As a real estate agent your sales skills make or break your success. Even if you have extensive knowledge of the industry and local market you still need sales techniques that convert prospects into clients.
The good news? While some sales ability is innate, much can be learned. Master these 16 real estate sales techniques, and you’ll be dominating your market in no time.
1. Build a Sphere of Influence
Your sphere of influence is your personal and professional network This includes
- Friends and family
- Past clients
- Social media connections
- Business acquaintances
Leverage your sphere through:
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Referrals: Past clients are powerful sources of referrals to their own networks.
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Repeat business: Many clients will return to you for future transactions.
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Organic marketing: Posts and shares from your network spread your brand.
Continuously expand your sphere of influence by providing value and asking for introductions. A sizable sphere ensures a steady pipeline of business.
2. Become a Local Market Expert
Consumers want real estate agents with specialized local knowledge. They value advisors who understand area trends, valuations, regulations, and the nuances of each neighborhood.
Some ways to build local expertise:
- Review market stats and trends regularly.
- Drive around different neighborhoods.
- Join local community groups.
- Know the major employers and developments.
- Follow city council decisions.
Share your expertise through listing presentations, social media posts, and community interactions.
3. Focus on Customer Service
In real estate, customer service builds loyalty during and after transactions. Top agents make clients feel valued by:
- Promptly returning calls, emails, and texts
- Resolving problems quickly
- Meeting needs like flexibility in showing hours
- Explaining each step of the process
- Making clients feel like your priority
Also use customer service touches like thank you notes, closing gifts, and regular check-ins after the sale. These techniques convert more prospects and generate referrals.
4. Master Communication Skills
Sharpening your communication skills transfers directly into sales success. Specifically:
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Active listening: Make clients feel heard by restating concerns and asking thoughtful questions.
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Speaking skills: Convey competence and passion through organized, articulate communication.
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Written skills: Craft compelling listings, emails, and social media posts that grab attention.
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Non-verbal skills: Use positive body language and facial expressions in interactions.
Effective communicators build trust and credibility with buyers and sellers. Take a public speaking, writing, or communications class to level up.
5. Qualify Leads
Lead qualification helps determine if a prospect is ready to buy or sell right now and if they can afford it. Ask questions like:
- Are you working with another agent?
- What’s your timeline for buying/selling?
- What price range are you looking in?
- Are you pre-approved for a mortgage?
Probe to assess motivation levels and weed out “lookie loos.” Qualifying tightens your sales funnel to quality prospects.
6. Perform Pre-List Consultations
Pre-listing consultations allow potential sellers to get to know you before signing. During these meetings:
- Connect personally to build rapport
- Understand their goals and motivations
- Provide a comprehensive CMA to set expectations
- Explain your marketing process and local expertise
- Address concerns and questions
Aim to leave with a signed listing agreement! The pre-listing meeting is a core real estate sales technique.
7. Hone Listing Presentation Skills
When it’s finally time for the listing presentation, knock it out of the park! Make sure to cover:
- Your track record and sales stats
- Marketing plan to sell fast and for top dollar
- Recent comparable sales
- Thorough CMA to support listing price
- Answering all seller questions and concerns
Send a polished follow-up email after the presentation to keep your listing top of mind.
8. Implement Targeted Marketing
Real estate marketing attracts buyers to your listings. Tactics include:
- Professionally photographed and narrated video tours
- 3D virtual tours
- Gorgeous print and digital brochures
- Email blasts to buyer leads
- Promoted social media posts
- Eye-catching yard signs and open house signs
- Advertisements on local radio or TV
Today’s consumers expect great marketing. Invest in the materials and ad campaigns your listings deserve.
9. Hold Open Houses
Open houses still work! Use open houses to:
- Attract potential buyers in the neighborhood.
- Meet new leads you can follow up with.
- Gather feedback and gauge interest.
- Get additional eyes on the property.
Pro tips: Order eye-catching balloons, put out fresh flowers, play upbeat background music, and greet everyone warmly.
