Communication skills key to successful business

For real estate professionals, it takes a variety of listening and communication skills to work with and interact with consumers on a daily basis. While each home buyer and seller is unique, there are some commonalities in communication strategies that can be considered based on age, demographics and even among men and women, according to Debbie Ashbrook, director of business services and solutions, at Better Homes and Gardens® Real Estate (BHGRE).

Debbie Ashbrook

“For a Realtor®, it’s important to realize there are many different personality profiles,” said Ashbrook. She said her 30 years in the real estate business have helped her recognize some differences in personality traits and approaches to business, specifically among men and women. And that, in turn, has helped her be more successful in relating to and working with her real estate clients.

She cites the book, Men are like Waffles, Women Are Like Spaghetti, written by Bill Farrel and Pam Farrel. “How a man and woman process information is different. Most men are compartmentalized – like a waffle. They process their lives in boxes and each box has room for one issue. Women, on the other hand, are like a noodle on a plate. Their thoughts and emotions are connected and they move from one topic to another very quickly.”

“So the conversation process can vary in that men and women make decisions differently, but the differences tend to complement each other,” Ashbrook said. “Women typically talk to connect while men generally focus on solving problems.”

It is critical to understand these differences when working with clients of the opposite sex, particularly when discussing the features of a home, negotiating and working through issues during the process. “Men often seek to have more information in an effort to evaluate the choices before making a decision, or changing their minds. Men generally process and analyze details to consider all aspects of an issue,” she notes.

“Women, on the other hand, tend to make decisions based more on their feelings toward a particular subject,” she said.

In the real estate transaction, Ashbrook said, that when talking with men, a successful approach has been to focus on one thing, resolve the issue and move on. Listening is key in dealing with both sexes and focusing on the appropriate approach so that communication is smooth and successful,” she said

“Real estate professionals should try to ensure the male clients have worked through each issue or have no further questions before moving on to the next subject or issue,” Ashbrook said. “On the other hand, real estate professionals may want to explore more avenues of the transaction process to ensure their female clients feel confident with their decisions.”

Understanding the differences between males and females is similar to understanding different cultures. “When you read the book Kiss, Bow and Shake Hands, it discusses cultural differences in communication. I think it’s important to recognize that we can learn to be better listeners and understand what’s important to others when we communicate with them. There is not a one-size-fits-all approach, however, the more you know about your consumer, the better foundation you have to work off of and provide the best consumer experience.”