Real estate, as an industry, depends more on relationship marketing than many other fields. The choice to buy a house or sell a property comes with the understanding that the agent will treat the property as if they owned it personally. This kind of relationship can only develop and evolve based on one’s trust and confidence in their agent.
As a result, real estate professionals need to spend more time and effort forging meaningful relationships with clients before they can earn their trust. But how does a real estate agent manage to do that? Here, 15 experts from Forbes Real Estate Council discuss several methods for agents to build and maintain deeper relationships with their clients.
Forbes Real Estate Council members share strategies for forming better relationships with clients.
Photos courtesy of the individual members.
1. Listen, Understand And Empathize
No one appreciates being treated as just a number or a commodity so as it comes to building meaningful relationships in the real estate industry, it’s critical to listen, understand, and empathize. Taking a small amount of time for personal touches—whether that be a handwritten note, or as simple as a text checking in—is key to letting someone know that they are important to you. – Spencer Gray, Gray Capital
2. Make A Connection
Years ago when I was a mortgage broker I had a rule to build so much rapport and genuinely work to get to know them so personally that after the deal was done I could send them a Facebook friend request and it wouldn’t be seen as weird. We’re so worried about coming across as professional as possible but really wouldn’t we all love to work with a friend? Be human and make a connection. – Chris Turcotte, Centum Financial Group
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3. Have An Attitude Of Servanthood
An attitude of servanthood is key. If you approach every relationship with an attitude of servanthood and the goal of truly helping those around you then everything else falls into place. The reality is this kind of attitude can’t be faked and it’s easy to stand out when your heart is in the right place and you genuinely care about the people you work with. – Dani Lynn Robison, Freedom Real Estate Group
4. Don’t Be Afraid To Be Yourself
When looking to build meaningful relationships with clients, be abundantly and transparently you. Let you shine through every single touchpoint and interaction. Don’t be afraid to record quick videos to include in your emails or texts as video not only helps capture and portray your voice and sentiment but can portray empathy better than text as well. – Matt Weirich, Realync
5. Focus On Building Trust
The key point is trust. In order to be able to develop cooperations with important people in the real estate industry, trust must be built. In this industry, the experts live on good global recommendations. Every conversation must be structured in such a way that the business partner is not only convinced of your product but also of your personality. – Ehssan Memarpuri, VII GmbH & Co. KG
6. Care About Their Goals
We need to truly care about the client’s goals and outcomes. Sure, we need to make a living, but being willing to lose some income to gain a great relationship is crucial. Be honest. My clients know they will get the truth even if it is difficult to hear. In the end, it is their experience. – Michelle Ames, HorsePower Team Texas/Independent Realty
7. Have Their Best Interest At Heart
Make sure your clients know you have their best interest at heart. Trust deepens when clients see you fighting hard to successfully accomplish all their real estate needs. In addition, you want to be their No. 1 resource for valuable market information year after year as their real estate needs evolve. This consistent communication keeps you top of mind and builds the relationship over time. – Nick Ron, House Buyers of America
8. Find Something In Common
When I was starting out, a very successful broker told me to always find something in common with a new client. Listen to them talk and note a person, place or thing that matters to both of us—a city we grew up in, college in common, friends of friends who know each other, etc. I do this every time I speak with a new client. It builds rapport and leads to trust for both of us. – Beverly Serral, Beverly Serral Signatures
9. Get Rid Of The “Location” Mantra
Real estate professionals can forge deeper relationships with clients by eliminating the old mantra “location, location, location” from their lexicon. All of our processes and technology are tied to this outdated perspective, which is why consumers would rather do their taxes than complete a real estate transaction. The key to meaningful real estate relationships is “customer, customer, customer.” – Tyler Christiansen, Funnel
10. Take A Stance Of Generosity
Give first and adopt a long-term perspective. Taking a stance of generosity and empathy increases opportunities to build trust and strengthen relationships. The goal should not be to close a given transaction, but rather to forge a genuine, personal connection with a client as a trusted adviser throughout their life. – Megan Micco, Compass
11. Personalize Your Communication
In today’s business environment everyone is getting bombarded with information and correspondence, so you need a way to stay relevant to your client without being too intrusive. Eliminate “group” or “standardized” emails and do personalized custom messaging that is relatable to the client. Send them information that they can really use and you will be seen as an asset and not just another distraction. – Ken McElroy, MC Companies
12. Build A Strong Code Of Ethics
Having a strong code of ethics is the ultimate way of forging long-lasting relationships. As you grow your career and/or business, it is essential to navigate the world with a clear set of principles to operate coherently. Doing so will aid others in understanding expectations and how you operate in your day-to-day life. – Rodolfo Delgado, Replay Listings
13. Connect On Social Media
Connect on social media to learn more about your client. Engage in their interests and special moments in life like birthdays, anniversaries or babies. You can learn about what your client likes to make gifts more personalized and tailored to the client. Provide value by providing market analysis updates, checking tax prorations at the end of a closing year, homestead exemption reminders, etc. – Kristee Leonard, The Leaders Realty, LLC
14. Focus On Quality Over Quantity
Always focus on quality over quantity. The most successful brokers I know have a handful of repeat clients that they do business with over and over again. They don’t have to compete for business because the trust and rapport are already established and everyone knows what to expect from the start. Focus more on developing high-quality relationships and less on trying to be a jack of all trades, master of none. – Sean Lyons, Jackson Dearborn Partners
15. Keep In Touch With Past Clients
Most successful realtors keep in touch with past clients via client parties, community events, holiday gatherings and mailings. We personally contact past clients four times a year on important dates such as birthdays and anniversaries. These are happy days for clients and also an opportunity to advise, update and counsel. It is critical to stay involved in their lives and be a constant resource. – Melinda Estridge, Estridge Group