Sales Techniques for Real Estate Pros

How many times have you shown a buyer a series of houses you thought matched her needs, then ended up writing an offer for something entirely different? How about buyers who lose interest because you just can't locate the right property? Both scenarios happen to most agents occasionally, but when either is a common occurrence it's time to figure out why.

In a Rut With the Same Old Questions
We all seem to ask the standard questions: how many bedrooms and baths do you need, what's the minimum square footage you require, is a garage or basement necessary? Those questions can all be answered with a "yes" or "no," and the responses easily fed to our MLS databases. Unfortunately, they don't provide much information about a client's desires.

When we ask open-ended questions, we gain better insight into what the client is really looking for. What is an open ended question? It's one where the person you are talking with is encouraged to give a more detailed response.

• Instead of asking what type or size kitchen a buyer is looking for, ask how they use their kitchen area. Do they entertain a lot, and if they do, is it with large groups that would benefit from open spaces or small dinner parties that would be more comfortable in a formal dining room?

• Someone who loves to cook would probably be impressed with a chef's kitchen, but the client who would rather bring home Chinese take-out might prefer to see extra dollars invested on amenities in other parts of the house.

More Answers = More Questions
You'll find that each answer to an open-ended question leads to the opportunity for more questions and answers. Before long, you'll have a better overall picture of what the buyer's true needs are, and that gives you the edge when identifying properties. Even though you might not hit the perfect property the first time, showing buyers things they like right from the start is a great way to keep them from drifting to other agents.

You Have to Know the Market
When buyers describe their dream home, you have to know where to find it. Set aside time every week to view new listings. Attend open houses, especially those held specifically for agents. Those showings give you the opportunity to get to know your fellow agents. Your peers are one of the best sources of information available to you, and working with them always brings rewards.