By: Jasen Edwards
Good and professional communication is essential in any business, but it’s especially important in a ‘people-focused’ industry like real estate. Agents must know the best communication techniques with their clients, brokers and co-workers. Proper communication improves efficiency and helps improve reputation—and thus help grow business— through professionalism.
Let’s look at communication tips for agents so you can work on making improvements that will take your career to the next level.
Communication is Key in Real Estate
There are several reasons why communication is so important in real estate. Here are a few to consider.
It increases conversions. Part of good communication is providing a prompt response to clients’ inquiries. This is especially vital in the lead generation process. New leads need to be tended to quickly to keep them from contacting another agent before your response and to show your level of service.
Keep up with prompt communication throughout the relationship to build your reputation as a reliable agent.
It helps explain difficult concepts. The buying and selling process is full of contracts and legalities. You will likely need to explain difficult concepts to your clients so they have a firm grasp of what’s involved. With so much money at stake, excellent communication is crucial here.
It shows you pay attention. Communication is not just about how you interact with others. It’s also about listening and paying attention to the information you receive.
Understanding your clients’ needs and concerns is just as important as the advice you give them. You don’t want to show them properties that don’t fit the bill, wasting your time and theirs. You must also stay on top of contract details and ensure everything runs smoothly in the transaction process.
It’s about working well with others. Working in real estate requires good communication, not only with clients but with co-workers and brokers. Brokers and team members will assist you in real estate transactions and may also provide advice that can move your career forward.
Good communication will help things run smoothly with brokers, agents and team members, improving your performance and allowing you to offer a higher level of service to clients.
Best Practices for Professional Communication
Here are some practices that will improve your communication skills when dealing with:
Stay away from professional jargon. It’s likely your clients won’t be familiar with legal and industry real estate terms. Avoid using them in everyday conversation. If they do come up, explain what they mean in a language that’s easy to understand.
Get to know them. A client may tell you they are looking for X number of bedrooms and bathrooms in Y neighborhood. But the more you get to know them, the better you will be at finding them the perfect home based on their needs and lifestyle. Paying attention to how they communicate and what their lifestyle looks like will help you identify properties you know they will love.
Strike the right balance. Real estate transactions are stressful. Going through buying and selling will bring you close to your clients, so you feel like family. But it’s imperative to strike the right balance of getting close, but not too close so that a client never feels like you are overstepping.
Follow up and follow through. Arguably the most important part of the communication process is the detailed follow-up and, ultimately, the follow-through. Leveraging a good CRM can play a major role in the success of proper follow-through. I’ve always practiced a two-step process to ensure all parties are on the same page after every conversation.
- Step 1 — Verbally recap the high-level points of the conversation and emphasize the specific action items you will be doing.
- Step 2 — Email the client the same verbal conversation you had (either by the end of the day or first thing the next morning) and invite the client to modify or change any aspects of the recap.
Know when to communicate. Real estate is a stressful business. If you see a team member dealing with a high-anxiety situation, it may not be the best time to ask them for advice or to assist you in a matter that can wait for later.
- Use smart negotiation skills with other agents. If you are working on a deal, you will need to bring strong negotiation skills to the table. Here are some helpful tips:
- Research in advance so you are coming to the table prepared. This will help you gain leverage in your negotiations.
- Just like you want the best for your client, the other agent will do the same for theirs. If you’re not seeing eye to eye, it’s important to stay calm and remember losing your temper doesn’t help your client.
- Get familiar with the other agent’s client demands early on. This will help you determine if negotiating is worth your time. Be prepared to walk if necessary.
- Respond promptly: In today’s age of virtual communication, waiting on responses can be frustrating. Help your counterparts out by responding to them promptly. You can also improve communication by finding out which platforms they prefer.
Don’t call too often. Be aware that your broker may have a full client list. Calling multiple times a day will only annoy them and slow them down. Refrain from contacting them often unless you are dealing with an urgent situation.
Know the best communication tools. There are many communication tools available, and it’s important to choose the right ones for staying in touch. The best way to do that is simply to ask. Find out if your broker is most responsive to emails, phone calls or social media DMs to determine the best avenues for reaching out.
Ask questions when necessary. The real estate process is complex, and agents may have questions, especially when starting. Be proactive and ask your broker about a concept that requires clarification when necessary. They may also provide valuable advice on the real estate market.
If you want to be successful as a real estate agent, good communication is vital. You must communicate well with co-workers, brokers and clients. Proper and professional communication on every platform (including text and social!) is so important to your reputation in the eyes of your clients and colleagues.
Jasen Edwards is a sought-after sales expert, performance coach, and motivational speaker with over 25 years of real estate experience. Jasen has mastered everything from production to coaching. In his production heyday, he was the youngest person ever listed on the Austin Business Journal’s Top 50 agents list and was featured on the cover of REALTOR Magazine for the “30 Under 30” issue. However, now the newest 30 Under 30s call him an OG.
As a coach, Jasen loves showing agents how to negotiate commissions as high as 10% and live the life of a top producer. In addition to his other endeavors, he currently serves as the chair of the AgentAdvice.com Agent Editorial Board and became a published author with the recent release of his book The Top Producer Life.