SANTO DOMINGO– Putting the client's benefit before one's own is one of the principles that every real estate agent must embrace. It's important to remember that what the client says they want isn't always what they need; therefore, timely and insightful advice is crucial for a successful sales process.
Jorge Brito, CEO of ClienteRD, was one of the closing speakers at the Digital Marketing Congress, a three-day virtual event hosted by Pixel.do. During his presentation, which lasted over an hour, he offered participants advice on his formula for successful closing deals.
“Remember to apply this principle: more pain, more emotion, less complication. Increase the pain because it's like responsibility; when you handle the customer's pain, you identify with them, and every sale alleviates pain. The fascination lies in speaking to the customer about their pain, but in a positive way,” he explained.
He explained that less complication is key because nobody wants to complicate their lives, and more excitement is needed because people buy based on emotion. The expert believes that every agent should focus on and be informed about everything that affects the surrounding area of a particular property.
“Focus on what benefits the customer,” he emphasized while speaking to the group of attendees at the conference entitled “The Power of Follow-Up in Closing Sales: Become a Customer Magnet.”.
He summarized “the five key questions you should ask your client” into one: inquire with the prospective buyer about what they want to achieve. “Because when you ask them, they formulate a plan and explain in detail what they want. Sales in the real estate world are made with a vision for the future, not the present; talk to them about how they are already living the experience.”.
He urged those involved in buying and selling properties to remember that a property's present value is its price, while its future value is its worth. He advised real estate agents never to send clients multiple options without first asking what they want, and to send only those that meet their needs or requirements.
“Not everyone can be your client,” he stated, recommending specialization, which he asserts is a fundamental strategy for achieving better results in advising clients.
"The customer who doesn't ask questions is the most challenging because it's assumed that he knows and he's the one who is inclined to listen, not to ask questions. He waits for you to explain. If all he said was 'I'm interested,' you analyze it and look at what impacted the customer and ask him questions, testing the waters to see if he's clear about what he wants.".
Never send a voice message to a customer without first asking if they are available, warned the ClienteRD representative. “Sometimes we say the customer wasn't interested, but it's because they can't receive the call or listen to the voice note because they're in a meeting.”.
He recommends always sending text messages to document the information provided and safeguard evidence related to that information. In his opinion, 85 percent of customers buy based on recommendations.
“Save your client time, invest in your personal brand, in your networks, don't be afraid of the price, the client buys value, not price.”.
She concluded her presentation with the reflection that "selling is about building relationships; don't close doors to close sales, focus on building the relationship, and that relationship will open doors to your entire network and all your acquaintances.".
