Real estate agents work in one of the most competitive environments in business. As your mentor has probably taught you, the competition is cutthroat, the market is flooded and rivals are unrelenting.
You could be the best agent that ever lived, but one of the realities of this business is that you will always miss a sale. There are those that will get away.
It does not matter if it is your fault or you are just unlucky, the bottom line is that a lost sale, is a lost sale. At times, you could put out the best pitch there is in real estate, but still fail to sell. The sad part is that all your efforts will count for nothing if you cannot wrap up everything. Below are guidelines for focusing on closing the sale.
- Put everything down on paper
When you are talking to the prospect, they will feign interest even when bored and itching to say no. You need to understand that as human beings, we get bored really easily and informal conversations tend to fizzle out when we lose focus. We also find it hard to conceptualize abstract concepts. You therefore need to put down everything to captivate the prospect. Put down some figures and break it down for them. Show them the reason you think they are going to benefit from the sale. Use charts and point out the benefits of making a decision in the affirmative.
- Be clear with your communication
Prospective buyers will find it hard to seal a deal with an agent who acts shady and evasive. You will need to put all cards on the table. Double speak will only hurt your image and sending mixed signals can be both confusing and outright off-putting to your client. Always say the truth. Do not promise things you cannot do. Do not focus too much on figures that have no truth in them. Keep it true throughout. The client will find your honesty refreshing. Over time, the image of real estate agents has taken a continuous public battering, and you do not want to fall right into the stereotypical notions that bedevil the industry.
- Do not rush the prospect
You have to treat the prospects as if they have already made the purchase. Rushing them creates the misconception that you really need to move along. Of course, that is what you want to do, but you do not want to make it so obvious. It is important to calm down and exercise patience. Some buyers will drag things along because they are not yet decided. They are floundering, and they need your assurance. They need a reason to stay in the loop, but they also need a motive to beat a hasty retreat. It does not help them leave you without a sale.
- Throw in some humor and smile a lot
When focusing on closing the sale, you need to push your other projects to the back of your head and concentrate on the present moment. You have to cut the image of a friend and a confidante. Be cheerful about it all, because the buyer will tend to tense as the closing stages draw near; we are all anxious when a deal involving money nears the end, because any number of things could go wrong. Crack some jokes, have some fun and make the subject of the money appear less important than it actually is.
- Ask one last time, just to be clear
Always encourage your clients to be clear about their decision because it offers you a chance to counter any reservations they might have. If they sound guarded, then it is your fault, because you allowed it to happen. A wary client is dangerous; they can slip through your fingers in a heartbeat, because it could mean that they are undecided. It could also mean that they have decided not to take your deal, but are just going along with you because they feel sorry that they have to say no after wasting your time.
Focusing on closing the sale is the most important lesson you will ever learn in real estate. Whatever you do, smile, do it even when a client makes a personal remark that is not pleasing to you. Learn to smile when saying no, smile when saying yes and smile when the client puts you on the spot over an issue.