Actor on scene of the theater, playing a role Hamlet. Concept World Theatre Day.
According to Hamlet, “there is nothing good or bad, but thinking makes it so.” That might seem like a heavy way to start out an article on real estate marketing, but the truth is that all successful interactions with clients come down to setting expectations – guiding their thinking so that they feel good about the outcome.
Imagine two potential scenarios:
Client A meets with a real estate agent in May to discuss selling her home. The agent, wanting to lock down the listing, talks to the client about how hot the summer real estate market is and emphasizes the importance of getting the home on the market quickly. They discuss pricing and open house timing, and the client agrees to list the house. However, the house is not in the most desirable neighborhood, and there are several months of inventory on the market already, so despite the hot market the house doesn’t sell until September. Client A is very frustrated, does not refer the agent to friends or family, and may even caution others against working with her agent.
Client B also meets with a real estate agent in May to discuss selling her home. The agent evaluates her home and gives the client a homeowner’s presentation folder with information about the local market, suggested listing price range, a marketing plan, and a timeline for when she can expect the home to sell. The client skims through the information, and agrees to list her home with the agent. The house is not in the most desirable neighborhood, so it takes a couple of months to sell, but the agent checks in regularly with Client B and the home sells in September – about in line with the agent’s initial prediction. Client B is delighted with the process, and tells all her friends and family about the great experience she had with her real estate agent.
As you can see, the same basic situation can have a vastly different outcome in terms of client satisfaction, all based on how the initial conversation is framed. When it comes to real estate marketing, that doesn’t always mean more information is better, but it does mean that providing the right information is better. Take advantage of resources like market analysis postcards and broker’s transaction folders to make sure your clients always feel like they have the information they need at their fingertips.