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Real estate is more about people than properties. 

Since 78% of real estate sellers and 63% of buyers still find their agent via recommendation from someone they know, the relationships you create with your clients will determine the success of your business.

Your brand is the level of customer service you provide. Exceptional experiences create memorable stories your clients will tell their friends and family while saying "You need to chat with MY agent".

At Saul Good Gift Co, we have a unique insight into how Real Estate Agents conduct their business. We get to see the trade secrets of the best in the business and what sets them apart. Unfortunately we have also had too many regular opportunities to squirm in discomfort at some of the tactics other agents use that completely miss the mark. The distinction between the two is not what they are doing, but how they are doing it.


High Producing Real Estate Agents Make Their Clients The Hero

All memorable stories have a hero.

Every great hero experiences a challenge they need to overcome. If the hero could resolve his or her own problem, there wouldn’t be a problem in the first place.

They need a guide.

The guide is the character that has the knowledge and skills to help the hero overcome their personal obstacles to be victorious in their endeavour.

Your client is the hero. You are their trusted guide.

For people to feel like they are the hero, they must feel like they are the most important character in the story, not just another transaction.

silhouettes of 2 super heros


Understanding The Hero's Journey

Throughout, their entire journey, even before you become their agent, you must make your client feel like the hero.  You need to deeply understand their expressed, and unexpressed needs. Your hero will tell you what they want from the transaction. These will be the bare basics of the service that you provide to them. What goes without saying.

The gaps in their experience and knowledge are their unexpressed needs. Your job is to find out not only what their real estate goals are, but who they are as a person so you can anticipate their needs and what are the emotional reasons behind their real estate transaction.

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Learn as much as you can about your hero beyond the basics, for example:

  • What is their personality type?

  • What makes them nervous about their real estate journey?

  • What are their preferences? What don't they like about this kitchen, what do they like about that one?

  • What are their schedules?

  • What are their hobbies, who are their children, their pets?

  • What is their preferred form of communication?

  • What are they passionate about?

  • What types of food do they like?


As you build your relationship over time, the more you learn about your hero, the more opportunities you'll have to make their journey in real estate with you a memorable one.


Easing the Hero's Journey

What is the trademark of every great hero?


Most heroes don't buy or sell homes on a regular basis. It's both scary and exciting. Even if they have done it in the past, they probably don't feel confident going to battle the dragon again this time. Their decisions include the well-being of their family, the vision they have for their future, and even their identity. This is a huge adventure for them and has the potential to be very stressful.

You on the other hand, buy and sell houses every day. You could slay that dragon in your sleep. Your role as the hero's guide is to help them remove the frustration, stress, and self-doubt, on their journey to buy or sell their house.

The difference between you and your competitors, is how well you ease your hero's journey. The easier you make it easy for them, the more relaxed and comfortable with you and the process they'll feel.

powerful fist pumps

Anticipating The Hero's Needs

Know what your hero needs before they know. This means putting yourself in their shoes and empathizing with their experience. It means picking up non-verbal cues such as vocal tone, facial expressions and body language. Listen carefully, learn to read in between the lines and pick on what people's hot buttons are.

Look for ways that you can anticipate your hero's needs and provide solutions to anticipated problems upfront. This can be as simple as telling them where to find free parking at a viewing in a busy area.

Pro-active communication is key. Keep them informed throughout the entire process. Don't make them chase you when they are starting to worry or feel disconnected. By communicating with them regularly, you'll avoid frustration and build trust.

While the home is the transaction, how the person feels at the end of the transaction is what's important.


How Do YOU Make Your Client The Hero?

We'd love to hear your stories. Comment below and share them with us. We might even feature them in a future article!

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