I’ve been reading the book “Exactly What To Say For Real Estate Agents” and it’s been so beneficial in learning new tools on how to communicate in the industry. Specifically, I wanted to share the 4 pillars of conversation excellence I’ve learned which are 4 things that will push your conversations to be more intentional, effective, and impressive when talking to a client or colleague. Keeping these 4 things in mind when you’re having a conversation are definitely a game-changer for how to communicate in your workspace! Let’s get into it…

The 4 Pillars of Conversation Excellence
(adapted from Phil Jones’ book “Exactly What To Say For Real Estate Agents“)

1: The worst time to think about what you’re going to say, is when you’re saying it.

AKA… be prepared!! Prepping for meetings, showings, and more is the #1 way I build confidence during work. Anticipating questions and rebuttals is the best way to prove your expertise and knowledge in the field.

2: Genuine curiosity is the fuel to great conversations and earns you the right to give them content.

Really be present in your conversations and I promise you it will make all of the difference. It’s easy to go on autopilot but you never know what you might discover if you’re genuinely curious.

3: People do things for their reasons, not yours.

So the key is to find out– what’s their motivation? And how tied to it are they? Taking the time to understand people will help you better understand their actions and the way they communicate.

4: The person who is asking the questions controls the conversation.

NOT the other way around. Stay engaged and ask thoughtful questions that convey you’re really listening and participating in the conversation. What you ask determines where the conversation will lead.

Objection

Objection is completely normal and something we all deal with. Especially in the real estate industry, you’ll experience a lot of objection during cold calls, or if you’re communicating with someone who has a lot of questions and/or concerns. If you’re dealing with objection, keep in mind that every objection falls into 7 buckets:

1. Time
2. Financial Restraint
3. Considering Other Options
4. Third-Party
5. Fear (of change, of the unknown)
6. A Polite No (they’re just not interested)
7. No Trust

Ways to Approach Conversation to Address Objections

Instead of shutting down, or letting the objection ultimately lead to a no or a negative, steer the conversation in a way that is open and allows for more discussion. Even the way you simply word things in your delivery makes all of the difference! Here are a few phrases that I’ve learned and use:

“I’m not sure if this (works/is) for you but…”

“Would you be open to…”? Or “How open would you be to…”?

“Who do you know that…”

• Instead of “do you know anybody that?”- which can easily trigger a simple NO vs. getting them to think about who they might know.

What do you understand about…?

• For example- the different levels of service that agents can provide you?

What is your experience with…?

How certain are you that…?

If you’re interested in learning more about these topics and overall improving your communication in real estate, I would HIGHLY recommend reading Phil Jones’ book “Exactly What To Say For Real Estate Agents“. Everything in this blog is just a few key takeaways that really resonated with me, but there is so much insightful information that will help you propel your career forward and become a better communicator.