I have long said, “real estate is a people business”! Oh, I can hear the rumblings now… “But Blaine, didn’t you swear off cliché’s and erroneous business maxims in this blog”? Good catch! I knew I could count on you to keep me honest.
What I mean by realty being a PEOPLE business, is that it actually has little to do with real estate, or the property itself. Unless you are a builder, or investor, your commodity as a Realtor is in the service you provide, not brick and mortar. How many times have we been contacted by a potential buyer wanting THAT particular house, only to realize for one reason or another, it was not suitable for them? At that point, do we camp out on the front porch of THAT property, or begin to work with the buyer? You see what I mean by it being a “people” business.
That being said, there is a whole new kettle of emotional problems in working with clients versus a house. Yes, emotions come into play when you work with people. It’s not so much a buyer wants THAT house, but rather what they think it represents. How will their family be affected by the move? Are their children safe here? Does this dwelling allow the family to accomplish it’s goals? And those newly single may not wish to be reminded of times at their prior residence, or the pain of losing a member of their family either through separation or death. We think of the experience being most emotional for our buyers, but we must remind ourselves, sellers are people too. Typically, we just don’t see them as often, and may not consider what is going through their minds.
But, unless we are also clinical psychologists, how do we deal with all these feelings, which aren’t even ours? The answer to this complex problem is simple; we talk. We ask questions of our clients, understanding their first response may not be the most accurate. We advise, tell stories, give feedback, and ASK for feedback. We must constantly “take the temperature” of those we are trying to help. Which means asking some of the SAME questions throughout the process to ensure our clients needs and wants haven’t shifted once they receive more information about the real estate process. I learned early in my career to not WAIT for my people to offer comments, or ask questions of me. Often times, they don’t know what to ask, don’t want to look ignorant of the process (which is why they hired us), or feel a bit overwhelmed and simply don’t know where to begin.
As the professional, it is up to us to anticipate problems and ask questions before they get too big. For some of us, this does not come easy. There are those in real estate who are very good with numbers, and willing to do whatever it takes to hammer out a good deal for the people they serve. But, is that enough? These are the left-brain people (much like myself), who don’t understand why someone would seem disappointed when “the numbers look really good”. We must continue to probe, and pull the details out of the minds of others.
For those of us not suited to reading the impressions of our listeners, it may be a good investment to enroll in a public speaking course at a community college. There, you will learn to judge your listeners’ reaction to the information you impart, to see if they are following what you are saying. Or for that matter, to better analyze whether what you are saying is even relevant to your clients. Dale Carnegie Training and Toastmasters International are also wonderful organizations to help you with speaking, listening, and critical thinking.
The fact that you asked the exact same question a week ago is completely irrelevant! All people change their goals to accommodate what obstacles life throws their way. It is OUR JOB as professionals in the business to keep up with our clients shifting desires. A house doesn’t change its wants and ambitions, people do that. Life would be so much easier if real estate were truly a housing business.