INDUSTRY NEWSNationalReal Estate News

The power of certainty

Now, more than ever before, vendors want their real estate agent to be a lot more than a flashy suit. A confident mindset, a clear sales strategy and a belief system based on certainty are the tools you need to win listings in today's climate.

As we head into the second half of the year, 2020 has been one of those years we wish we could forget. First there were bushfires, then floods, and now we are in the middle of the COVID-19 pandemic.

Today, more than ever, we need to sell leadership and mindset when we stand in the living room of would-be clients.

We need to create trust and security for the potential seller.

In this market, the question is: ‘how do we create tangible certainty within ourselves that we can project onto others?’

We want sellers to believe they will be better off for choosing us to sell their home.

Every agent faces objections and we need to remember that an objection is a just a limiting belief.

The number one thing agents need to focus on is our belief system.

Our sense of certainty.

Think about it this way; when you meet someone and you have some level of rapport and connection, you’ll almost always find the person with the most certainty will influence the other party.

Your certainty overcomes their doubt.

Once you’ve done this with your potential client, you can then go deep and wide with your strategy because they’re buying your belief.

You need to be solid on your belief system every day. 

To do this, you need to know what the clients want.

Given the unprecedented times we find ourselves in, some people are freaking out and fearful.

They’re looking for guidance and want someone to light the path forward. 

Three rules of sales:

  • Sales is about doing what’s best for the client.
  • What’s best for people is outside of their comfort zone.
  • People will fight to stay within their comfort zone. 

The sales agents that make the biggest difference in the world are those we call visionaries.

They see something that no one else sees.

What people have lost in the current climate is a compelling future.

You have to build a compelling future for your client to go on this journey with you. 

Ultimately, in this market, they are buying certainty.

So, how can you demonstrate certainty in a potentially falling market?

Certainty is a combination of clarity and confidence.

Clarity is how you will take them on this journey and confidence is that you can get them their price.

If you ever wonder why you didn’t get a particular listing, it’s usually because the prospect doesn’t feel certain about you or your strategy.

Establishing certainty needs to happen at the start of the listing appointment, not at the end of your presentation. 

Most of your listing appointments will be with people who have no idea how the presentation will go.

All they know is that they want to sell and have someone who can get them the highest sale price, in the shortest amount of time, with the least amount of hassle.

In the back of their mind, there is some hesitation.

There is a fear about what are you going to pitch to them, how much your commission is, and they wonder whether they can trust you to get the best possible result. 

First, you need to layout an agenda, so they know exactly how the meeting will go.

Once they know what the next hour of their lives will look like, they can relax and trust the process. 

Once they understand the process and, more importantly, your incontestable value as to why they should hire you, they will lower their defences because they know you’re taking them where they want to go.

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Claudio Encina

Claudio Encina works directly with some of the leading agents and sales teams in Australia to identify how to deliver optimum performance. For more information visit