Making Connection

We’ve written in past Playbooks about the importance of “Understanding Your Client’s Personality Type” and how that knowledge can help us tailor our approach to clients on an individual basis that best suits their manner of processing information and making decisions. In other words, that understanding will help us make a better connection with our clients—and potential clients—and that will help us build our business, as probably the vast majority of folks choose and continue to work with a broker based on how well they connect with that agent as a person.

Of course, that assumes the broker has a platform of experience, expertise, and market knowledge that’s a “given” in terms of the potential client’s assessment of them. In other words, remember that when competing against equally qualified agents, it may boil down to that personal connection rather than who has the shiniest presentation.

Along the lines of making connection, a recent article on Inman News struck me as having some great ideas to fine tune our approach to making that personal/professional connection. “Nonverbal Communications Is How Agents Really Win Listing Presentations” stresses that fact that, while we often focus on memorizing scripts to showcase that new presentation or sweat over the exact price to show on the CMA, it’s often the personal connection—based on noverbal communication—that can separate us from the pack.

The article quotes a successful agent, Cindy Stockhaus, and her suggestions for the art of creating a personal connection:

1.     Mirror and Match: Match your voice, your cadence of speech, and your body language to your client.  This will put them at ease and make them feel more connected to you.

2.     Listen: Hear what your client is truly saying and respond accordingly, rather than thinking about what you’re going to say next.

3.     Build Commonality: As you have them give you a tour of their home, try to create a common bond by finding shared interests based on decorating style, pictures, and passions. (Think sports, travel, kids, fashion, etc.)

4.     Be genuine: Bring yourself to the table.  People can tell if you’re faking it . . . and they want to do business with YOU, not who you think they want to do business with.

So, as you think about interacting with your clients and potential clients—whether for listings or as buyers—keep in mind some of these noverbal keys and make sure your connection with people as individuals is genuine. And guess what? When you’re genuine, you’ll enjoy your business even more!

David M. Hassler

Director of Coaching