Steve Heroux of Victory Selling shares with us his theory of the four buyers. His advice can help you sell to all different personality types. If you’re ready to up your selling game, this one’s for you.
The lion/lioness isn’t hard to spot. You can see them coming from a mile away. They are the ones that want the “one of a kind” house, the best of everything. They are competitive and successful. The best way to connect with these buyers is to appeal to their ego. Show them homes slightly above their price range. While walking through the home, point out the things that their home has that no other home in the neighborhood does. They will want to know how they will stand out in the neighborhood.
The most charismatic of the bunch. Elephants tend to be empathetic and caring, they will typically give without asking anything in return. In order to appeal to the elephant, you need to sell to that side of their personality. Point out where they could have people come and stay. Are there solar panels? Point them out. Show them parts of the house that show them what they can do for others.
Otters want to entertain, they want to party. When showing a home, talk about what the home offers as far as entertainment. Is there a pool in the backyard? Draw attention to how great the backyard would be for a barbecue, and the great entertaining space in the kitchen. Otter’s aren’t fascinated with numbers, they want to know how close they are to the nearest club.
Owls want to know the facts and may take longer than most to make a decision. It’s helpful if you start out knowing that so you’re not frustrated when you’re showing home 17 and it still doesn’t look promising. Owls dress in monotone colors, they keep to themselves. They will be pleasantly surprised if you show them more information than they’re asking for. Give them the details, and let them know you’re not there for the sale and are happy to see as many homes as they need.
Your role is to be the chameleon and adapt to each seller’s personality. You don’t have to have similar interests, but you do need to be able to appeal to each of the four personalities in order to optimize your sales.
Please share a story about a time you were able to quickly spot one of these personalities and use it as an advantage in your sales strategy.