Elite AgentSELLING + MARKETING PROPERTY

Tell them ’till we sell them!

Do you make daily calls to your vendors because there is an office procedure says you should? Perhaps you could build better quality relationships if you focus on quality communication, rather than quantity. Ric Mingramm gives his opinion.

Tell them ’till we sell them!

Do you make daily calls to your vendors because there is an office procedure says you should? Perhaps you could build better quality relationships if you focus on quality communication, rather than quantity. Ric Mingramm gives his opinion.

“Communication is a process that requires a sender, a message, and an intended recipient. The communication process is only complete once the receiver has understood the sender.”

“Real Estate”, we are often told, “is a people business”. It has really little to do with the property but all to do with how you relate to those involved in the transactions.

If this is the case then why do we try to create a “McDonald’s communication” process to manage our relationship with those that make us or break us?

The answer is quite easy, often we know no better, or have heard the hype from a number of trainers, top sales agents, mentors, Principals or other influencers that “the easier the process the more we can process”.

This is very true, but most sellers don’t want to feel that they are being processed,they want to feel they are being serviced. You see, we often lose sight of the fact that we are in a people business.

To provide effective service, we don’t necessarily need to call our seller each day or several times to keep them engaged. We need to engage our customer on a personal level and determine how we wish to work together to pass information so that we can make decisions.

Sure, as agents we need to set boundaries, but for me a daily call from an agent talking drivel would tell me that they aren’t spending the time talking to buyers for my property. I’d want an update on any actions necessary from me, feedback from buyers and market information that is appropriate and will help me get a result, but WE would previously have set these contact parameters at the time of appointment.

I’ve heard some trainers say, “Just find an excuse to ring them”! I’m sorry;some sellers do understand when they are being played and this sort of frivolousness fractions trust and relationships.

The key is not just making contact but communicating!

Communication is a process that requires a sender, a message, and an intended recipient. The communication process is complete once the receiver has understood the sender.

“I know that you believe you understand what you think I said, but I’m not sure you realise that what you heard is not what I meant.” (So true on so many levels)

Sending an email, SMS, facsimile or written report to a seller is a great idea, but is very easily open to misinterpretation. In legal circles, uncorroborated written evidence lends less weight than a personal attestation. Why is this? Written evidence is open to interpretation and may not be what the writer originally intended.

How often do we get surprises from friends, family or customers who have misinterpreted our messages? Often this is because we don’t communicate – we just send information with no real context.

When I was a sales trainer we often used to write the phrase “I never said he stole the money” and asked students to define what that meant in their own words. These 7 easy words can be interpreted in numerous different ways, but guess what when spoken, the voice intonation makes understanding much easier.

So what are the rules for communicating effectively?

  1. Set a communication protocol and make sure that your customer understands it
  2. Tell them the truth (softening the message or positioning information does little for development of trust)
  3. Use more than one method to pass information
  4. Always seek confirmation of the recipients understanding of the intent of the message.
  5. Use all modern technology available, but remember the voice is the best method to communicate.

A quick follow up call to your sellers with truthful accurate and relevant information will assist them to make decisions to help you get a result for them and will do marvels for your referrals after the fact.

Good Luck and Good Communicating.

Show More

Ric Mingramm

Ric Mingramm is a licensed Real Estate Agent and Auctioneer in NSW and QLD and has recently joined PRD Nationwide North Lakes as Sales Manager.