Here are the top three skills, or abilities, you need to succeed in residential real estate sales:
#1: Your ability to convey credibility naturally.
If you've been in real estate for longer than a few months, you probably know that your business depends more on how well you influence prospects than it does on your credentials, listing presentation, appearance of your signs, or what kind of car you drive. Even the most shockingly inept, rude, sloppy, or crazy real estate agents succeed when they convey credibility. If a person BELIEVES you can do the job, they're more likely to hire you. Period.
#2: Your ability to understand and influence how people make decisions.
Psychologists have described the process a person goes through in making a decision. A good consultative salesperson knows these stages and will help a person "walk" through them, gently drawing them towards a decision rather than pushing them. A good consultative sales course will show you how to dissolve objections rather than "handling" them, how to get people off the fence and make it look like their idea, and how to ask the right questions to ask at the right time to move someone subtly to a decision point. By developing this second most important skill, the first most important skill tends to fall into place naturally.
#3: Your ability to create personality-based prospecting.
If you're doing prospecting that suits your personality and you are eager to get in front of people, you're obviously more likely to do it rather than finding excuses. But to get to that place of joy in prospecting, you have to recognize your personality traits and make use of them by finding or modifying a prospecting approach that fits you. For instance, here are some ways I've helped agents find their "sweet spot" when in comes to prospecting:
If you like speaking, training, or hamming it up, then giving workshops is a great platform for you to build your business on. I show agents how to run Free Workshops to generate clients.If you like "schmoozing" with people, you could be a natural at networking, if you learn how to do it right for real estate agents.
If enjoy talking to business owners, you could try on a benefits marketing system to reach their employees.
If you like farming, there are 32 different strategies for running a farm, everything from block parties to running a coupon system like "Groupon."
I've noticed among the real estate agents I coach, that Skill Number 2 is the one with the highest leverage. By developing a natural ability to influence other people's decisions, both prospecting and conveying your credibility happen more peacefully.
If you've ever wondered exactly how to DO consultative selling, you're not alone. Here's a free guide to light the way: Openhanded Selling.
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