Do You Suck At Selling Real Estate?

If you sell real estate, you know you eventually end up with buyers who make you think: “I’ve shown you 26 houses. Just make an offer and buy one already and get off my case.” But that mentality is exactly why some people really suck at selling real estate.

Started From The Bottom

I earned my real estate license in 2009 in the middle of the market slump following the crash in 2008. The state of things was so bad off that many people close to me questioned why I bothered to get into real estate at all. And at first, I really sucked at it. I didn’t receive any training. I was transitioning from a showbiz career and into sales and I had no idea what I was doing.

Now, after 10 successful years in the real estate industry, and several years in the mortgage industry, I have learned the hard way how to not suck at selling real estate.

Buyers Are People First

I have interviewed numerous sales experts on the Women Your Mother Warned You About podcast with my co-host, Gina Trimarco. The most common sales advice that we hear on the podcast is that you have to care about the people you are working with.

When I first started in real estate, I had no money. I was broke, and I was desperate. Basically, I needed to get a hold of a buyer with a pulse and sell them something. I’m sure that my very first buyer knew that I was flying by the seat of my pants. I was resourceful enough to ask my broker for ideas, but ultimately, I invested in my own coach to teach me about business. That coach just so happened to be my current co-host on the podcast, Gina.

Care About The Buyer More Than Your Commission

When I first started out, I had zero skills and I didn’t care about my buyers as much as I cared about my commission. I mean, deep down I cared. But even deeper down, I cared more about myself. I didn’t get into real estate for the love of selling. I got into it because I heard I could make some serious money.

Here’s Why Some Realtors Suck At Real Estate

Purchasing a home is one of the largest investments that anyone will ever make. That’s the rationale behind any Realtor who tries to force a buyer to make an offer on a property that they are not certain about. I know I’ve done it. I’m sure some of you do it.

If you sell real estate, you know you eventually end up with buyers who make you think: “I’ve shown you 26 houses. Just make an offer and buy one already and get off my case.” But that mentality is exactly why some people really suck at selling real estate.

How To NOT Suck At Selling Real Estate:

You Have to Care About Your Clients

You have to genuinely care because your clients can pick up on whether you care or you don’t. There’s a reason that salespeople use the phrase, “commission breath.” There’s nothing that will make you more unsuccessful than commission breath. Unfortunately, it can be difficult to care about prospects if you only care about yourself.

Start with a foundation of really trying to listen to your clients. Listen to what they truly want, because most of the time, your buyer does not actually want a three-bedroom, two-bathroom house for $250,000. What they really want is an awesome kitchen because they love to cook. What they really want is that ocean view because they’ve worked hard their whole life, and they want something pretty to look at. What they really want is a fenced-in backyard because their dog is the most important member of their family.

Learn to Prospect More Effectively

I could go on and on about the reasons that you need to prospect. But at the end of the day, if you are not prospecting, then you are creating desperation for yourself. If you only have a certain limited number of deals, it becomes incredibly important to close each deal. If you have unlimited opportunity in your pipeline, then you’ll never worry when a deal falls apart, because you have so many other opportunities that are coming up.

You have to get on the phone. It’s the best way to prospect in terms of time efficiency, and it’s the easiest way to reach people. Your phone already has a ton of contacts. You can call every single person on your phone and ask them how they’re doing. Let them talk about whatever they want. Be sure that by the end of the conversation, you let them know that you sell real estate. Ask them directly: “If you hear of anyone who is thinking of buying or selling, will you please send them my way?”

Work On Your Sales Skills

Sales skills include prospecting, and it also includes asking qualifying questions. You must find out what your client needs by asking them questions. Use discovery calls to your advantage to get all the information that you need. Are the dog and the fenced-in backyard the most important thing to them? What is their timeframe? Are they a qualified buyer with a pre-qualification letter?

What are their deal breakers? Who are all the decision-makers? Another important sales skill for Realtors is negotiation. I’ve heard Realtors say that they hate negotiating, but it’s one of the most important skills you need in order to serve your clients.

Provide Stellar Customer Service

Even though you are a transactional salesperson as a Realtor, your customer service is super important. The home buying process is complex. Even if someone has bought a house in the last five years, most clients simply don’t remember how it works. They may not remember all the steps. So, it’s very important to explain each step and be willing to answer questions and make yourself available when things get confusing for homebuyers.

The owner and founder of US Mortgage Corporation, Steven Milner, likes to use the phrase: communication is the lubrication for success. This is so very true. Buying a home is a huge commitment and an emotional process.

The best thing you can do to give your clients a great experience is to constantly be available for communication. Set expectations with your buyers of how they like to communicate. Some people prefer text. Some people don’t like text. Some people prefer to meet in person. Some people are good with a phone call. Some people are too busy, and they’d rather hear everything via email.

Set those expectations upfront so that the buyer feels like they are getting clear communication from you. Follow-up after the sale and make sure everything is still good. And then follow-up every six months or every year to find out how things are going. If you do a great job, ask your client for referrals.

You Are A Walking Billboard

Keep yourself top-of-mind by constantly marketing yourself to those around you. Whether you’re getting coffee at Starbucks, at a networking event, or on social media, interact with people and remind them often of what you do. Honestly, people are thinking about themselves much more than they are thinking of you, and they may not realize what you do for a living.

Be mindful of what you are posting on social media, and how that would create a perception of you in the eyes of a potential client. How are you interacting with your circle of influence online? Are you keeping yourself relevant with engaging and informative information about the market? Talk to people. Call people on the phone. Wear your name tag. Be bold!

Get Smart and Never Stop Learning

Real estate professionals are #9 on the list of the most hated professionals in America according to MoneyWise. The reason for this is because there are so many sales professionals in the real estate industry that, like me in the beginning, have not had good sales training.

In today’s world, it’s easy to train yourself. Try self-paced courses and live workshops. You can search YouTube. You can listen to audiobooks. Find a mentor. Join a successful team. There are endless ways for you to become a better salesperson, which will make your job easier, make your clients happier, and increase the amount of money you make on your next commission check.

About the author

Rachel Pitts

Rachel Pitts is a Master Sales Coach who brings her experience as a realtor, mortgage…

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