When it comes to real estate, an agent’s job is not to sell. We should facilitate and coach our clients. When someone feels or finds out they have been “sold,” they are likely to resent the salesperson. Instead, provide advice, educate, keep clients focused on the goals they described for you. This is putting the needs of the client ahead of the needs of the agent.
The best piece of advice I have received in my career has been to create value. When we focus on creating value for others, we create trust with our audience. This trust has been the single greatest asset in my portfolio. It has led to great opportunities within our industry and has helped foster some wonderful client relationships.
Work Hard and Be Honest
Work hard and be honest. Don’t pretend to know all the answers when you don’t, because in real estate, your best asset is your reputation. Ensure your clients that you will get the answer and act. Never, ever lie.
Offer Multiple Options
Be a trusted adviser. By presenting multiple options to a potential client, you can guide them to the best option for them rather than pushing something on them. We often tell people if our solution isn’t the right fit for them, and we might lose a sale as a result, but the trust we build with people by being honest generates more long-term value than any individual sale.
Most agent training on sales is about getting the “prospect” to do what we need. Sign the contract, get the sale. But it’s not about that. We are fiduciaries, so our ultimate responsibility is to serve the client. When we go in with our goals in mind, not theirs, it shows. It degrades trust. When we go in with a mindset of helping them reach their goals, we build trust. Serve. Success follows.
Written by Ayodeji Oladimeji. Edited for publication