How to Create Urgency in Your Clients

By K.K. Rothermich

Imagine that you’ve been thinking about buying a travel trailer. This has been on your bucket list for a very long time, but you do not know a lot about camping, where to go, or what to buy. All you know is that it would be nice to get out of the city, sit around a campfire, hike, site-see, go to wineries, and just get away from the rat race for a while. Sounds nice, doesn’t it? But, really you do not have a plan, money, time, whatever the excuse. Will this happen for you? Maybe. Someday, but in reality probably not. Now, let’s just imagine your client has a contract on a home in this very, very tight real estate sellers market. You and your clients have worked long and hard and written numerous contracts to finally win this contract. You suddenly realize your client has not paid the earnest money, and the other real estate agent has told you that they received a backup offer on this house that the sellers are very excited about, so they will be making sure all terms of the contract are met. You have exactly one hour to get the earnest money to the title company. What do you do? Of course you move heaven and earth to make this happen in time. Why haven’t you purchased the camper yet? And, why did you get the money to the title company on time? The answer is very simple Pain creates urgency. In the travel trailer scenario, there is only a slight amount of pain, but in the EM scenario, there is a lot of pain and hours and hours of more work and effort. This is how to create urgency in your clients...through their pain. 

Urgency begins with listening to the other person to discover their pain and how you can alleviate their pain. You have to make a diagnosis before you can treat it. When you have a potential customer on the phone, question them in such a manner that you discover what is really driving their thoughts for making this major change in their life. What is their biggest annoyance? Because really, you have to rub salt in their wound and make it more painful for them to get them into the mindset of making a change. It sounds counter-intuitive; however, if there is only slight pain, then there will be no change and the pain will continue cyclically. But, if there is an enormous amount of pain, they will want to make a change. 

You cannot possibly know what the other person’s points of pain are until you open them up and discover these points through listening. This builds a relationship of trust. You listen to them, respond with empathy, and further probe for understanding. It is not about you, it is about the person you are trying to help to alleviate their pain. Once you have done this, then and only then will you know how to help them. 

Once you know your potential client’s painful issues, then set down the path to discovering how to help them alleviate their pain and alleviate it as fast as possible. Now it is time to set a plan of action with definite deadlines and follow up. Do not get off the phone without setting up the next call/Zoom appointment. The quicker the better to keep the urgency in tact. Then when you meet again, you will want to remind them of their pain and continue pushing forward.

Creating urgency is a simple concept, but without the right implementation it is hard to achieve. There is a reason for your client’s pain or there never would have been a telephone call in the first place. People do not just pick up the phone because they saw your telephone number and wanted to call or email you. There is a reason, and that reason is something is sticking them. Delving into the exact nature of the problem will guide you in your efforts to ease their discomfort and bring them back to their happy place and create a win-win solution for all parties involved.

Do you have urgency in your real estate career? Have you discovered what your pain is and how to alleviate it? I can help you with that. Send me an email, and we'll schedule a time to chat. I will respond with my calendly schedule for you to chose time that works best for you.

K. K. Rothermich is a 20-year real estate veteran with experience in listing and selling homes, farm, and commercial/residential development land. She wants to talk with you about all your real estate questions, comments, and needs. You can reach her for a free consultation at [email protected]. Visit her website at karenrothermich.exprealty.com. karenrothermich.exprealty.careers

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