SANTO DOMINGO. -Renowned real estate consultant Elizabeth Martínez, a leader with more than two decades in the sector, stated that the biggest challenge agents currently face is learning to sell beyond the basic characteristics of a property, prioritizing human connection over technical data.
In an interview on the program La Ventana, El Inmobiliario Media Group , Martínez, who belongs to RE/MAX Metropolitana, explained that many agents continue to use a sales model focused solely on square footage, rooms and amenities , an approach that has fallen behind the real needs of the modern buyer.
He recalled a phrase from an international broker that transformed his professional vision: “Don’t sell me the meat; sell me the taste of the meat,” insisting that selling involves conveying sensations, lighting, views, spaciousness, and lifestyle.
Martínez maintained that the client seeks to understand what makes a space special. “The client knows what a living room and a dining room are. What they want is to understand what differentiates them,” he stated.
Technology without losing the human element
During the interview, the consultant acknowledged the digital boom and the growing presence of young agents visible on social media. However, she cautioned that the sector cannot rely solely on viral content.
“Houses don’t talk; customers do,” he said, emphasizing that no digital strategy can replace human attention, active listening, or respect for the buyer’s needs.
He pointed out that many agents lose clients because they prioritize visibility over support . "The client doesn't leave because they want to; they leave because they weren't served," he reiterated.
High turnover due to lack of sales training
Martínez explained that the high turnover in the sector is largely due to a lack of sales training. Professionals from diverse fields—engineering, economics, law, marketing—enter the market without a solid sales foundation and leave when they don't see quick returns.
He shared the anecdote of a young man who came to his office saying he wanted to “make a lot of money.” After warning him that there would be months without income, he pointed out that a lack of realistic expectations causes many agents to give up before developing essential skills.
He indicated that, without adequate training, agents replicate old models or focus on superficial content, affecting the quality of service.
A vision built from experience
With 26 years of experience, Elizabeth Martínez recalled that she began her career in 1999 and that since then she has managed to accompany several generations of the same family, thanks to her focus on trust, closeness and respect.
She explained that, before the digital age, the great women in the sector grew professionally through strong relationships and personalized service, a model she considers essential to recover.
Martínez concluded that the future of the sector demands selling experiences, not just properties. She asserted that the balance between technology, credibility, and human interaction will allow more agents, especially women, to build stable and successful careers in the real estate market.
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