Telling Them You Care Won't Get You Real Estate Clients

By
Education & Training with U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business.
https://staging.activerain.com/droplet/4V82


Remember that old adage:
"No-one cares how much you know until they know how much you care"?  

                 WRONG! 

In real estate, prospects just don't care how  much  you say you care. You can tell them how much you care until you are blue in the face. All you will get is a blue face.  Take out a full page ad in the paper and see how far that gets you.

But, if you show them how much you know, they can't ignore you.  When they get serious about buying or selling, they WILL come to you for more information and advice.  

When I was an active agent, I wrote blogs constantly, telling people everything about the local real estate market.  I achieved the top 7 spots on page one of Google for my keywords... Wenatchee real estate.  At the time, I was just a small independent, outranking all of the big franchises in town.  

Did that get people calling me?  YES!  75% of my new business came from my blog.  And,  I never once told them how much I care about them or ask them to do business with me.  All I did was show them how much I know.   

Once we started doing business together, my knowledge base became even more valuable.  My usual M.O. was to find out what they were looking for, then I would show them a few houses.  During each showing I would get their feedback on each one... the good and the bad.  I listened.  From what I heard, I could hone in on what they were actually looking for.
 
I didn't waste a lot of time showing dozens of houses because I already knew what they wanted.  And, I knew the inventory!   I mean I really knew the inventory!  

Let me tell you a story:
Many moons ago, I had a woman from Ontario, Canada relocate to Wenatchee. She told me she was warning me upfront that she made her last agent show her 60 homes.  I warned  her  right  back that I would NOT show her 60 homes.
I assured her we would find the perfect home long before that ever happened.  

We did look at a few homes and I got a crystal clear picture of what she wanted.  Every few days she would call me and say she wanted to look at such and such a home (that she'd driven by or whatever).  I told her I could certainly arrange a showing but that was not what they were looking for because of__________________ (fill in the blank).  

I was inevitably right.

One day I called her and said I found the perfect home.  When I told her where it was she said "No, I don't want to live in that neighborhood".  Which, by the way, was a very nice neighborhood.  Anyway, I told her "I know, but just to clear my conscience, would you please come look with me?".  Her husband was out of town on business but she agreed to go look.  Oh My Gosh... she couldn't even wait for her husband to get home the next day to make an offer. We made an offer subject to his approval.... which was just a formality.

Knowing your inventory is one of the key ingredients in your overall success. Knowing the inventory is so valuable in working with buyers and sellers. Frankly, I didn't even need to do a CMA to give a price opinion.  I just instinctively knew.  I did, of course, do the CMA because the potential sellers wanted "proof" of my opinion but that was o.k.  My point is, your ability to serve your clients skyrockets when you are knowledgeable about every aspect of your business.  


And, equally important, your self confidence skyrockets too!

"But, Carol, my blog doesn't rank high enough for people to find me on the internet", you say.
 
It doesn't matter.   It doesn't matter how you get the info out there, just get it out there.  It can be through regular mailings, or personal networking or whatever. There are lots of ways.  Just be THE source of information and you'll blow people away in every conversation.

 
Last February I wrote a post titled: The ONE thing To Know As a Real Estate Agent.  In that post,  the importance of being THE trusted source for valuable information was emphasized.  I encourage you to read that one also.

So my new adage, applied to real estate is:

"They won't care how much you care
until they know how much you know"  
                                        -Carol Williams



Yours for success,
Carol

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"The best way to predict the future is to create it!" -Peter Drucker

Carol Williams: 
The Real Estate Agent's Survival Guide.  

Customized coaching, goal setting and marketing

Ask for a FREE consultation with Carol
TopTeamCarol@gmail.com

 

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Ron Barnes 08/11/2016 11:08 PM
  2. Winston Heverly 11/19/2016 12:58 PM
Topic:
Real Estate Best Practices
Tags:
real estate knowledge is power
how to be a better real estate agent
how to be success in real estate

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Rainmaker
659,663
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Good morning, Ron Aguilar ,
I am so glad you found the article useful and worthy of sharing with your agents.  

Knowledge and caring totally work together, but it's all about the syntax.   I discovered that knowledge "gets" the client.  Caring creates lifelong, loyal, clients and friends, which makes the work so much more satisfying.


  "The prospect won't care how much you care UNTIL they know how much you know".    Thanks for reading and commenting.  

Have a great week-end!

Aug 13, 2016 02:11 AM #84
Rainmaker
4,345
Lola Walker
Keller Williams St Pete Realty - Saint Petersburg, FL
Real estate agent serving St Petersburg and Beache

Carol, I like your comments.  Because you listen to your client, and know the market, you are able to match property with the buyer.  Listening carefully demonstrates you care.   Certainly saves a lot of time, effort and frustration for everyone.  Great going!

 

Aug 13, 2016 04:16 AM #85
Rainer
19,381
Jeffrey Aleckson
Keller Williams Classic Realty - Coon Rapids, MN
Your Trusted Real Estate Partner

Great post!  Information is power.  Know the intimate details of your products (inventory) and the services you provide and people will naturally trust you because of your confidence.

Followed.

Aug 13, 2016 05:32 AM #86
Rainmaker
1,245,934
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg IL Area Real Estate

That's true about a CMA being a formality for the sellers not for you if you know the market. You have to prove to them what you already know.

