Moving boxes aren't the only heavy-lifting being done when purchasing a home. There's also the emotional heavy-lifting of buying a home. Agent, Leah Azizian co-wrote this article with us to educate other agents on navigating the emotional aspects of buying.
In real estate, every deal presents it's own unique criteria, and can be to be highly emotionally driven. Most of the time when we think about emotions in real estate - we think about sellers. But, buyers have emotional investment as well. So, the more that agents can come to understand this, the easier it will be to tackle anything that arises.
It's unusual to come across an individual who doesn't go through a range of emotions and isn't in need of reassurance while going through the motions of selling or purchasing. It is our responsibility as agents to be there to reassure our clients. Also, to share necessary information and guidance so our clients can be more informed and confident in their decision. Which is why it is fundamental to understand the emotional side of sales and how to anticipate what can arise.
Curiosity and Excitement
Clients tend to begin their buying or selling process with a peak of curiosity and excitement. They are excited by the current market situation and want to explore it; whether it's due to a friend who recently bought or just the idea to start fresh. They are brimming with thoughts, and need direction and someone to ground them. This is where an agent comes in.
As an agent, it is so important to be an active listener during this stage especially, genuinely focused and empathetic toward their needs and how you can service them. It is during this first encounter, that the impressive you give off will indicate to your prospective client whether you are capable of handling their needs and whether they should work with you.
Uncertainty & Hesitation
At some point of the sales cycle, whether it's once an offer is accepted, during the process of due diligence, or even after a contract is signed, hesitation will kick in. It's important to realize that this is normal. For many of your clients this will be one of the greatest investments of their lives. It would be strange if they didn't second guess or question whether they should be moving forward, or putting a second lens on things. This is where the rapport you built and understanding of their current situation will kick in. It is our job as agents to be there to guide our clients throughout the way and re-assure them on the next best decisions.
The beauty of being an agent is that we get to see things from the outside in. Realtors are able to stay clear of being emotionally caught up or tied to a deal. Agents are more level-headed and can advise clients from a more logical and objective standpoint.
Confidence, Clarity, Happiness
Once the assurances are clear and questions marks are answered - clarity is able to settle in. Our clients are now able to feel more confident in their decision, regardless of how they choose to move forward, which leads to a happier state of mind. Emotional decisions are hard for anyone; especially large ones like this.
It is crucial to work with a team (in addition to yourself as an agent), a real estate attorney and mortgage lender, who are each experienced and knowledgeable in their field, as they will have a big impact on the overall experience and outcome of your transaction.
Sales is unique because of the range of emotions that we experience with our clients. It becomes a very personal process, and can lead to many genuine and long term relationships as long as we treat each sale as we should - by focusing on our clients needs first and foremost.
Leah Azizian LinkedIn and LG Fairmont Profile - Head of Business Developments of New Developments at LG Fairmont.
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