ORLANDO, Fla. – Feb. 22, 2013 – Real estate agents who fail to consistently close deals or generate referrals may need to take a look at their ability to establish trust and build rapport with clients.

Customers want to do business with someone they like and trust; and if they don’t find that quality in an agent, the agent won’t make a sale. To make a positive first impression and earn trust, realty professionals should be personable and friendly but not overly familiar. It’s a fine balance between professionalism, educated advice and friendship.

From an operational perspective, maintain direct eye contact, positive body language and try to find a balance between listening and talking. If in doubt, listen more than you talk.

Agents also should be considerate of a client’s time by starting and ending appointments on time, but make some “small talk” to warm up prospects before launching a sales presentation.

The big no-no’s: Agents should never curse, talk down the competition or try to bluff a question when they don’t have an answer.

Gauge how you’re doing

Agents need real-time information from clients and prospects on how they’re doing, so they can make adjustments if necessary. Plus the info can be valuable for future marketing campaigns, brand positioning, customized messaging and public outreach.

This can be accomplished by listening (again) and, just as important, paying attention. In addition to a single client and a single sale, a realistic analysis of comments from buyers, sellers, renters, landlords, etc., can clue an agent into whether his or her brand is working.

Source: RISMedia (02/21/13) Boe, John; Realty Times (02/21/13) Bosch, Stephen

© 2013 Florida Realtors®