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Real estate is a know, trust business, which means the sales process involves people getting to know you, liking you, and ultimately trusting you enough to do business with you.
Given the changes, uncertainty and issues surrounding NAR settlements, agent commissions and industry transformation, now is the perfect time to build rapport and trust with prospects and clients.These Seven trust accelerators to speed up the process and help you close more deals.
1. Harnessing the Power of Online Comments
a study Bright Local Research has found that more than 80% of consumers trust online reviews as much as personal recommendations. We are truly in a review economy, and the number and quality of online reviews you accrue increases the level of trust your potential customers have in you.
Reviews often come from simply asking customers. Based on this understanding, a campaign to ask for reviews from past customers and people within your sphere of influence should be prioritized. The keys to an effective audit campaign can be broken down into four basic steps:
- Choose the platform you want to follow (Google, Zillow, Realtor.com, etc.).
- Make a list of customers and sphere-of-influence contacts you think will leave positive reviews.
- Request a review via email or text, including a link to the review page for their convenience.
- If the first request does not result in a comment, please include an additional text: “Thank you again for your consideration.”
Choosing a focused platform allows you to increase your presence on the sites that matter most to you. Google Business Profile review does not require the reviewer to be a verified customer who has completed transactions with you (such as Zillow and Realtor.com). This makes Google’s opportunity even broader. Google also happens to be the site with the highest search traffic, making it an ideal place to focus your efforts.
2. Master consistency
Consistency creates trust. Brand consistency on social networks increases the likelihood that you and your brand will be noticed by potential customers. However, consistency in marketing is just as important as consistent visual branding when it comes to timing and regularity.
Do you have a specific day to send out your monthly or weekly newsletter? Do you have a specific date or time to post on social media? Do you have a Friday Favorite Property that you share every Friday or a Best Buy of the Week that you share every Wednesday?
Subconsciously, when people begin to see that you consistently provide value, their trust in you will increase. Build a content calendar that you can stick to for social media. Start or stay consistent with your email communications. Start or maintain direct mailing to your farm’s geographic area. These are keys to maintaining consistency and gaining the trust of your prospects.
Your focus and diligence on maintaining consistency will bring in more business.
3. do what you say you will do
The easiest way to build trust is to do what you say you will do. If you say you will have a message for them within an hour, send them a message within the hour. If you say you will call at a specific time, call them at that time.
By doing what you say you will do on the smaller things, you build their trust that they can rely on you on the bigger things.
4. Embrace the power of video marketing
I don’t know what creates trust better than video marketing. It shows your personality. It creates connections and gives people the ability to feel like they know you, even though they may not have met you in person.
Familiarity is a prerequisite for trust, and nothing creates familiarity like video content.
5. Share compelling stories
An article in Harvard Business Review “Why Your Brain Loves a Good Story” reports on a study that shares how storytelling has the unique ability to impact listeners’ brains and trigger the release of oxytocin, a hormone that promotes trust. This study scientifically demonstrates how stories in marketing generate trust faster than statistics and bland advertising.
Instead of sending a card that just sold, why not tell the story of the process from listing to sale? Share your story about how you helped buyers overcome the hurdles of buying a home. Tell us about your favorite, most difficult, or most memorable ending story.
When you use the art of storytelling, you build connections and trust faster.
6. Improve your abilities
Trust is usually earned through the prospect’s confidence that you are a competent and professional agent. Become the agent who best understands local market sales details and market trends. Share your knowledge by learning how to create video content to educate and entertain potential customers who need the information you have most.
The more capable you are, the more potential customers will trust you, and in turn, the more business you will do.
7. Prioritize cuteness
If asked what is more important, people knowing you, people liking you, or people trusting you, most people would answer, people trust you. But trust is a process, and I think likeability is the most important trait.
It all starts with being likable. Imagine you go on a blind date and at the end of the date someone asks you what you thought. If you said, I think I can trust him/her, but I don’t really like them, would you go on a second date?
Now imagine if your answer was, I don’t know if I can trust him/her, but I really like them. You’ll most likely see if you can trust them on the second date.
You can be the best-known and most trusted agent in your local market, but if you lack the ability to like people, your business growth will be limited. So how can you become more likeable?
Start by smiling more. Focus more on your customers’ needs rather than your own. Express your gratitude and appreciation for others and their business. When you increase your likeability, everything else will fall into place.
The value of customer relationships in our business has never been clearer. Now is the time to deepen existing relationships and focus on building new ones. Be the best version of yourself, provide more value, and you can expect the growth you desire in your business.
