Those of us interested in SEO (Search Engine Optimization) have heard how import words are. For instance the choice of the proper domain name and "Key Words" in web site titles and more can make a big difference when we want to create a search engine friendly site.
What about the words we choose with our client's day in and day out? Having attended many seminars and classes over the years I have to say that these words have had the most impact on my career and impacted those around me.
In 1997 class in Los Angeles real estate trainer Howard Brinton said the average Realtor asks for business by simply asking "Do you know anyone that needs to buy a home?"
Howard said turn this around by asking enthusiastically "Who do you know that needs to buy or sell real estate today?"
I told an associate about this once and he liked it but didn't do jumping jacks over it. Then one day I went to lunch with this associate and a young friend of his named Joe.
After a few minutes at lunch I asked Joe how business was for him. He responded by saying it was pretty good. He then asked me how business was for me. I responded by saying business was great for both buyers and sellers and there were some great opportunities for those looking to buy.
I then leaned forward towards him and looked right into his eyes and asked "Who do you know that needs to buy or sell real estate today?" Immediately Joe gave me the names of 3 people bang, bang, and bang.
My associate friend started to giggle and he said to Joe, "George was trying to prove a point to me and he sure did it!".
You see when we ask someone "Do you know anyone that needs to buy a house?" it gives them permission to say "No" just like we say "No thanks, were just looking" at the department store.
However, when we look at someone directly in the eye and enthusiastically ask "Who do you know who needs to buy or sell real estate?" They try to think of someone they know. They do this because people genuinely want to help when asked this way.
Some other ideas are:
Sellers:
- What did you like or dislike about your last real estate experience?
- What is the most important thing to you when selling your home?
Buyers:
- Did you notice the "Features" of this home?" The extra insulation will reduce your utility bills. Walking distance to all schools is a real plus because it cuts down on transportation costs.
- In other words, too many of us just show homes. Superstar Ron Campbell of Albuquerque New Mexico is huge on selling features and benefits of a home. This is important because first and foremost you are pointing out a feature that may have been overlooked and secondly, you are coming across as an informed and professional Realtor.
These type of words allow us to gain valuable information from our clients and also makes us look like a true real estate professional that cares about the client.
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George-
Your words and observations are right on target. Although i do not believe it is appropriate to script our dialogues, we can do a better job with our thoughtful questions and professional sounding comments. For example:
1. On the front end of a listing presentation the most important thing to do is first ask, "what are the three most important things that you would like me to cover in this presentation today?"
2. It is critical to make offers in person and not by fax. It is amazing what can be learned by the other agent and or sellers when that is done. Watching and listening will beat the fax machine everytime.
3. After carefully constructed words-- keep quiet-- another great time to learn.
Great stuff as always. Our words can either build up relationships or destroy them. Also, it isn't what we say but how we say them.
George ~
These are the same words, that my personal "real estate coach" has taught me to use.
They work really, really well...
Paula
George - ah the magical power of words! I think Brian Buffini uses the same words as well.
The power of words - may we all use them to their fullest advantage!
Ann
Ann - Thanks my friend. Words are soooooo powerful. Have a great weekend.
Christina - Onward and upward!
George - this is right on point. If you've been saying the same thing for years and haven't gotten the desired results, then perhaps it's time to say the same thing....but in a different way.
Sometimes it's not what we say, but how we say it.
Thanks for another one of your wonderful posts.
Gail - Thanks and yes, words are so very important.
Aaron - Very true...have a great evening.
Roberta - Good for you..."You go girl!"
Melissa - Keep at it my friend!
Kelly - Very, very true my friend. I hope all is well for you.
Thanks so much for the tip! I like that line...can't wait to use it!!!