Buying a house is a very important decision, which is often the biggest investment for a person, an operation that in most cases is done only once in a lifetime. It is precisely for this reason that every buyer feels the demand and the need to be sure that he is making the right decision.
If you see your potential buyers hesitating to make a decision, it’s usually just a lack of confidence. Sometimes they may feel they need more information, while others have received so much that they are overwhelmed.
This information overload can come from several factors, even concomitant with each other: a conversation with their friends, reading discouraging articles about the real estate market, an online search or even a consultation at your real estate agency.
How can you help them feel confident in their decision? Here are some suggestions.
Find out what they know
What real estate news did they follow? Who else did they talk to? Most buyers, as soon as they decide that it is time to buy a property, will start doing research online and on the spot, following the most popular real estate trends at that historical moment, comparing sizes and prices of houses in the various neighbourhoods, listening to the various experiences from the hands-free voice of friends and relatives.
You will need to know exactly what trends are generating interest, both locally and nationally, and what information, if any, is making your customer nervous or hesitant.
If you have a good understanding of new real estate trends, you should be able to have a conversation about how these issues impact (or not) in your area, and if there really are any reasons to worry.
Don’t guess; in addition to the news that both you and your customers who intend to buy a property have read, ask them what they have heard and if they have any concerns to confide in you so that you can do everything possible to solve it. It seems that every time someone is about to buy a house, all of a sudden all friends and relatives jump out to dispense their “tips” on real estate, don’t they?
Emphasize customer service
Your customers don’t want to feel “pushed” by a salesperson to make a decision (which I don’t think you want either), so when interacting with your prospective buyer, make sure that their fears disappear by calmly explaining everything they need and not pushing him to forcibly make a decision.
Remind the buyer that great customer service is your first priority and you don’t want to rush them to make such an important decision.
If a client expressed the need not to have to deal with an intrusive and “hasty” real estate agent, but rather to need time and calm to make the right decision, a correct and professional answer could be more or less this:
“No problem, I see we think the same way as I see myself as a customer service professional, not a salesperson. My job is to meet your needs and provide you with professional guidance and assistance throughout the home buying process. Take your time to make the right decision, I’m here to help you on this path! ”.
If the client is paralyzed by information overload or if he feels he does not have enough, take on the role of the teacher: sit down with him and help him sort out all the information he has. Show him how these are suitable for what he is looking for or how irrelevant they are to the buying decision in the area where he is looking for a home.
In practice, this means that you not only need to know what useful information is hidden inside a law article or a fresh real estate news of the day, but you need to take the time to understand and explain it in a simple way to the client.
Time management can be difficult for real estate professionals, am I wrong? In any case, even if you are already very busy and perpetually in a hurry, to improve the ability to alleviate the fears of your customers it is worth dedicating a little time each week to inform yourself about the news of real estate: do not be caught unprepared about to what you should know more than any other.
Use visual content
Your customers are always looking for information to help increase their confidence before buying a home, so creating quality and relevant content that they can refer to can be of great help (and part of your role as an “educator”).
Did you know that by just creating a couple of images, you can improve the impact of the content created? In fact, statistics show that, while people usually retain only 10% of the information heard 3 days before, they will retain 65% of these are associated with relevant, schematic and relevant images.
By creating an image that summarizes statistics or complex information, you can explain them much more easily. The advantage of creating quality content associated with images that remain etched in the memory of those who read your news will be useful not only to your customers who are having difficulty in making a decision, but it will also be useful for the rest of the users and potential customers who will visit the pages of your website, obtaining an immediate benefit.
Understand their journey
Buying a house is like a journey, during which the buyer is repeatedly called upon to manage risks on various fronts, often linked to the fact of having to make decisions that will affect his life and that of his family for a long time. Assuming you have done an extensive amount of analysis on the buyer and their needs, you now need to understand their journey and how their needs may affect him or her.
The buyer has to process a lot of information, for example:
– Am I shopping in the right area?
– Does this property meet my needs?
– Where can I find impartial and reliable information?
For the buyer, one of the recurring concerns throughout the journey concerns the reliability of the information received, so this could be a good starting point for you. Have independent sources at hand for the information provided and be prepared to report to the buyer where he can find further information confirming the advice you have just given him.
Once again, it is a question of putting customer service before being a mere “seller”; remember that the buyer’s journey can typically take 11 – 30 months before he makes the final decision to buy a home, so be there as a reliable source of valuable advice every step of the way.
The decision to buy a home usually involves providing your customers with a sea of information, but this can sometimes be the cause of buyer indecision, especially if the overload we told you about occurs.
Be “advisors” for your buyers, keep up to date on the news of the real estate and get to know what they have heard. Be able to provide statistics and market information so that they are easy to understand even for those who are not experts in the real estate sector.
Finally, understand the path that the buyer is going through, studded most of the time with doubts, fears, indecisions, perplexities. Be the person who is there for him or her by providing reliable information along this difficult path. A well-informed buyer will be much more confident in making the decision to buy a home. And your efforts can finally be rewarded.