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3. The Key to Working with Your Clients Exclusively

1. Why Rapport is So Important in Real Estate

Several months ago I began noticing something different in the unsolicited E-mail advertisements I was receiving. Suddenly I was receiving tons of E-mail messages with lots of misspelled words in them. At first I thought, "Wow, massive E-mail marketing has exploded to the point where even people who are illiterate are now doing it!" Then, upon taking a closer look at the words that were consistently being misspelled in these messages, I began to recognize what these people were up to. Perhaps you've already done the same, too.

What these people are doing is purposely misspelling words that E-mail filters are programmed to detect as spam, hoping that in doing so the E-mail message will then successfully arrive in more people's E-mailboxes. Some of these typically misspelled words include Viagra, vitamins, super, supplement, order, buy, and purchase. I'm guessing that you've probably received a number of E-mails exactly like the ones I'm describing to you.

What's interesting to me is that the people sending these E-mails somehow believe that even when we receive them with all the misspelled words, that somehow we'll still be compelled to buy whatever it is they're trying to sell us. They don't recognize that most if not all of us consider these ads to be a nuisance even when all the words in them are spelled correctly, and that when we see the ads written in what now appears to be gibberish, we consider this to be even more of a nuisance to us. If we really wanted to buy any of these products, we'd surely choose to instead go to a source who is not trying to pull a fast one on us and clutter up our E-mailboxes with these types of messages. In short, because these people are completely out of rapport with how we would like to begin a business relationship with someone, they have almost no hope of ever getting our business.

In segueing now to your business as a real estate agent, because your clients and prospects are considering investing large sums of money through you, they are on the lookout for any sign that you may be someone who cannot be trusted. This is a very natural part of human behavior, especially in situations when the risk of trusting the wrong person can create devastating results. Investing in real estate definitely qualifies as one of these situations--much more so than investing in a new toaster oven, for example.

So as an agent, you want to become a master at developing rapport with your clients and prospects. Once your clients and prospects feel that you are someone with similar tastes, values, and ethics as themselves, they are then more likely to relax and let you guide them through their next real estate transaction. But if they perceive that you're someone trying to cut corners and pull a fast one on them, your opportunity to develop great rapport with them may soon be lost forever.

So pay attention to your clients and prospects. Talk with the same vocal speed and tonality that they do. This will have them feel that you are someone similar to who they are themselves. And people love to do business with someone who they feel is very similar to themselves.

The more that people feel you are someone just like they are, the more business you will find yourself successfully closing throughout your real estate career every year.

2. Your Referral Will Be Appreciated

I'd like to ask a favor of you, and I'd like to give you an incentive for helping me out here also. As a reader of my E-newsletter, your subscription to my E-newsletter is absolutely free. If you like the value you receive in reading my E-newsletter, I'd really like you to recommend it to someone you know. And, as a bonus to you for recommending my E-newsletter to one or more people, I'll tell you an approach that I feel can be very effective when negotiating with an owner when the owner is trying to reduce your real estate commission. You'll read about this approach when you've recommended my E-newsletter to one or more real estate agents who you know.

You may want to recommend my E-newsletter to your manager, to other agents in your office, or to some of the agents you know who are currently working for other real estate companies.

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After you complete your recommendation, you will then receive my negotiating approach to more effectively deal with owners who are trying to reduce your real estate commission.

3. The Key to Working with Your Clients Exclusively

Being able to work with your clients exclusively depends on you being excellent at the following two activities:

1) Identifying the ideal prospects to begin working with

2) Successfully enrolling these prospects in working with you exclusively

In identifying the ideal prospects to begin working with, you need to have prospecting systems and approaches in place so that you know who your ideal prospects are well before they begin working with an agent on their next real estate transaction. These systems and approaches can include telephone prospecting, in-person prospecting, utilizing an agent Web site, sending out an E-newsletter, utilizing E-mail autoresponder campaigns, mailing, networking, asking for referrals, advertising, and getting more involved in associations in your community.

The ideal leads for you to work on are always out there for you. Just look at all the transactions that are closed every year in your territory that you're not involved in. This shows you the amount of business that you're missing out on. If you had a great system of prospecting in place that was continually identifying all the great leads for you in your territory, you could be closing business with these people instead of having them work with your competitors.

In looking at the additional activity I've outlined above, "Successfully enrolling these prospects in working with you exclusively" has to do with how good both your people and presentation skills are. When you convey an image of professionalism, intelligence, integrity, and likeability to your clients and prospects, they'll be more interested in working with you exclusively. In addition, they'll also want to know that you're someone who has similar values, tastes, and preferences to their own. As an example, if one of your prospects talks at length about a political candidate who they greatly admire, you probably won't be representing the prospect exclusively if you tell them that in your opinion the candidate is a complete idiot. Again, you want to be in rapport, not out of rapport, with your clients and prospects.

When you have a system in place that continually generates a great amount of new leads for you, you will then begin working with more people exclusively. Simply having more prospects to approach for an exclusive relationship should increase the number of exclusive clients you successfully enroll in working with you. This assumes that your closing ratio when asking for the exclusive business remains the same as it's always been. And, when you combine generating more new leads for yourself with improving your presentation skills so that you now close a higher percentage of your prospects on working with you exclusively, you'll then have the magic formula that will propel you to making much more money in your real estate business than you ever have before.

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