SANTO DOMINGO – “The work of a real estate agent goes beyond selling a house and earning a commission. They must strive to change lives, and for that, they must be a good communicator,” said Francisco Montalvo, a communications expert and specialist in body language.
He said that the importance of communication has been diminished, and therefore invited real estate agents to work on this issue in general. “I guarantee that you will ensure your client arrives with a dream fulfilled,” he stated yesterday while delivering the lecture “Effective Real Estate Communication” at the 4th International Congress of the Association of Real Estate Agents and Companies (AEI).
Montalvo explained the concept of psychological reactance. “Human beings don’t like being told what to do; we need to decide what we want to do, to have control over the decisions we make.”.
To break this pattern, he suggests offering the client a controlled menu, which is when you give them two options that favor you—a controlled menu, but giving them the power of choice. “Secondly, through questions, also controlled by you, ask strategic questions that lead the client to the deduction you are looking for.”.
He explained the “Persuasive Triad”: Ethos (credibility), pathos (emotion), and logos (logic). “In other words, to persuade others, you have to fulfill these three concepts.”.
“Credibility through clothing; many agents drive luxury cars, but what attracts more attention is how you project yourself. The client doesn't buy from you because of the car, but because of what you project. Dress in a way that projects confidence,” he advised.
He added that another way to convey credibility is through social media, for which he recommended including a photo in your profile "because when people visit your profile, they want to see your face." He suggested telling impactful stories that evoke emotion.
Montalvo asked real estate agents not to use filler words because they weaken and disrupt the flow of communication and generate distrust.
He cited among the weak words "maybe, perhaps, probably, it could be, I think," which he understands do not resonate with power.
“Powerful words: trust, urgency, scarcity, added value, curiosity, attention-grabbing, pleasure, words that encourage, solve problems and generate emotions.”.
According to the expert, nonverbal communication is so powerful that even the smallest gesture can convey a great deal. "Your client evaluates body language." He advised recording self-videos to identify and improve communication weaknesses.
"A good smile is always received by the brain as a sign of closeness and trust.".
