed with getting your client your product or service. Be obsessed with providing them with the highest level of service and satisfaction. Be obsessed with solving their problems and growing your business in the process. Most salespeople simply lack clarity and obsession, and you can’t show me one great salesperson who’s not obsessed.
9. Always Be Willing To Help
My mindset has always been to help people. If you are willing to help people with knowledge, skills or expertise, you will be the first in mind when they need professional services or as a referral. Your reputation is built by the things you do, not by what you say.
10. Listen and Learn
Being a good listener is key to sales success. Listening shows you care makes it possible to understand what the prospect’s true needs and wants are — which then helps you frame how you can provide a solution. Sometimes, prospects simply need to convince themselves. In those cases, you just need to listen and validate what they’re saying.
11. Provide Direct Solutions To Clients’ Challenges
The greatest barrier to success for a client is a distraction keeping them from achieving their goals. One of the most challenging barriers includes real estate development. Showing how your services can remove complicated barriers is essential to close the sale.
12. Ensure Constant Contact And Communication
Nobody knows you exist until the consumer sees you. You are the best billboard for your brand. Constant contact, communication and advertising your name/brand is the only way to let the consumer know you exist. You have to spend money on advertising to make money. If you keep your name silent, no one will ever know your brand exists or what your company offers. Advertising dollars equal profits.
13. Activity Drives Results
The more calls you make, the more networking events you go to, the more follow up you do, the better your sales results will be. Track your activities and you will clearly see that it boils down to how much you are actually DOING that generates sales. Meetings and brainstorming sessions are great, but activities directly related to generating new business will drive sales.