Trust is everything in sales. People who like and trust you, will work with you. Trust is essential to all relationships.
Trust, by definition, is reliance on the character, ability, strength, or truth of someone or something. Agents have a fiduciary relationship with clients, one based on trust and confidence.
The ability to gain the trust of clients is essential to succeeding in the real estate business. Becoming a trusted advisor requires trustworthiness, integrity, time, and commitment to supporting and advocating for each client. Once a client’s trust is earned it should be held in high regard. The growth of your business will rely heavily on referrals, and referrals will rely on your past clients viewing their experience with you as positive.
How do you become a trusted advisor? Here are a few essentials.
Be Honest
Well, that’s obvious. Of course, be honest if you want to establish trust, but here we are talking more specifically about subtle deception or dishonesty that occurs when someone is trying to act as though they know more than they really do, or pretending to care, while only really being concerned with closing the deal or making the sale.
Be genuine and honest about what you know and do not know. If you don’t know something then find out; if you’re not positive about something, don’t pretend to be. Even the most seasoned, experienced professionals don’t know the answers to every possible question that may arise in a business meeting. The integrity of the business relationship is more important than acting as though you ‘know it all’.
The point is that trust is built through being genuine about who you are and what you know. Don’t undermine authenticity by compromising integrity.
Keep Your Word
Honoring your word is an extension of being honest. Do what you say that you will do. Don’t make empty promises that you cannot or have no intentions of keeping.
Better to under promise and over deliver, than to over promise and under deliver. For example, if you agree to follow up about something or call at a certain time, actually do so, and if you cannot honor your word, at least communicate about why.
Be Available
Trust is also created and maintained by your availability. We are all busy, but when prospects or clients cannot easily contact you, it may be the deal breaker. You may never get the first meeting or referral.
Consider time management techniques and strategies. Set aside a block of time each day to return calls, texts, and emails. Let the prospect know when to expect a response or reply and in turn find out the best time to reach out to a prospect and what method of communication is preferred.
Know Your Market
Prospects must be able to rely upon your knowledge and expertise as a real estate professional. Developing an expert level of market knowledge and data analysis is essential.
Position the brokerage and yourself as trusted advisors and leaders in the market by effectively explaining local market data and conditions. Present information in a meaningful and practical manner. Avoid using a lot of industry jargon and take the time to explain real estate terminology.
Keep up with changes and trends in your local market. Consider developing your knowledge about a niche within your local market and specialize.
Communicate With Confidence and Enthusiasm
Almost everything is more challenging in the beginning. During your first and second year as an agent, you’re having many new experiences and lots of learning curves. Being able to effectively communicate will go a long way to helping you feel more confident in those early years. Trust is much easier to build with prospects and clients when you demonstrate confidence in your professional abilities (even if you are still developing those abilities).
Seek professional development. Get a mentor. Most of all, believe in yourself and don’t give up. Set yourself up for success by being well-prepared, always. This will increase your confidence and give a great first impression. Show appreciation and excitement for each business opportunity.
Maintain enthusiasm. Think of every opportunity, no matter the end result, as a career boost! Every phone call, listing presentation, or showing is the chance to practice, grow, learn, and build your skills.
New Agent Takeaway
As a new agent, you are inexperienced, not ineffective. You have the support of your sponsoring broker or mentor. Don’t focus on being new, focus on what you can and will do for the prospective client while you train under the experience of your broker. Keep learning through continuing education, professional development courses, and specialized designations. You won’t always be new. Embrace the challenges and use them to grow from novice to pro.
© Doré Real Estate Institute, 2024
