Quick real estate sales tip: Know when to stop talking

Quick real estate sales tip: Know when to stop talking
Photo by LinkedIn Sales Solutions / Unsplash

The other day I was in a sales meeting of sorts with a colleague. We were meeting with a funding partner hoping to seal the deal on a six-figure corporate sponsorship agreement (not related to Agent Monday).

As we described the purpose of our work I could see the funding partner was picking up what we were putting down. They were 'sold' on the idea.

My colleague didn't see this though, they wanted to get across all the nuance of the idea and explain to our future partner everything we were planning to do. Our goals and visions for the future.

The problem was, our 'client' was already sold. They didn't need to hear more.

As my colleague kept talking, I could see the other person get more and more impatient. Even though our chat was over Zoom, you could see their body language change: quick 'yeps' in response to each sentence, moving about in their chair, playing with their hair and headphones. It was obvious they wanted the conversation to move on, and fast...

This got me thinking about real estate listing presentations, and one of the most important skills I learned in sales:

You have to know when to stop talking

Do you look out for non-verbal warning signs?

As real estate agents, we are great talkers. We are dying to get across all our points of difference and seal the deal. And often, we walk into a listing presentation already feeling like we are on the back foot, determined to show (and explain) all the reasons why we are worth hiring.

But sometimes, owners are already keen on us. Sometimes they just want to sign the deal and get on with it. Or worse, sometimes we can talk ourselves out of a listing if we don't get on the same page as owners as quickly as possible.

We risk alienating potential clients if we aren't aware of what they need from us at that particular moment.

Next time you notice yourself working through a Greys Anatomy style monologue, stop and pause for a second. Ask your clients simple check-in questions like:

"How are you feeling about everything?

Are you ready to move forward? Or do you have more questions?"

Here's another tip: Consider starting every vendor meeting with the question...

"What would you most like to get out of our meeting today?"

Once they respond to these questions, don't start another 10-minute monologue, give them the information they want. Because if you don't answer the question that's top of their mind, they won't pay attention to anything else you have to say.

We have 2 ears and 1 mouth. We should use them in that ratio and know that a good listing presentation is when your potential client talks more than you do.

Looking for tips to win more listings?

Check out our most popular Agent Advice guides...

Agent Advice - How to generate listings from open homes
Open homes are essentially your shop front, providing you with a golden opportunity to get face to face with buyers and sellers in your area. They are your time to shine! However, throughout my career, I have seen countless salespeople fail to make the most of this golden opportunity to
Convert potential sellers to listings using Agent Monday content
Potential sellers ideally need more regular communication than your general database. If someone is close to making a major real estate decision then you should be emailing them useful info at least once per week and following up with a phone call every 2-4 weeks.
Simple growth hack: Reward every referral. Even the ones who don’t list with you.
The person making the referral can’t control what comes of the lead. They can only make the initial connection. So if you want to generate more referral business (and who doesn’t), then it stands to reason that you want to reward all referrals, whether they result in business or not.
6 ideas to generate a new listing in the next 7 days (with scripts and templates)
The exclusive content club for real estate professionals. We give you educational info to share with your audience and teach you how to use it to grow your business.
How to turn online browsers into potential vendors
You can create a huge amount of goodwill and generate more business by offering a client-friendly experience. That means, giving customers more of what they want (info) without making them search for it.