“El Inmobiliario takes advantage of its anniversary month to remember some of these interesting articles, of great interest to our community of real estate agents.
SANTO DOMINGO – Every real estate agent wants exclusive properties, but to achieve that goal, things must be done right and professionally. Never accept a listing over the phone; a good real estate agent knows that to truly connect with a property, they must observe all the details of its surroundings in person.
The reflection comes from Iván Guerrero, one of the leading real estate agents of Plusval Dominicana, after speaking last year with new agents participating in the CBR 01 certification, organized by the Association of Real Estate Agents and Companies (AEI), held in November 2022, in virtual mode.
El Inmobiliario takes advantage of its anniversary month to remember some of these interesting articles, of great interest to our community of real estate agents.
Guerrero wants the new agents to perform correctly and therefore shares his wisdom accumulated over 20 years, as an expert in resales, as a permanent teacher in the AEI certifications.
"It's not about poetry; in this business, you must be observant, thoughtful, and sensible when visiting a property to win over a potential client, from the surroundings to the smallest detail. Ask the owner what it was that made them fall in love with that property.".
“People buy to avoid pain or satisfy a need; the buying process is essentially emotional. People buy based on emotion and then rationalize; they think about the emotion that property generates for them,” he said.
It all starts with good prospecting. “Record every detail, since the agent usually goes out to scout several properties at the same time and can get confused between one property and another, record even the silence,” he said in a poetic tone.
For a Senior Associate at Plusval, when a real estate agent is acquiring a property, they're doing a double job: acquiring a property and selling it themselves. That's why that meeting with the owner, creating that connection, is so important.
"From the moment I have that meeting, I'm conveying a message, building a relationship with that owner from that moment on, and when I have an offer, that initial connection will have a positive impact because that trust will help at the time of closing. Don't waste the opportunity to create that empathy; the owner shouldn't be a stranger to the agent.".
He highlighted the advantages of good photography when marketing a property, but stressed the importance of not altering the image so that potential clients are not disappointed when they see the property and complain to the agent that it does not match the images presented or published.
How to write a good text
Guerrero guided the participants through the process of writing a good copy. “Highlight the benefits, create a catchy and creative title, make sure the first two lines grab the potential client's attention, write it with the potential client in mind, and include a call to action—that is, what you want the reader to do with that information.”.
