From connecting with the client to professionalizing processes: the keys to boosting real estate sales in the Dominican Republic.
By Pedro Ardón
El Inmobiliario
SANTIAGO DE LOS CABALLEROS.- In an increasingly competitive real estate market, the key to standing out lies in applying sales strategies that generate trust, strengthen relationships, and leverage the digital environment to maximize results.
This is the view of Jorge Arbaje Monegro, a business coach, who reveals practical methods to improve business performance and face the challenges of the digital age.
In an interview with El Inmobiliario, Arbaje explains that a common mistake in sales is trying to sell directly instead of building a connection. “People like to buy, but they don’t like being sold to. As soon as a prospect feels they’re being sold to, resistance is activated,” he points out.
The key, according to the coach, is understanding the client's psychological needs and creating a close and authentic buying experience. This eliminates the barrier of resistance, and the client feels in control of their decision.
For Arbaje, one of the biggest challenges in the real estate sector is the lack of structured methodologies in the sales process. He recommends that agents develop an organized and repeatable sales system that builds trust with clients and helps them make decisions.
“A solid process not only facilitates the conversion, but also builds a lasting and professional relationship between the agent and the client,” he says.
Jorge Arbaje Monegro. Credit: Miguel Pichardo.
“Visibility is essential. There is no conversion without prospects, and if you don't have reach, you can't generate sales,” Arbaje emphasizes.
For him, digital marketing should be seen as a strategic investment, not an expense. He recommends using social media, generating optimized content, and promoting testimonials and success stories to increase credibility. This digital approach not only attracts new clients but also strengthens the real estate firm's professional image.
According to Arbaje Monegro, customers tend to do business with people they trust and feel an affinity with. “People do business with those they know, trust, and like. Seeing an advertisement on social media is just the beginning; the agent must earn the customer's trust to close the sale,” he points out, adding that interpersonal skills are therefore fundamental to creating a personalized buying experience.
The coach also emphasizes the importance of professionalization in a constantly changing market. Many real estate agents in the Dominican Republic still work empirically, without clear processes or ongoing training, which limits their development.
Arbaje encourages agents to continuously train and adopt structured methodologies to adapt to the rise of artificial intelligence and the evolution of sales practices in an increasingly sophisticated market.
About Jorge Arbaj e Monegro
With over two decades of experience in the banking sector and his role as a coach at Action Coach, Jorge Arbaje brings a comprehensive vision to business growth, combining his expertise in finance with practical and measurable sales strategies. Since joining Action Coach, he has focused on implementing methods that prioritize customer satisfaction and tangible results.
He holds a degree in Accounting and Auditing, a Master's degree in Financial Management and an MBA from Barna Management School, with over 20 years of experience in the financial sector.