10. Follow Up, Follow Up, Follow Up
The fortune is in the follow up! Yet this is where many agents fail. Set reminders to follow up with leads and clients consistently via:
- Emails
- Text messages
- Phone calls
- Handwritten notes
- Stopping by open houses
- Sending interesting market stats
- Following up on a question asked
80% of sales go to the agent who maintained contact. So don’t drop the ball!
11. Master Negotiation Tactics
Sharpening your negotiation skills will serve you throughout your career. As a real estate agent, you want to:
- Understand all parties’ interests to find common ground.
- Establish rapport and trust with buyers/sellers.
- Remain calm and refrain from getting emotional.
- Use facts and data to support your position.
- Know when to compromise to keep deals moving.
Taking negotiation courses and role playing builds confidence.
12. Provide Ongoing Value
The best agents consistently provide value, not just during active transactions. Post-sale, send market updates, neighborhood news, and tips like decorating on a budget.
Also nurture relationships by:
- Checking in periodically
- Sending birthday or holiday wishes
- Graciously asking for online reviews
- Inviting past clients to open houses or events
When clients know you care long-term, they’ll keep coming back and recommending you.
13. Embrace Tech Tools
Incorporating technology streamlines processes and impresses tech-savvy buyers and sellers.
Leverage tools like:
- CRM software to manage contacts and deals
- Email automation for nurture campaigns
- eSignature software for paperless transactions
- Social media scheduling and monitoring
- 3D home tour apps
- Transaction management platforms
The right mix of technology demonstrates you’re on the cutting edge.
14. Host Events
Hosting events provides value beyond buying and selling. Events like:
- Open houses for your sphere of influence
- Seminars on home buying/selling tips
- Neighborhood cleanups
- Charity fundraisers
- Holiday parties
Events build your brand, establish you as an industry leader, and foster community. Get creative with relevant, memorable events.
15. Seek Continuous Improvement
Successful real estate agents constantly hone their craft. Make improvement a habit through:
- Reading industry books and blogs
- Attending conferences and classes
- Joining a mastermind group
- Setting learning goals
- Seeking mentorship from top producers
- Shadowing agents in other brokerages
Strive to implement one new strategy weekly. Small consistent improvements compound over time.
16. Monitor Results
The top 20% of agents rigorously track activities and results. Monitoring metrics like:
- Number of prospects contacted weekly
- Lead to client conversion rates
- Average days on market
- Appointments booked
- Number of listings taken
- Sales won against the competition
…allows you to gauge what works and what doesn’t. Refine ineffective techniques to boost KPIs.
Implementing even a handful of these real estate sales techniques will grow your business in any market. As you sharpen skills, aim for consistency over perfection. Small daily improvements over time add up to phenomenal results.
Sales Tips & Techniques © Stephen Coburn / Fotolia.com
The basics never change: Success in real estate sales comes from building strong relationships and serving your customers in a way no one else can. When customers recognize your value, they keep coming back and referring business your way. But even the most practiced agent needs to pay attention to the latest trends and technologies. That’s where NAR comes in. We’re always scanning the landscape and looking for ways to help you succeed in the ever-evolving world of real estate. Articles from REALTOR® Magazine, e-books from the NAR Library, detailed data from Realtors Property Resource®, and more—it’s all accessible right here.
The #1 Sales Skill That Changed My Real Estate Sales Career
How can selling real estate help your business?
Selling real estate often involves creating a connection between a buyer, a property and yourself. Several sales techniques exist to help you make and strengthen this connection. Understanding these techniques can help you improve sales and increase your business.
Do you know sales techniques in real estate?
Knowing sales techniques in real estate can provide many benefits to your business. Some of the most common benefits for understanding multiple techniques include: Sales tips for real estate can provide a set of tools for you to use when making a sale.
What makes a great real estate sales technique?
Great real estate sales techniques often involve the ability to let the potential buyers imagine themselves living in the property. Showcase the key features, highlight the unique selling points, and ensure every home viewing is a memorable experience for your clients.
Why do you need sales tips for real estate?
Some of the most common benefits for understanding multiple techniques include: Sales tips for real estate can provide a set of tools for you to use when making a sale. Since each sale and client can require different techniques, these tips can help you find new strategies to try according to each sale’s demands.
