Selling first impressions in real estate

In order to make the best first impression with a client, you need to develop your professional presence and differentiate yourself from your competition, according to certified management consultant Anna Dale.

“The way you look, the way you walk, speak and shake hands are all part of the first impression you give to clients,” said Dale. “There are so many generalities that deal with first impressions. The key here is to find out who your market is and to tailor your appearance to the client. You never get a chance to make a second impression.”

Real estate author and broker Brad Umansky of Progressive Real Estate Partners in California agrees. “Dressing in a manner where you are professionally comfortable is important to succeeding in commercial real estate,” he said. “The best brokers know how to adjust themselves to their client.”

Dale says developing a professional presence goes beyond the wardrobe. It is more about expanding one’s soft skills and developing the ability to move the sales process along.

She offers the following advice to develop a professional presence:

• Clothing. Make sure dress pants are pressed and not dragging on the ground. You want to look like a professional that can sell. Suits are not necessarily required. Women should never wear skirts that are overly short. The most important thing  Realtors® should remember when choosing their wardrobe is to pick something that does not distract prospective buyers from the message they want them to hear.
• Appropriate shoes. You must be able to walk through a home easily. Five-inch heels are not appropriate. Heels create noise and may present an image not acceptable to people more familiar with traditional corporate attire.
• Personal hygiene. Hair should be combed and washed. Nails should be nice but not necessarily manicured.
• Body language. Clients can tell you a lot by how they carry themselves. Being versed in body language helps better understand the client. Take a step further and find words the client uses that can help you better communicate with them.
• Create images for the buyer. Use descriptive words. For example, a highly visual person might say, “I can see my furniture here,” versus an auditory person who creates pictures in the words you use.
• Create a bond with the client. Have genuine conversations with your client. The better you can create a relationship with clients, the more likely they will refer to you when they move again because you created that bond. You will lose clients in a sale if you flood them with brochures and fliers as opposed to someone who is conscious of the client’s needs. Clients can’t be hurried along. They need to know that where they put their money is the best place.

“To any person selling a product, having some of these skills will work to better relate to a customer,” Dale said. “Realtors® need to place attention on the home and the words they use, not so much that they have three different colors on or too much jewelry. Developing your professional presence will differentiate you from the competition and often lead to referrals. Most Realtors® find success is attributed to word-of-mouth recommendations.”

Dale is a certified management consultant with Dale Resources in Hershey. She offers training to companies, associations, group engagements and one-on-one meetings targeted specifically to individual growth and success. For more information, visit the Dale Resources website.