When someone mentions the phrase “communication skills” most of us think about relating to our clients and prospects. However, in the real estate industry, especially a correcting market, communication skills expand to a far greater range. In fact, not surprisingly, people who speak harshly to others, such as the dry cleaning clerk or the waiter at a restaurant, are likely to unconsciously carry demeaning and impatient undertones with those whom they are trying to impress or be nice to. Let’s look at the three primary professional communication experiences most of us have:
1) Clients and prospects
2) Affiliates
3) Agents, brokers, managers
So here’s the key question: do we adopt a different demeanor for each of these? Do we become a chameleon, changing like the wind when someone new walks into the room? Think about how confusing that would be! Clearly, we assume a different role, or undertone, when we are addressing each of the three noted above. In our current market where doom and gloom and stress might reign supreme, it’s more important than ever to use our communication efforts to increase and maintain professional relationships.
For instance, an agent may speak more patiently and persuasively to a prospect or client, and tend to be a little more casual and friendly (hopefully) or abrupt or authoritative (hopefully not) when dealing with a vendor. When dealing with other agents, such as in a transaction, often times, feathers will fly and control issues will prevail, making the transaction full of tension for everyone involved. What follows are some keys for each of your communication sources and how and why your extra effort matters.
Clients and prospects
One of the biggest gripe homeowners have, according to research, is their agent’s lack of communication. This doesn’t mean poor communication, it means no communication. In a slow market, there’s often no news to report to your sellers, but nonetheless, report you must. Use these communication opportunities to update, relate and add as much hope as possible. Sellers just want to hear your voice and be reminded that they are not in this alone.
When it comes to communicating with prospects, it’s important to remember that high-pressure persuasion is the way of the past. Buyers know right now that inventory is huge. Buyers are also having a harder time getting funding and with so many agents hungry for their business it’s safe to say they’re a bit gun-shy. Persuade prospects the most ethical and effective way there is: education. When dealing with future buyers or sellers, don’t assume they haven’t surfed the Web to see what’s going on. They are informed and want honesty and education. There are no quick sales, only reputation, and honest, ethical, informative communications.
Affiliates
Affiliates are your friends. And yes, of course, they want your business as much as you want an all-cash buyer for your listings. In fact, if you are not making money, neither are your vendors. It’s a tough time for many affiliates, too. Consider a more compassionate and patient tone. Use your positive communications towards creative joint-marketing conversations. Remember, your lender and title person knows people who buy and sell houses too. Treat all affiliates as the internal (and possibly external) clients they are.
Agents, Brokers/Mangers
When a deal goes south, it’s easy to get snippy or be abrupt with the other agent, especially if you can find a reasonable, albeit remote, possibility that he or she is to blame. Nevertheless, let’s remember that in virtually all transactions the goal is mutual: to close the deal and get paid. Not making an enormous effort to communicate effectively and kindly to other agents, in or outside of transactions, is akin to knocking down someone else’s Open House sign; the results will always catch up with you and they won’t be good.
As for broker/manager—agent communication, there are two perspectives. First, for agents, recognize that your leaders are eager to support your success; if you are not making money, neither are they. And like you, they still have dues and insurance and overhead to pay. Initiate communications with your office team, attend sales meetings and participate fully. There is power in numbers and motivation can be contagious when like-minded people focus on like-minded goals.
And brokers, your agents turn to you for encouragement and inspiration. With funds tight for everyone, consider emerging speakers and trainers who might be willing to motivate your team for a low fee (or maybe no fee?) with the promise of future gigs once the market brightens.
There are various resources you can make available to your agents, but ultimately, your constant, confident and encouraging communications will be a key factor in helping them work through this correcting market.
