Real estate sales techniques

Goals and objectives

The overall goal is to improve participants’ performance as sales property consultants and prepare them to adequately communicate with clients on the current housing market.
During the workshop, participants learn how to:

  • discover what is essential to a specific client while buying a property,
  • control their own body language and emotions in order to create a positive first impression and to establish contact with the client
  • develop and practice the skill of managing client’s fear and building mutual trust,
  • uncover the client’s need by asking proper questions, and make the client acknowledge their need,
  • select the most appropriate offers for the client, and show them in the proper sequence,
  • professionally stage and demonstrate the apartment,
  • deliver the persuasive presentation of the specific property,
  • properly handle customer’s questions and objections,
  • efficiently present and negotiate prices,
  • develop and use strategies for closing the sale.

Training methods

The workshop consists of eight sessions. All sessions involve theoretical introduction and practical exercises, as well as sales situation simulations in front of camera. Sessions can be customized, expanded, combined or split.
Training methods used during the workshop include:

  • role playing,
  • case study,
  • incident method,
  • brainstorming.

Some exercises are recorded and then analyzed by the group. During the analysis phase, the participants are given feedback on their skills and performance.

Program

When a Client calls…

  • Answering the first call from the future client – methods and tips.
  • Discovering the need in the course of telephone conversation. Prospect pre-qualification.
  • The phase of help and urgency. Method of getting prospect to book a face-to-face appointment.
  • Role of questions in the phone call. Involvement questions.
  • Handling prospect’s questions about the price and other inconvenient issues.
  • Developing and practicing one’s own phone call script.
  • Exercise: recording and evaluating the prepared conversations. Getting the feedback from the coach and the audience.

First Appointment with the Client

  • Verbal and non-verbal communication: gestures, handshake, personal distance, way of speaking, self-confidence, empathy. Why do they affect the perception of the sales representatives and their companies?
  • Dress code and the importance of nice clothes. Role of appropriateness.
  • Intent statement: methods of introducing the agenda and relieving the pressure. Techniques and strategies of self-presentation and educating a client.
  • Sales representative as an expert: how to control your image to convince the buyer that you are both trustworthy and competent?

Building Trust

  • Role of trust and its place in the selling sequence.
  • Understanding of customer fears: why many buyers are afraid and what we can do about it?
  • Trust building: how to win prospect’s trust in 3 simple stages (3 Cs: Commonality, Credibility, Competence), and then make them like you and want to listen to you?
  • Methods and strategies of finding a common ground.
  • Feedback and monitoring for positive emotions. Role of empathy. Warming up a prospect as a way to reduce sales resistance.
  • Retaining customer’s trust in the course of selling process: common snags and pitfalls and how to avoid them.

Sales Questions and Uncovering the Client’s Need

  • Role of qualifying the prospects. Differentiating the serious buyers and the people looking around.
  • Confirming that a prospect can afford your apartment. Identifying their expected price range. Defining if he/she is the sole decision-maker.
  • Questions in the process of qualification. Typology and application of sales questions. Direct and indirect ways of questioning.
  • Open and closed questions. Involvement questions. Porcupine strategy. Examples.
  • Phase of need discovery. Sale questions and interpreting the client’s answers.
  • Narrowing down the possible solutions for prospect’s needs. Selection of the key need.
  • Need acknowledgment: making the prospect realize and acknowledge the need (or needs). Role of reflexive questions.
  • Practicing the use of appropriate questions to determine the course of the sales process.

Showing the Property

  • The property as a solution for the client’s problem. Presenting a real estate offer as a way of answering to the previously identified need of the customer.
  • Elements of the powerful presentation: product identification, developer experience, sales agent expertise, third party endorsements.
  • Visual aids, gadgets and new technologies – how to use but not abuse them.
  • Pre-planning the presentation, selection of the key acts and benefits to discuss.
  • Preparing the apartment to the demonstration. Role of staging.
  • Selection of features and accommodations to discuss, based on customer’s needs and his or her expected benefits. Preparing the logical and emotional appeals.
  • Proper demonstration. Walking the prospect – methods and strategies.
  • Explaining apartment features. Role of facts and benefits.
  • Techniques of making the customer emotionally involved with the apartment and ready to rationalize the purchase.

Handling Objections

  • Client’s questions and complaints as the steps to the sale. Minor objections as the signs of interest.
  • Logical and emotional approach to prospects’ qualms. Acknowledging the concern as the way of building rapport.
  • Asking for feedback. Objection isolation tactics. Most common objections and scripts for answering them.
  • Typology of objections. Minor vs. major objections.
  • How should you react? Strategies and techniques of answering client’s qualms. Bypassing vs. clarification. Answering objections with questions.
  • Preventive attack and bragging about drawbacks: how to convert the flaws into benefits?
  • Compensation, covering tactics, sandwich strategy, weighing the facts.
  • Practicing the scripts in front of the film camera and getting the feedback.

Price and Negotiation

  • Methods of disclosing the financial aspect of the purchase. Anchor price strategies.
  • Role of language – how to speak about client’s investment.
  • Preparing for the negotiations: determining your bottom line and aspiration point. Defining your negotiation style. Identifying the optimal tactics, techniques and tricks.
  • Preparing your script with the potential arguments regarding the investment aspects.
  • Techniques of substantiating the price and reducing prospect’s price resistance. Slicing the price, reductio ad absurdum and other useful tricks.
  • Emotional control during the price presentation and negotiation process.
  • Closing with money: the three option close versus the investment close.
  • Negotiation games: practicing discussed skills and techniques by bargaining in pairs.

Creating the Urgency and Closing the Sale

  • Closing and its importance. When and how to close?
  • Role of hurry in closing: why it is important to make the customer want to buy your apartment now.
  • Methods and techniques to create the sense of urgency. Time, price and other key factors.
  • Role of feedback and timing. When to introduce the client to the phase of hurry?
  • Techniques of developing the emotional involvement and pressure without discomfort or anxiety.
  • Elementary closing strategies: asking for purchase and other test closes.
  • Three option close for eliminating “I’d like to shop around” attitude.
  • Summary trial close and weighing the benefits.
  • Elaborate and atypical closing strategies.
  • Practicing the sequence in face-to-face conversation.
  • Preparing your own script of the whole face-to-face conversation with the potential customer.
  • Whole selling situation simulation: practicing the script before the film camera and discussing the outcome. Getting the global feedback from the audience.

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