How to create loyal buyers

If a client mentions that they would like to have a big back yard, the translation may reveal that what they really desire is privacy, or a place to garden (self-actualization), or the aesthetics of a view. While most agents would run out looking for a big back yard, you know that their real desire is to have the derived benefit, even with a small yard. You can apply this to even the most mundane elements of a home, such as a dishwasher, separate dining room, 2 car garage, etc.

 

This first step of discovering what your clients are feeling about their next home may take an hour or more, but it can save you many hours of searching and/or frustration. Since the essence of our work is building relationships, this is a priceless opportunity. You become a trusted friend in the process. Your clients understand more than ever before what is important in their new home.

 

Your notes will tell you which 3 or 4 benefits are the most important to your clients. Explain that every home purchase involves compromises and that they have indicated that some things are not to be compromised. Ask, “If I locate a home that has [benefits: one, two and three], are you prepared to buy it?” This may seem like an aggressive question on paper, but when you have gone through Step I thoroughly, you will have a solid relationship with your clients that allows you to ask for this commitment. They will feel that you understand their desires better than anyone before, even better than they understood themselves before the interview.

 

If the answer to Step II is yes, the next question secures the client relationship. Explain, I work with only a few clients at a time so that I can devote my time and energy to serve them well. In order to justify that commitment, I need to ask you to make a similar commitment to me? “Would you be willing to work only with me?” Most often they are totally sold on you and can say yes easily. If there is another agent in their thought, you may want to add, “for a period of 2 weeks.” If they don’t want to commit, move on to the next client.

 

As I mentioned at the beginning, I have used this interview process many times, and found it so effective that sometimes I have been able to show my clients one house, point out to them that it satisfies [benefits: one, two and three], and they buy it.

 

Review:

 

Ask lots of open-ended questions and listen, listen, listen. Ask clients to tell you more about  [their answers.] Summarize the big three benefits and ask for a commitment to buy. Explain that you make a total commitment and ask them to commit to you. May you have much success with this interview process!