3 communication mistakes agents should avoid

by Peter Thomas Ricci


The real estate agent’s business revolves around communication. Whether it be describing the qualities of a listing, explaining the nuances of the negotiation process, or recommending a top-notch affiliate for home improvement efforts, every aspect of the buying and selling process requires clear, effective communication.

So with that in mind, here are three of the most common mistakes that agents make when communicating with clients, and how you can avoid them in your business.

1. Incompatibility – Long before you get into the nitty gritty of the buying and selling process, it’s important to work with clients who are compatible to your niche in the industry. Certain agents will gel with certain consumers, and vice versa. An agent used to working with clients seeking investment properties may not be tuned in to the needs of a traditional first-time homebuyer – and communication between such incompatible individuals may very well end in failure.

2. Dance of the Sugar Plum Talkies – Great communication is often equated with dance, and agents who do not finesse every element of that dance will not communicate effectively with their clients. For instance, there is the speed in which agents talk. You may be an expert in financing, or appraisals, or the kinds of things inspectors look at when examining a house. It’s good to be an expert. Yet, if you communicate that information in a hurried, erratic fashion, you will no doubt exhaust, frustrate, and anger the client.

Body positioning is similarly important. Everyone knows about the value of eye contact, but clear communication also encompasses the overall positioning of your body. For instance, great communicators lean towards the other person when relaying important information, and then lean back when they are finished talking, which allows the person space to contemplate what was said.

3. The Dreaded Repetition – Just because you discuss the same topics over and over again does not mean you should do so in the same exact manner. Say you attend several showings with your clients in one day – how strange will it be if you use the same adjectives for every listing? If every kitchen is “striking,” every bedroom is “wonderful,” and every yard is “expansive”? Clients pick up on that kind of repetition, and it does not reflect well on you as a professional.

To avoid such habits, bring in outside counsel. Whether it be a fellow agent or your broker, a fresh perspective can spot those kinds of deficiencies and improve your approach.

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