Sherri Johnson, a national speaker, coach and consultant, shares how you can use the power of words to your advantage as a real estate agent.
When Johnson first became an agent, her dad said to her, “you may not sell a house for six months.”
His words created a fear in her that drove her to sell five houses in her first month as a realtor.
“You have to be the first person to believe in you.”
Today, Johnson has learned and mastered the art of speaking with purpose. She coaches agents worldwide on how to create a 10-30 million dollar pipeline, and the habits of successful real estate agents. She tells agents to wake up every day and say “I’m going to sell a house today, but I don’t know the address.” Book your day with appointments, meet clients face to face, and get in the mindset of believing in you.
Getting the Deal
“Opportunities are not lost, they go to someone else,” states Johnson.
She warns against mirroring the client. Instead, be their voice of reason. When they are stressed or doubting, do not mirror their emotions. Selling or buying a home can be a stressful time for clients. Does the seller want to list their house right now, or are they hesitant because of the work it will require? Help them sort through their emotions by talking to them about the current market conditions and why it is the best time for them to sell.
One of Johnson’s favorite phrases is “in your best financial interest.” She uses this phrase to motivate prospective clients, FSBO’s, and to keep clients moving during the process. If it is in the “best financial interest” for your client to sell their house right now, let them know.
“You have to speak with conviction and you have to believe in what you’re saying,” coaches Johnson.
She encourages agents to control the conversation by asking questions. Use power statements such as “I am so glad we’re working together”, “when I have your house listed”, and “I’m going to need a key” even before you get the deal. Show the client that you are confident you’re the best fit. Johnson gives clients time options, instead of just asking them to meet. “What is better, Thursday at 5 or Saturday at 10?”
Be confident when selling yourself to the client.
Keeping the Deal Together
Johnson is a professional at warning clients against things that may come their way. She under promises and over delivers, keeping her clients happy. For example, she overshoots the amount of money that the client may have to spend on repairs after inspection. When she tells them to plan on $2,500 and everything comes back at $1,400, they are ecstatic. When things come up, as they often do, Johnson starts with good news, informs of the bad, and ends with more optimistic good news. She tries to avoid clients putting clients in what she calls a “red zone”, a place where their decision making skills become cloudy.
Adding Value and Communication Strategies
Make clients feel special. Johnson urges agents to stay away from possessive pronouns. The client is “the client” not “my client”. Approach the client as a team, and become a “we”.
Johnson has accumulated a home buyers guide to set herself apart from other agents. She lets clients know that she will work at their speed and she is not going anywhere.
She also encourages agents to communicate in person as much as possible. She questions, “who wants a text from your doctor with bad news?” If in person is not available, Zoom or FaceTime. Any news that may trigger an emotional reaction needs to be done face to face. She warns agents to tell clients this is how you will communicate with them. Let them know that you will need to talk with them versus communicating via text. Set the expectation, especially with the younger generation.
Communication is a powerful tool. When used correctly, it can help you land your next big deal.
Which communication style has led to you being most effective with clients?
