When it comes to buyers, how do you convince them you're the right agent for the job? If you find yourself struggling to work with buyers, consider these tips to help you build trust with real estate buyers.
“Do You Even Need a Real Estate Agent to View a Home Anymore?” asks Robert Farrington at thecollegeinvestor.com.
While he admits that “… viewing properties online will never replace checking out a property in person,” he offers two ways to view homes without an agent: “open houses, or you could simply go to the house and peek in the windows!”
Yes. He. Did.
Imagine the homeowners at the effect of this advice, with potential buyers creeping around their property, peeking in their windows.
“The only time you actually need to call a real estate agent is if you want to get inside the house without breaking in!” Farrington concludes.
You’ve read similar articles, I’m sure, about why real estate agents are useless today, because of “technology.” How agents don’t earn those “huge” commission checks and that agents lie about home values “… so they can get a super quick easy sale,” according to the response section of Farrington’s article.
Then, there is this response from an agent: “But getting people who don’t know you to trust you, and to understand how much you can help them is harder and harder because of bad press like this article. It’s a shame.”
Indeed, it is a shame.
When you meet a new client, there is most likely mistrust from the get go, thanks to Farrington and others like him. Your job has become a battle to win a potential client’s trust–to build rapport.
Let’s take a look at what some of the experts suggest to help you build trust with real estate buyers.
Your first lengthy interaction with potential buying clients is an ideal opportunity to distinguish yourself from other agents they may have spoken with. It’s also the start of building the rapport required to instill trust.
Aside from the routine questions (when they plan on buying, whether or not they’ve seen a lender, etc.) consider asking the following:
Why are they buying a home? The answer to this may give you valuable information on which to start building a relationship.
A couple of years ago, the media was full of news about study that found that “… one-third of millennials who bought their first home said having a better space or yard for a dog was a major factor in their decision,” Jennifer Liu at businessinsider.com.
Only 25% of them said that marriage was a major factor.
Whether your potential buying clients are getting married, growing their families or just want a suitable space for Fido, the information is something you can use to help build rapport.
What type of a neighborhood are you looking for? Aside from the features they seek, ask if commuting is an issue for them. This conversation can lead to learning what they do for a living. Again, this is information that can lead to deeper, more valuable trust-building conversations.
Which aspects of the home/neighborhood are non-negotiable?
Pay attention to their answers here. Don’t be the agent so many real estate consumers complain about–“he kept showing us homes that were too big” or “too small” or “that didn’t have a pool.”
Unless, of course, you ask them first if they want to see it.
“I know you don’t want to change school districts, but a home came on the market that has most of the features you’re looking for. It’s in the Pleasant Valley school district. Would you like to see it?”
The pandemic-caused proliferation of virtual and video tours has erected yet another barrier to rapport-building with real estate clients.
If you work in a market where you’re showing property in person, or if we ever get back to that as the “norm,” this tip is for you.
As a buyer’s agent, think of all the rapport-building time that’s lost when your buyer takes a separate car and follows you from listing to listing.
Tip number two, then, is to stop taking separate cars to view homes for sale
Use the driving time to get to build trust with real estate buyers:
The time between viewings is so valuable when you’re trying to build trust with real estate buyers. It provides the perfect opportunity to get to know your client and for him or her to get to know you.
Don’t waste it by taking separate cars.
Whether showing a home via video or in-person, don’t be afraid to give your opinions or share your insight. Not everything is rosy with every house, so get real.
By pointing out flaws, or reminding the client that a certain feature of the home or neighborhood may not be beneficial, you erode some of the perception of real-estate-agent-as-used-car-salesperson.
If you don’t think the home is right for your clients, and have valid reasons for thinking that, tell them.
Pay attention to the conversation for clues on wish list items that have changed. As you go from home to home, you can use this information to help them compare homes.
For instance, Joe and Sheila surprise you with their new-found longing for a formal dining room. They’d never mentioned wanting one before, but here they are, verbally furnishing one in a home for sale.
On subsequent home tours you can and should use this information in your conversations to help build trust with real estate buyers. “This home lacks a family room,” you say as you approach the front door. “But it does have an extra bedroom for that home office Sheila needs.”
Not only does this show them you are paying attention to what they say, but that you aren’t going to gloss over a home’s shortcomings so that you “… can get a quick, easy sale.”
In real estate, rapport is the basis of trust. The more that clients and potential clients get to know and like you, the more they will trust you.
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