Are You Solving Your Client's Problem...or Just Selling Your Service?

We spend a lot of time in real estate learning how to win business. We study how to conduct a great listing presentation, how to demonstrate our market knowledge, how to explain our marketing strategy, how to handle objections, and how to communicate our value.

All of those things matter. But sometimes, in our determination to win the listing, we forget to ask a much more important question: What does this person actually need from me?

Because a homeowner rarely wakes up one morning thinking, ‘I need an agent with a great listing presentation’.

They have a problem they are trying to solve, and understanding that problem is where our job really begins.

The property is only part of the story

On the surface, the objective can seem obvious; someone wants to sell a house.

But why? Maybe they have outgrown it and need another bedroom, or maybe their children have left home and maintaining the property has become too much. Perhaps they're relocating for work, managing a separation, dealing with an estate or trying to get their finances into a better position.

They might have already bought somewhere else and suddenly have a deadline hanging over them.

Or they may simply be sitting across the table from you because they're wondering whether now is the right time to make a change.

It’s the same transaction…but very different problems. And if we don't understand the reason behind the sale, how can we possibly know what a good outcome looks like?

Listen before you start selling

This is where I think agents can sometimes get things backwards. : We arrive at an appraisal ready to talk, we have our comparable sales, marketing recommendations, statistics, results and presentation ready to go.

The homeowner starts explaining their situation and we're already thinking about what we're going to say next. But what would happen if we spent a little less time presenting and a little more time listening and asking questions.

• Why are you thinking about selling?

• Where are you hoping to go?

• What matters most to you?

• Is there a particular timeframe you're working towards?

• What concerns you about the process?

• What would a great result look like for you?

And then actually listen to the answers. Because somewhere in that conversation is the information you need to genuinely help that person.

Not every client needs the same solution

One of the dangers of becoming experienced is that we develop processes that work.

That's generally a good thing. After all, strong systems create consistency and help us deliver a reliable service. But people aren't systems.

A strategy that worked brilliantly for one seller might not be right for the next. One client may be entirely focused on achieving the highest possible price and prepared to wait for it.

Another might value certainty and speed because they've already committed elsewhere. Someone else may need additional time to prepare the property before going to market. Another may be overwhelmed by the whole process and need someone to slow things down and explain each step.

Our job isn't to squeeze every client into the way we prefer to do business. It's to understand their circumstances and use our experience to help them find the right path forward.

Sometimes the best advice won't win the listing today

Sometimes, after listening to a potential client, the best advice might be that they aren't ready to sell.

Maybe they need more information first. Maybe their expectations don't align with the current market. Maybe another option better suits what they're trying to achieve.

It can be tempting to see that as a lost opportunity. It’s not. If your only objective is to secure the listing, every appraisal has two possible outcomes: you win or you lose.

But if your objective is to help the person in front of you make a good decision, the conversation looks very different.

You might not list their property today, but you've demonstrated something much more valuable than a polished presentation. You've shown them that your advice isn't dependent on there being an immediate transaction in it for you.

That's how trust is built.

Your value isn't the list of services you provide

Most agents can offer similar things: Photography, portals, social media, open homes, buyer databases, negotiation, and market updates. Clients expect those things.

Your real value lies in what you do with your knowledge and experience. Can you identify the real issue? Can you explain the options clearly? Can you anticipate problems? Can you have the difficult conversation when it's needed? Can you help someone make sense of a decision that might involve their biggest financial asset and a significant change in their life?

That's where an agent becomes more than someone facilitating a transaction. They become an adviser.

Change the measure of a successful conversation

Perhaps we need to rethink what success looks like when we sit down with a potential client.

Of course we want the listing. We're running businesses, and listings matter.

But if your entire focus is on getting the signature, it's easy to miss the person sitting across from you.

Instead of leaving an appraisal asking, Did I convince them to choose me?, perhaps ask:

• Do I understand what they're actually trying to achieve?

• Did I give them useful advice?

• Do they have greater clarity than they did before we spoke?

• Did I help them move closer to the right decision for their circumstances?

If you've done those things, you've provided value whether the listing agreement was signed that day or not.

The transaction comes later

Real estate will always be a transaction-based business. Properties are listed, deals are negotiated, contracts are signed and settlements happen. But behind every transaction is a person trying to get from one point in their life to another.

That's easy to forget when we spend our days surrounded by listings, appraisals, targets and commissions.

The listing might be what brings you together. But the listing isn't the job.

Understanding the problem, providing good advice and helping your client achieve what matters to them is the job. Do that well enough and you won't have to spend quite so much time selling your service. Your service will speak for itself.

About the Author

Manos Findikakis is the CEO of Agents’Agency, Australia’s first multi-brand real estate network, ‘the only fully integrated solution for you and your people to create an unforgettable experience.’

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