Do you ever wonder what your real estate clients want you to do as their Agent?
Studies have shown, real estate clients want you to KNOW and UNDERSTAND them.
It’s important for any agent to take a genuine interest in a client’s real estate goals and objectives. It’s equally important to understand the “style” of business that will work best for them, to help them with making tough decisions. As a top performing real estate agent you want to provide your client with the support and guidance they need. You must understand them as a real person. To understand any person, it helps to understand a bit of psychology and human behavior. During the hustle of a hot selling season, agents can forget, the real estate business is a “People Business” first. Real estate itself has little relevance if it’s not important to the client. The transaction documentation has little relevance if it does not suit the buyer or seller.
How do we begin a new relationship? We take the time to understand the people we want to know and support. We can’t be an effective agent if we don’t understand the different types of people we work with.
Let’s summarize the four Basic personality types we will be working with.
1. Ego Expressive
Wants to “look” good and reflects emotions openly.
2. Driving Domineering
Needs to be in control, be right, and accomplish things.
3. Complacent-Amiable
Feels the need to be comfortable and to get along easily.
4. Stable-Analytic
Doesn’t like change, slow to make decisions, respects laws and limitations, needs an abundance of information, data points and detail to make a decision.
Ego Expressive
If a client is Ego Expressive, you will generally want to be focused on real estate that is pride of ownership or potentially upgraded to pride of ownership… and in the best locations. This buyer is prideful and wants the real estate to be a prideful asset. Curb appeal is important. Once documentation begins, this client will want crystal clear contracts and any mistake such as a typos or incomplete documents will disappoint the client.
An agent’s promptness and outward appearance is important to an Ego Expressive. You can generally expect open communication with an Ego Expressive and a good team member throughout the transaction process.
Driving-Domineering
The Driving Domineering (DD) client will not focus as much on pride of ownership. Things will need to be done the way they want and it’s best for them to identify the more subtle characteristics of the real estate without the agent pointing out every detail.
Be ready for the toughest questions. Don’t expect empathy if things become challenging. A DD is used to finding the “good” in something without being guided too much. An agent is largely in a support role with this client. Take the time to protect this client from mistakes and making sure they are looking at the project from all angles.
In real estate, we use a term, “control” to discuss the level of influence an agent has with a client. When it comes to a DD client, an agent can expect to have little control. Sometimes this type of client will want to move too quickly since they want to get things done and accomplished. “Time is a wasting” is a motto you will hear from DD. However, it’s critical to be the professional. Control the pace of the transaction the best you can so that your client stays in the best position during the negotiation.
Complacent Amiable
“Wants to be comfortable and get along”. Complacent Amiable is genuinely concerned for the agent. This type of client will want to know your commission is enough for your effort. You can expect they will also be concerned about the other side of the transaction (seller or buyer). They will want to know the buyer or seller is getting a “fair” deal.
The more complacent amiable clients you have, generally the easier your real estate transactions will be.
Stable Analytic
The Stable Analytic wants facts, and data points to establish their position. You will do the most research for this type of client. They do not work from their gut. They will analyze each feature and do their best to connect features to value.
Wear your eye glasses more often with this client.
Every client is different. It’s important to take the time to understand what type of client you are working with and the best way to serve their needs. Always be concerned about the facts, and the accuracy of all information provided. As always, look out for the client’s needs. When asked to produce information, challenge yourself to compile the data and provide it legibly. You will earn the respect of all types of clients and keep them for life.
WRITER:Uncle Real Estate is a real estate broker in California. He has been a real estate investor in California since 1992.