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Are You Providing Authentic Communication?

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Helping Consumers Grasp Real Estate Part III

RISMEDIA, May 24, 2008-Our four-part Viewpoints series has been tackling the idea of helping consumers better understand the ins and outs of the real estate process. As Sherry Chris, President & CEO of Better Homes and Gardens Real Estate LLC, said last week, “the best customer is a well-informed customer.” And today, with the availability of the internet as valuable resource, it is up to the agent to take all of this information and relay and interpret it for the client. This week, Anne Sperling, president & chairman of TourFactory breaks down not only the importance of helping customers decipher the real estate processes, but also how to get to that point-by establishing authentic dialogue.

Authentic Communication

Anne Sperling
President & Chairman


The real estate process is comprised of those events that must occur for a property to pass from seller to buyer. This process begins with the successful marketing of a property, it includes the negotiation of a sale agreement, and it concludes with close of escrow and deed transfer. Many consumers would like to understand this process, and the role their Realtor plays in it.

Realtors can help consumers understand the sale process first by establishing an authentic dialog with their clients. In other words, clients who trust and respect their Realtor are more open to learning about the real estate process from their Realtor. A dialogue of “open listening” helps consumers understand how a real estate purchase and sale begins and ends. Everyone wants to be heard, and everyone wants to know that what they say is being heard. Every Realtor can be a good listener, and convey these thoughts and feelings to their clients.

Another way Realtors can help their clients understand the real estate process is to convey authenticity. Real estate professionals convey authenticity when they express passion for their careers and the role they play in the real estate process. Many consumers are surprised to hear how exciting it is for their Realtor when a listing sells, an escrow closes, and new clients are referred. When consumers understand how exciting the process is for their real estate professional, it changes the relationship between consumer and Realtor, and it creates understanding of the process.

This authentic dialog between client and Realtor is especially important, because as the Internet’s role in the process grows, it can reduce the amount of time clients spend with their agents. Consumers have a need to hear about the real estate process directly from their real estate professional, and this direct communication is critical.

A real estate professional’s most important job in explaining the real estate process to the consumer is showing a true appreciation for the consumer’s concerns about that process. What is the consumer’s objective? What are the fears or goals of the client? Clients who hear their professional accurately express their goals and concerns, connect in a way that fosters understanding of the entire process.

It is clear that consumers hire, retain, refer, and trust real estate professionals with whom they develop a connection, an authentic dialog, a relationship. Such relationships between consumers and real estate professionals are not only invaluable to the real estate professional; they go far to facilitate consumer understanding of the real estate process.

Next week, in our final part of this month’s Viewpoints topic, Ken Jenny, president & CEO of TranCen.com will discuss not only delivering service, but also individual service to the consumer.

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