Handshake 2Being successful in sales comes down to truly understanding your target audience. Yet, very little credence is ever given to understanding what buyers and sellers are looking for in a real estate agent.

The world of marketing is seeing a tremendous emphasis placed on psychology. Companies want to “get in the heads” of their consumers to figure out their buying behaviors and what makes them make a buying decision. Here are three things consumers are looking for in a real estate agent:

  1. Someone they can trust. Consumers are looking for someone they can trust, yet building trust takes time. You cannot rush this.  Establishing relationships is the key to building success in real estate and takes actions. As the old saying goes, “actions speak louder than words.” Do what you say, when you say and lead by example.  Don’t talk for the sake of talking. A lay person wants expertise. Research it, find it, study it, and be prepared. Expertise builds trust. Also, be reliable and an agent who can be counted on.  There are over 40,000 agents in ARMLS competing for every buyer and seller. It’s important to stand out. Trust is earned and then rewarded.  Someone who is trustworthy provides honesty, integrity, knowledge, responsiveness & negotiating skills.
  1. Someone who will communicate. Communication is key. However, effective communication starts with being an effective listener. It’s crucial to listen and really hear what is being said. People want to be listened to rather than talked at. Also, consumers want regular communication during the entire buying/selling process. They want an agent who will keep them in the loop and never leave them wondering. Commit to a communication schedule and stick to it. Make your commitment to communicate part of your buyer and seller presentations. Many potential referrals are lost each day to poor communication.
  1. A problem solver. As mentioned above, people want to be heard. More importantly, they want their needs met and problems solved. The only way you can do this is by knowing what they are. The only way you can know what they are is by asking the right questions and focus on listening to their answers. This eliminates making costly assumptions about what our clients need and want. Defined in the dictionary, “Problem Solver” is a thinker who focuses on the problem as stated, tries to synthesize (to form) information & knowledge to achieve the solutions. Remember, it’s not about you, it’s about your client.

For many agents, the focus is on their wants and needs. It’s not necessarily always a priority issue, but rather not taking the time to truly understand our client base. If you spend more time focusing on the needs of your clients, you will achieve greater success.

For more great tips to enhancing your real estate business, order my new book, 21 Habits of the Highly Successful Real Estate Entrepreneur. Michael Weinstein MBA.