How to Make the Conversation about Real Estate
We all know that face-to-face communication is the most powerful approach to rain-making, or growing your business. That’s why power lunches, listing appointments and showing property to buyers are such productive activities. It’s also important to exploit face-to-face communications in every social setting. You should take advantage of conversations about real estate when you’re out with friends or attending charitable functions or other social events.
Some agents or entrepreneurs like to believe they can separate personal communications and social events from business related functions. This is a big mistake! The best relationship building occurs in non-business settings, such as golf matches and dinner engagements. It is in these environments that people tend to relax and let their guard down. Additionally, social opportunities tend to be the most fun when compared to other prospecting campaigns.
The major challenge that many agents have when prospecting at non-business functions involves how to make the conversation about real estate. There is a simple approach that’s guaranteed to work. Make the real estate discussion all about them. Consider the following steps:
Step 1. Ask about their business. “Hi Jim, how’s business? Are you guys staying busy?”
Step 2. Talk about your business. “I’m glad to hear you’re doing well. I don’t ever remember being this busy in May. It’s a great sign for real estate values.”
Step 3. Ask about their real estate. “How about you? How are you doing with your real estate?” You can follow up this generic question with more specific questions such as, “How long have you lived in your home?” and “Have you seen an increase in prices in your neighborhood?”
Step 4. Ask about their future real estate plans. “What are your plans for the future? Have you ever considered investing in real estate?”
Step 5. Continue to build the relationship. Offer to keep them informed regarding important changes in real estate such as, appreciating values, high demand, or limited inventory. Ask for their best email address and maintain a 24-Annual Touch Campaign.