How to Communicate Effectively with the Affluent
08/06/2019
How many times have you heard the words “if only there had been better communication”?
If you want to work with affluent buyers and sellers then learning the art of communication is essential. But, honing your skills to become an effective communicator is the differentiating factor when setting yourself up for long-term success and becoming an industry leader.
The affluent typically have little time to spare and their choice of real estate professional is often based on how information is delivered to them during the first meeting. Here are some important guidelines to follow if you want to enhance your communication skills.
The Institute recommends adding two more principles that could very well separate you from your competitors. These are particularly effective when attracting the attention of affluent clients:
Creativity: Think outside the box in both the delivery and the communication of the message. Focus on the unique attributes of the home and you will also discover how to find and target the right market.
Credibility: Create an atmosphere of trust by providing credibility in your communications. Offer clear and striking information from a credible source.
7 C's of Communication
We all communicate on a daily basis in many ways: verbally, visually and in writing. But have you noticed that your message does not always come across as intended? All the other person heard was NOISE! This then leads to miscommunication, misunderstanding or the wrong impression. While it takes time and practice, communication and interpersonal skills can certainly be increased and refined by applying these seven principles:Clear | Make your objective clear |
Concise | Keep your message simple and on point |
Concrete | Use facts and figures to support your findings |
Correct | Include the correct information and avoid mistakes |
Coherent | Ensure your message is logical |
Complete | Include everything that is relevant |
Courteous | Be tactful and polite – as this builds goodwill |
Terminology Matters
One of the biggest failures of agents when they are working with affluent clients – particularly new prospects – is recognizing that terminology does matter. Using the right terminology showcases your professionalism. Use the wrong jargon and you may rub a prospect up the wrong way. Here are few examples of recommended terminology. To learn more about these differentiating tips, take one of our training courses.- Very Successful instead of Wealthy – recognizing their achievement is more powerful than their status.
- Relevant Properties instead of Comparable – upper-tier properties are always unique so never provide a traditional CMA, instead use similar properties as references.
- Real Buyer instead of Sales/Closed Transactions – your clients are not realtors, so don’t use real estate terminology.
- Marketing Consultation instead of Listing Presentation – your job is to market their home, so why imply you are only going to list it!
- Professional Fee instead of Commission – need we say anymore?