The most important tool in a real estate agent’s toolbox

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There are a lot of adages that real estate professionals live by. “Location, location, location” is one, reflecting the understanding that there’s no harder sale than the right home in the wrong place. “Always be closing” is another, prompting cutthroat agents to constantly keep their goal in mind during showings and listing meetings.

But when it comes to the single most important thing a real estate agent needs to keep in mind, it only takes one word:

Trust.

Buying and selling real estate is a big undertaking. Transactions tend to take a lot of time, require a lot of money, and involve a lot of expert knowledge. When you ask prospects to let you be their agent, you’re asking them to put a lot of trust in you – so your every action needs to demonstrate that you’re worthy of their trust.

What does it mean to be a trusted advisor? It means to conduct yourself honestly, respectfully, and with integrity. It means setting appropriate expectations and giving your clients the information they need – not just telling them what they want to hear. Here are some ways to foster trust in your clients and prospects:

  • Be thorough. When you give clients a custom presentation folder at their listing meeting, don’t just include a couple of comps and a listing agreement. Include information about how you plan to market their home, what kind of response they can reasonably expect, and how often you’ll be in contact with them.
  • Be prompt. With so much money on the line, it’s not uncommon for buyers and sellers to spin themselves into anxiety when they have questions or concerns about the process. Your real estate business card should have plenty of ways to contact you – and when you get a message, you should respond promptly (even if it’s only to let a client know that you’ll look into their issue and get back to them).
  • Be genuine. Whether you’re sending out a real estate postcard or a personalized note card, your interactions with prospects should be genuine and sincere. Cut through the marketing speak, and get to the heart of the matter: if they are looking for a real estate professional whose advice they can trust, you are there to help.

At the end of the day, honesty and trust go hand in hand. If you are up front and sincere with all of your prospects and clients, they will know that they can trust you – both for their own transactions, and to refer you to their friends, family, and colleagues.