By Raquel Salas
Special for El Inmobiliario
Today I want to talk to you about a topic that can completely change the way we interact with our clients: lead management. We know that, in the real estate world, every day can be a challenge. Imagine this: the phone rings and a client, attracted by an ad, tells you they have an urgent need to see a property. The client is available in 40 minutes! Exactly the time it takes Javier, an experienced real estate agent, to get to the project. What does Javier do? He drops everything and rushes off, convinced that "it's money." But is that really the best decision?
By giving in to the client's urgency, Javier misses the opportunity to establish a meaningful connection and understand the prospect's true needs. This type of reaction arises when we sell from a place of lack, where our mission becomes satisfying our own needs instead of serving the client. Thus, we become slaves to our profession, forgetting that our true purpose is to help others.
Just as companies establish clear rules and policies, we, as consultants, must create our own work standards. It is essential to educate the client and guide them through an orderly process that includes scheduling appointments and gathering information to provide personalized advice. The main obstacle here is the prevailing culture of urgency in the industry, which hinders client education and the implementation of appropriate protocols before a visit.
This lack of structure can lead to wasted time and resources on clients who, in the end, don't meet the necessary profile to invest in the presented projects. Furthermore, by approaching clients with a sense of urgency, many advisors become victims of disloyalty, as prospects may switch advisors in search of better terms. How frustrating it is to invest time and effort in a prospect who ultimately chooses to finalize their investment with someone else!
To counteract these problems, it is essential to establish policies that foster customer loyalty. Clearly defining the ideal client and ensuring that the projects offered align with their needs is a crucial step. Adopting a mindset that eliminates the perception of lack is also vital. Clients willing to invest will value the organization and adapt to the advisor's schedule.
It's not about complicating the client's life, but about setting boundaries and not abandoning everything when a new prospect arrives. Although many clients are available outside of business hours, it's also possible to manage an organized schedule within those times.
Returning to Javier's story, instead of rushing to see the client in 40 minutes, he could suggest an appointment for two hours later. This way, both of them would have time to prepare properly.
It's important to remember that all extremes are harmful. Sometimes, adjustments to the schedule may be necessary, but we shouldn't allow a lack of boundaries to become a habit. Furthermore, there are other areas where educating the client is crucial. For example, in communication via WhatsApp, it's essential to establish boundaries and response times. Automations can be a useful tool for managing communication more efficiently.
In conclusion, managing leads in the real estate sector requires a structured and conscious approach. By establishing clear policies and educating clients, we can transform our relationship with them, becoming true allies in the buying process. As Mahatma Gandhi is said to have said, "Strength does not come from physical capacity, but from an indomitable will." With this mindset, we can inspire trust and build lasting relationships with our clients, guiding them with patience and care.
The author is: Public Relations Manager for Mystiq Developments, CEO and founder of Positive Refocus, Director of the RP Media Group, Integrative Coach for personal development 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"