 

Aug 13, 2016 07:36 AM #87
Rainer
33,716
Bimsara B. Gamage
Safetynet (Private) Limited - Autaugaville, AL

"Knowing your inventory is one of the key ingredients in your overall success."

Very true Carol. I am 100% with you.

Aug 13, 2016 01:41 PM #88
Rainer
163,096
Greg Mona
RE/MAX Platinum Living - Scottsdale, AZ
YOUR Local Real Estate and Design Resource in AZ!

Well done Carol Williams! This post further confirms the importance of being a local expert and really knowing your market.  I will say that in general, people DO care if you care, but as you said, that isn't what gets you in front of them initially.

Aug 14, 2016 01:16 AM #89
Rainmaker
383,148
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Specializing in Brookside, Waldo, Prairie Village

Great story and so true! As an agent, I know certain areas very well like you. It is frustrating when buyers say  'I want to see X property'--and you KNOW it's not the one for them, it doesn't have what they want. But they 'just want to see it'. 

Still trying to figure out a way to get around these requests!  Showing a few of these homes I don't mind...several is a waster of everyone's time.

Aug 14, 2016 08:36 AM #90
Rainer
18,441
Paul Savola Real Estate SEO
Paul Savola Internet Marketing - Killeen, TX
Real Estate SEO Expert | Real Estate Leads

Great post. Think prospects should be knowledge first before ever doing business with you. Most people dont ever think about the value wheel first and see more times than not people in real estate just pitching.

I subscribed to a feel people in real estate on their list and unsubscribed because of their lack of education. Was all pitch and listings.

Never learned anything but their trying to hard sell consistently.

Good read thanks. Carol Williams 

Aug 14, 2016 02:45 PM #91
Rainmaker
366,629
JoAnn Moore
The Mortgage Market of Delaware - Georgetown, DE
Home Loans in Delaware

Carol, you are on point with this one. Educating yourself on your market is critical. It gives you great self confidence and that shines through.  

Aug 14, 2016 10:54 PM #92
Rainmaker
659,663
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Good morning, Lola Walker .  It is true... it all works together.  It's about the syntax:  "The prospect won't care how much you care UNTIL they know how much you know".    

Aug 15, 2016 02:38 AM #93
Rainmaker
659,663
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Good morning, Jeffrey Aleckson .  Trust is such a big factor and your knowledge is going to earn it.   Thanks for reading and commenting.  

"The prospect won't care how much you care UNTIL they know how much you know".    

Aug 15, 2016 02:39 AM #94
Rainmaker
659,663
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Good morning, Lyn Sims .  Knowing the market sure makes those CMA's easier to do too because you know where to look.   Thanks for reading and commenting. 

"The prospect won't care how much you care UNTIL they know how much you know".    

Aug 15, 2016 02:40 AM #95
Rainmaker
659,663
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Good morning Bimsara B. Gamage .  My knowledge of the market always gave me great confidence in working with people.  Confidence is a key to success, as well.  Thanks for reading and commenting.  

"The prospect won't care how much you care UNTIL they know how much you know".    

Aug 15, 2016 02:41 AM #96
Rainmaker
659,663
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Good morning, Greg Mona .  Yes, iot's about "hooking" the prospect with your knowledge.  You show you care through serving and protecting them.  

"The prospect won't care how much you care UNTIL they know how much you know".    

Aug 15, 2016 02:42 AM #97
Rainmaker
659,663
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Good morning, Mary Hutchison, SRES, ABR .  I wouldn't suggest getting around those requests until they are convinced you know what they want.  In the meantime, it's a trust building thing.   Thanks for reading and commenting.

"The prospect won't care how much you care UNTIL they know how much you know".    

Aug 15, 2016 02:44 AM #98
Rainmaker
659,663
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Good morning Paul Savola Real Estate SEO .  Totally Agree!   Never been a pitch pitch pitch type person.  I figure they care more about the value I can offer. Thanks for reading and commenting.  

"The prospect won't care how much you care UNTIL they know how much you know".    

Aug 15, 2016 02:45 AM #99
Rainmaker
659,663
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

Good morning, JoAnn Moore .  So true... confience is a huge key to success.  Thanks for reading and commenting.  

"The prospect won't care how much you care UNTIL they know how much you know".    

Aug 15, 2016 02:46 AM #100
Rainer
135,318
Theresa Akin
CORPUS CHRISTI REALTY GROUP - Corpus Christi, TX

This is so point on. Also had a client who sent me a list from the internet. 40+ homes. No no no. Showed them 5 more suited to their wants and needs and their budget.

Aug 15, 2016 04:19 AM #101
Rainmaker
355,674
Debra B Albert, PA - BEX Realty
BEX Realty Treasure Coast, 34986 - Port St Lucie, FL
Ron and Debbie 772.708.3292

Knowledge of your area homes, inventory and trends matters.  Knowing your clients "wish List" is too.  Getting that wish list into the budget can be a challenge.  Letting the know the inventory where they want to be and where they need to be is important. 

Aug 19, 2016 02:40 AM #102
Rainmaker
51,488
Beth Bromund
Coldwell Banker Weir Manuel - Rochester, MI
REALTOR (248) 651-3500

I love your new twist on the old adage!  It makes sense in the real estate busniess the way you frame it.  Also, thanks for linking the other article, Carol Williams .

Feb 03, 2017 02:52 AM #103
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