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Professional Real Estate Selling Skills
Professional Real Estate Selling Skills – Property of Yates Effective Seminars
Opening the Call
You open a call when you and the customer are
ready to conduct business.
At the beginning of any sales call, you want to
establish a comfortable tone that sets the stage for
an open exchange of information. After greeting
the customer, you’ll probably engage in some small
talk to open up the channels of communication.
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It is important to be sensitive to a customer’s need
to build or re-establish rapport at the beginning of
a call. Before too long, however, you want to focus
on business and the reasons for the meeting or
phone call. That’s when you open the call.
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How to Open the Call
To Open a Call, you:
 Propose an agenda
 State the value to the customer
 Check for acceptance
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Proposing an Agenda
You propose an agenda by saying what you’d like
to do or accomplish during the call. This sets a
clear direction for your conversation and lets you
establish a focus on the customer.
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Stating the Value to the
Customer
After proposing an agenda, explain its value to the
customer. This lets the customer know how the
meeting will be useful to him or her and further
establishes your focus on the customer.
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Checking for Acceptance
After proposing an agenda and stating its value to
the customer, you will want to make sure the
customer accepts the agenda you’ve proposed and
doesn’t have anything to add.
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Checking for acceptance gives you the information
you need to use your own and the customer’s time
productively and ensures that you and the
customer move forward together.
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How do you make an opening
statement?
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Gathering Information
For you and a customer to make an informed,
mutually beneficial decision, the two of you must
share an understanding of the customers needs.
Questioning is the means by which you gather
information to achieve that understanding.
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Questioning is one of the most important skills a
Real Estate salesperson can develop. The ability to
ask questions that logically and efficiently uncover
important information about a customer’s needs –
and to do it in a way that is comfortable, and even
informative, for the customer – is a distinguishing
characteristic of the consultative salesperson.
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Your Goal
Your goal in questioning is to build a clear,
complete, and mutual understanding of a
customer’s needs.
A clear understanding means that, for each
customer need you discuss, you know:
 Specifically what the customer wants
 Why it’s important
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A complete understanding means that, for the
particular buying decision the customer is making,
you know:
 All of the customer’s needs
 The priority of the needs
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A mutual understanding means that you and the
customer share the same understanding – that the
clear, complete picture you have of the customer’s
needs is the same picture that the customer has.
A clear, complete mutual understanding of your
customer’s needs will ensure that the
recommendations you make to address those needs
contribute to the customer’s success in the most
effective way possible.
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Exercise
Fill in the blanks
To have a clear understanding of a customer’s
needs, you should know:
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To have a complete understanding of a customer’s
needs related to a purchase or sale of real estate,
you should know:
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To have a mutual understanding of a customer’s
needs, you and the customer should:
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The Need Behind the Need
When a customer has a need, there’s a reason.
Sometimes the reason is another need, a need
behind the one that’s initially expressed.
The need behind the need is usually a larger goal
the client wants to accomplish.
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For Example
 Expressed Need: I want a home with a large
formal living room
 Need Behind the Need: To provide room for
entertaining
 Need Behind the Need: The buyer has received
a promotion that will require him to entertain
clients and staff on a regular basis in his home
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Questioning to understand the “need behind the
need” helps you understand why a need is
important.
“Why is that important?”
“How will that help you?”
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Use open and closed ended questions to explore the
client’s:
 Circumstances
 Needs
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The Client’s Circumstances
A client’s needs don’t exist in a vacuum. Clients have
needs because of the circumstances that surround them.
A client’s circumstances include facts, conditions, and
events in his or her environment, as well as the feelings
and opinions the customer has about them.
In general, the more you know about the client’s
circumstances, the better you’ll understand his or her
needs. Often, knowing about the client’s circumstances
helps you understand why a client has a need.
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Open and Closed Questions
Write three open-ended questions you might use on
an appointment with a potential buyer. Consider
the appointments that you may have coming up.
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Write three closed ended questions you might use
on an appointment with a potential buyer. One of
them should be a closed ended questions to confirm
a need.
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Write three open-ended questions you might use on
a sales call.
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Write three closed ended questions you might use
on a sales call. One of them should be a closed
ended question to confirm a need.
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