“We will all have or should be within a brand; we will have to be formalized due to the demands of each developer or owner to deliver their product; they will demand more professionalism and more knowledge from us.”.
SANTO DOMINGO – “If you reveal all the information about a property at once, the buyer won't need your services anymore. That's why real estate agents must release information gradually, taking it step by step until the initial stage is complete,” Juan Estévez, one of the founders of Mr Home, told a group of aspiring real estate agents.
The experienced entrepreneur once again served as the special guest for the closing of the certification held by the Association of Real Estate Agents (AEI), with the participation of around 150 applicants and some agents who were part of it to update themselves and who bombarded him with questions for an hour.
“The first thing is to get to know the client; there’s no way to connect if we don’t know them. Be persistent; in this business, it’s fundamental to helping those interested define themselves. Don’t get discouraged when a client doesn’t answer your call; take it easy, focus, and keep your objective clear.”.
He advised beginners to be intense in their daily work, practice efficiency, and take advantage of all available resources, such as social media. “Make appointments, as many as you can. In my early days, I made up to 18 in a single day, and I learned a lot from both the clients who bought and the ones who didn't,” explained the successful entrepreneur, who proudly recalls the mere one hundred pesos he had a day when he first started in the industry.
"Go out and view properties every day, practice being shrewd, call potential clients, give yourself the opportunity to learn from them, develop a buyer's instinct. The easiest way to sell is with honesty; be strategic. Don't underestimate your chances; persuasion comes from providing sound advice.".
He urged the participants to conduct themselves ethically. “It’s a term that’s rarely used, but if you have it, you enter a select group, and that’s what the client will see—that makes all the difference,” the wise teacher pointed out.
“Persevere, if you fall get up. Keep training; there are no longer sales teams, but service teams. Value your work; this is a profession that requires a lot of knowledge; we have to know about all the disciplines. Define your niche as a runner, your market, and learn it.”.
“Don’t be a secret agent,” he suggested. “Use your corporate identity because a secret salesperson doesn’t sell. You must present yourself as who you are, promote the service within your circles—it’s extremely important—and offer exclusive deals,” he urged.
According to the veteran agent, being part of a company is recommended for all real estate brokers because it will provide them with a recurring clientele, a database of properties, and access to more properties, among other benefits and advantages.
Being positive has paid off for Juan Estévez, which is why he urges agents to keep their spirits high and not to dwell on "flip-flopping" customers. "Focus on the ones who stay, don't limit your expectations by dwelling on the negative aspects, don't stress about it. If one of them flies off, stick with the others. You get good and bad customers, and you can recognize a flipping customer.".
However, he argues that you should listen to both the "flying" and the one who stays behind, because if you don't listen to them, you won't be able to identify them. "Don't pay attention to that, don't be afraid they're going to deceive you. They've taken millions from me and I'm fine. I started with 100. Don't focus on the money, focus on the service.".
A future of change
The real estate business changes every day, says Juan Estévez, so he predicts that this evolution will continue in the near future, even more so in light of COVID-19, which revolutionized the world.
“In my opinion, we will all have or should be within a brand; we will have to be formalized due to the demands of each developer or owner to deliver their product. They will demand more professionalism and more knowledge from us,” he replies when asked about his future vision.
He predicts that utilitarian products will predominate due to certain market conditions. “There are areas saturated with projects, limitations on areas for development; we will have to understand that it is not the price, but the final product; this reality will be more pronounced in the coming years.”.
Specialization will reign because it improves efficiency and effectiveness in closing deals, and of course exclusivity will take precedence, the speaker concluded.
