By Raquel Salas
Special for El Inmobiliario
Augusto Varoni, a top salesman, had achieved an impressive record of over 27 properties sold in a single quarter during his second year. His enthusiasm and ability to connect with clients and investors allowed him to triple his sales figures, making him a leader in his field. However, his success was threatened when the construction schedule for a development he was involved in began to unravel, leaving the land desolate and overgrown. Client pressure mounted, and the relationships he had cultivated became strained and conflictive.
As the weeks turned into months, Augusto faced insults, constant phone calls, and threats of lawsuits, leading him into a deep depression. The developer's lack of communication left him feeling powerless, and his confidence vanished. This story illustrates the serious problem of poor communication in the real estate sector, an issue that deserves attention.
I could continue with the story; however, respecting the objective of this space, which focuses more on an opinion than on a column of literary narrative, I choose to get down to business.
Getting to the point
I think of an old saying: “Effective communication is the bridge between confusion and clarity.” This is especially true in the real estate sector, where a lack of communication between agents, clients, team leaders, and developers can turn what could be a friendly process into a real ordeal.
Poor internal communication has serious consequences. When real estate companies ignore communication protocols and fail to provide timely updates, the work environment suffers. This results in discouragement, lack of commitment, and a loss of credibility. Therefore, it is crucial to strengthen and develop clear and effective strategies for corporate communication.
I have personally experienced the unpleasant and stressful situation of dealing with delays in project delivery. These delays, which often exceed the timeframe stipulated in purchase agreements, generate confusion and frustration.
Poor communication between developers and agents
The developer's silence can leave agents feeling powerless. Clear communication from the outset prevents many problems, allowing agents to prepare their clients for potential delays and avoiding reputational damage. However, some developers face delays for various reasons, ranging from unforeseen circumstances to poor permit management practices or simply negligence.
Regardless of the cause, a lack of timely and transparent communication triggers collateral damage that affects families, real estate companies, agents, and collaborators who adhere to professional ethics. Sometimes, the absurd justification is heard that most developers deliver late, which is patently untrue. Following the example of those who do things poorly is a cult of mediocrity; the reality is that far more choose to do things right and succeed.
To improve communication, developers and construction companies must openly share their construction schedules, transparently report the status of each process, and promptly notify clients of any anticipated delays. Maintaining a communication approach based on respect and assertiveness is essential.
For their part, real estate agents and companies must create and maintain effective communication strategies, properly vet each development in their project portfolio, and build a fluid and honest communication channel with each developer. Furthermore, it is essential to standardize the relevant information that prospective investors need to know, from how and how much to reserve a property to explanations of due diligence processes, purchase formalization, and handover.
Conclusion
Effective communication is vital in the real estate sector. As the famous writer and philosopher George Bernard Shaw said, "The problem with communication is the illusion that it has been achieved." It's time for all stakeholders in the real estate sector to take action and commit to improving communication, not only to protect their interests but also to build stronger, more trustworthy relationships. Clarity and transparency are the path to success.
The author is: Public relations officer for Mystiq developments, CEO and founder of Positive Refocus, director of the RP Media Group, life coach and motivational speaker certified by John Maxwell Leadership, co-founder of the introspective podcast Green Dogs, author of "Before Saying Yes" and "Time for Me".
