Introverts or Extroverts: Who’s Better at Real Estate?
Let’s begin with the elephant in the room: You are a salesperson. You’ve probably sent dozens of emails and made several phone calls in the last couple days — all to convince potential prospects to either buy or sell.
Normal convention tells us it’s the extroverts who are best at sales. They’re characterized with the courage, the friendliness, the fearlessness of approaching others to make a sale. And indeed, the data shows extroverts generating more sales than introverts … but only slightly. What’s more surprising is the data shows a third group outperforming the rest: Ambiverts.
Why are Ambiverts Better at Selling Real Estate?
They possess two key qualities that most people take for granted:
- They know when to speak.
- They know when to listen.
In plain text: They know when to push leads, but they also know when to shut their mouth. They follow the Goldilocks Standard. The Doctrine of the Mean. The Law of Thermodynamics. You get the meaning by now. They are a balanced group that leans to no extreme. They can initiate conversations, but don’t need to be at the center of them.
Want to Get Better at Selling Real Estate?
Here are four tips:
1. Adjust Your Point of View
If it’s all me, me, me, no one is going to do business with you. The cliche is old, but you need to think in the other person’s shoes. Understand their interests, their needs, their fears. All of it. Whether it’s a lead or an existing client, you need to persuade them to take action. And you can’t do that unless you see the world from their eyes.
2. Problem Finding > Problem Solving
I’ll be honest. I don’t care that “you’re a problem solver.” I am tired of renting in Charleston, SC. I want to own a house, have a yard where my kids can play in, and feel comfortable. If I decide to call you (as my real estate agent), I don’t need you to solve my problem of “I’m tired of renting.” I already know the solution! You aren’t solving anything.
What you need to do is identify the problems I’ll face in buying a house and work to answer them for me. Show me you can be helpful and useful. Not salesy and sleazy.
3. Use the Contrast Principle to Build Trust
This was the title of a comic book chapter I once read: Not Perfect is Good. This idea holds true in sales. Contrary to what we think, no house is going to be 100% perfect for every buyer. People have different needs. They have different preferences. And lastly, they have different motivations.
By highlighting small negatives (and I mean, small), it can put an emphasis on the strengths. For this example, the house you’re trying to sell. People want to know how this house compares to the next?
By mentioning how “this” particular house has a higher HOA fee than the last home you looked at will help draw out the positives in a buyer’s mind. “Yeah, this home has a higher HOA fee, but the neighborhood is nice and well taken care of. It has all the amenities we want….” and so on. (Keep in mind, you actually need strengths to showcase. You can’t just highlight a rundown fixer-upper and expect glowing results.)
With showcasing a small negative in the midst of great positives, it builds trust and credibility to the home (and to you). You, as a real estate salesperson, are showing you are honest, fair, and transparent — all qualities people want.
4. Make It Bloody Simple
As a real estate agent, you need to make the home buying (or selling) process as simple as you can. Don’t take for granted that your client is depending on you, and you only. Customers these days have choices. If you don’t make the real estate process simple and easy, your client might go to the next agent down the road.