COVID-19, Level 3 Update
How to Survive and Thrive as a Real Estate Salesperson during COVID-19
Private viewings, photography and specialist inspections are all back on the table. Meaning that largely anyone who wants to buy or sell now, can with confidence.
REA, REINZ and your agency will have all provided clear guidelines about the restricted operating procedures and what you can and can’t do so I will focus on the other side of this coin. How to be productive, how to help your clients to make good decisions, how to protect your emotions and energy, and how to get results at Alert Level 3.
Alert Level 3 Advice
Daily Goals - focus on what you have control over. Deals falling through, clients pulling out, rejection, distractions; all of these are par for the course and have the potential to derail your personal energy. Bring your attention and self-esteem forward. How many people did I help today? Leading KPI’s like: number of conversations, number of appointments, new contacts added; these deserve attention and reward.
Offer the Full Suite of Marketing Options - In a market where other salespeople are pitching for low impact and off-market listings boldly put forward options that maximise exposure and potential outcomes for clients. Matterport ‘or similar’ needs to be offered on the smorgasbord. Focus on protection from underselling.
Follow up all Buyer Enquiry - Sources to check to include e-newsletter/Activepipe engagement, open home attendees from the last 4 months, email, txt and phone. Qualify and focus on buyers who have both capacity and urgency. A great question to ask is “Have you seen anything you liked?” then follow the natural course of the conversation to understand their situation.
Use Buyers to Progress Clients - Unmet buyer demand can be a powerful trigger to progressing potential clients. Target pipeline and specific properties. “Realise it’s a bit of a long shot but if we had the perfect buyer could I tell them about your property?”
Create a Private Virtual Tour Video for every Property - This can be in addition to a professionally produced promotional video. It can be lengthier and more detailed. Imagine you were thinking of buying the property, what would you want to see or know about? Focus on one buyer. If the property appeals to multiple types of buyer then make multiple videos. Share stories and engage emotion. If you’re struggling for ideas, ask your client, “What made you decide to buy this property?” “What have you most enjoyed about living here?” “What is your favourite part of the home?” “What are some special memories from your time living here?”. Features tell, benefits sell but stories engage emotions.
Generate Virtual Foot Traffic - A temporary hold on open homes will result in fewer actual numbers through the property. Fewer numbers make it harder to gain clarity on market positioning. You need to drive buyers to your virtual walkthrough in the first instance. Use this to qualify the buyer, sell appointments and obtain valuable feedback for your client. Where virtual appointments do not progress to actual inspections, get clarity on why not and what price they would pay if they were interested.
You are 100% Responsible for Communication with Your Clients - Don’t wait for them to call you. Decide what service level you will commit to and follow through. Ask for permission to provide buyer feedback at the time of listing and let them know what to expect from you. Predictability builds trust. Even when it feels like there isn’t anything to report on, report on that! When calling, get to the point, don’t beat around the bush. Communication should be calm, warm and even. Don’t follow the client into negativity or false hope. Simply acknowledge what is happening for them and ensure all decision-makers are provided with clarity and opportunities to discuss the following: New listings that are in competition with their property; Properties similar to theirs that have sold; Snapshot of their current marketing; Results from that marketing, views and enquiries; Virtual inspection feedback; Private inspection feedback.
Listen - That means more time listening than speaking. Ask questions and genuinely seek to understand rather than listening for your time to speak. Read between the lines and trust your intuition. Use softeners like, “It seems like…” to test your read on the situation.
Focus on Helping People - You are a problem solver. That doesn’t mean taking on board the problems as if they were your own, rather provide an objective perspective and a practical, creative approach to progressing people toward their desired outcomes.
Remain Unattached - Focus your attention on your intentions, let go of the outcome, for it is your grasp on the outcome that keeps you from achieving your goals.
Allocate and Chunk Time - Cluster appointments together and sell the time slots. These are just another negotiation. Respect your time and others will too. “I’m available at 2 pm, 2.30 pm or 3 pm” When that doesn’t work and they want a time that you have committed to working on the business, “I know you’re really busy and … (whatever their reason is). I could do, (time slot, time slot)”. Don’t let the tail wag the dog.
Keep your Commitments - You probably chose real estate because of the potential freedom. The challenge is that the path to freedom is counterintuitive. Rebel against your plan and your psyche burns you with guilt. Do the things you fear, follow up and follow through. Stick to your plan and you will be rewarded with confidence, self-esteem, peace of mind and results. Discipline brings freedom. Block time out for yourself, your family and your friends and keep those commitments too!
Don’t Oversell - Some people want to buy or sell, others don’t. That’s ok! Spend your energy helping people that want to be helped.
You are the Product - Make sure you are bringing your best self to the table. Philosophers observe that people are motivated by several drives: The will to power, which often manifests as money seeking; The will to pleasure and avoidance of pain; And the will to meaning. The will to meaning is the most powerful. Becoming aware of meaning in your life by asking, ‘What does life expect from me?’ helps you to act in harmony with your values and your environment. Living a life of meaning is the most powerful internal driver and source of fulfilment and energy.
Take Time to be Grateful Every Day - Notice the difference between thinking and worrying. Put your thoughts down on paper. Ensure you have excellent sleep hygiene. If you’re finding it difficult to clear your mind and be present, try mindfulness or focus on your breathing for a few minutes.
Act with Love - The way that you go about your work is so important. The same words with different emotions can have a profoundly different effect on people. You have the privilege of helping people through difficult decisions. Do it with love.
I’m still here to help (from home)!
- Join me live on Facebook throughout Alert Level 3 & 4 to connect with some of the nations industry-leading specialists as we discuss operating in Real Estate throughout Covid-19.
- Sign up for my weekly online coaching session - interactive and tailored to the New Zealand market. In the coming weeks I’ll be helping you make a game plan to operate in Alert Level 3 and turn this ‘downtime’ into a goldmine.
- If you need personalised assistance, I am offering 1-1 coaching on an adhoc basis and team training through Zoom.