How to Transform Your Buyer Experience

I wasn’t too far into my real estate career before I realized I lacked the persistent personality some real estate agents have. My natural skillset makes me more equipped to find a job hugging and encouraging people all day, not leading a sales-based business. If I was going to have any success in real estate, I knew I had to get creative.

To set myself apart, I took on the posture of a guide rather than a salesman. My goal is to help clients remove their own mental roadblocks. At the end of the day, buyers need someone to help them sort through all the fears, questions and decisions that come up. We have the unique opportunity to create an unforgettable client experience that alleviates uncertainties. The key to creating a personalized, meaningful buyer experience is to anticipate needs.

Become An Ally

At the start of the client journey, there’s always confusion and fear. Your job as the real estate agent is to anticipate those worries and address them head-on. After nearly two decades in the industry, I’ve heard plenty of concerns from potential buyers. But most fears boil down to one of two core ideas: money and lack of guidance.

Address Financing Questions - Money is the biggest barrier preventing potential clients from becoming buyers. Your job is to help them realize how attainable the dream of home ownership is. Especially for first-time homebuyers, you have to show them how they can get creative and find a financing option that fits their needs. If you take the time to walk prospects through their options, they'll become serious shoppers overnight!

Make The Process Clear - Lack of guidance is just as detrimental to potential buyers. Because agents are immersed in the real estate industry, it’s easy to forget that some language and nuance don’t make sense to the average person. From a home equity line of credit to quitclaim deeds and short sales, it’s no wonder buyers avoid entering the market! You have to provide clear guidance about how the home-buying process works and listen carefully to the questions and concerns that come up along the way. Your potential clients and buyers should feel as comfortable talking to you as they would a friend at a barbecue.

Create The Dream

Once you convert a prospect into a buyer, it’s your job to anticipate what they want out of a home. A lot of buyers aren’t aware of what they actually need and have a hard time expressing it. It’s your job to ask the right questions to help guide their decision-making process. Help them think beyond the obvious questions like, “Can I afford this house?” Instead, ask thoughtful questions like, “Would your furniture fit in this living room? Would you feel safe parking in this neighborhood at night? Could you see your kids playing in the backyard?”

Find The Home They Need - The best real estate agents I’ve ever worked with, hands down, were former waiters. They understand the importance of anticipating needs and seamlessly incorporate that mindset into their client experience. Think about it – a good waiter asks if you’d like more water. A great waiter sees your empty cup and fills it before you even notice. A good real estate agent listens to what the buyer wants. A great real estate agent shows them what they need.

At the beginning of my career, a client told me they wanted a home with a garage. So, I only showed them homes with garages. One day, they called to say they found their home without me. It was their dream home, and the property had plenty of space to build a garage. I lost their business because I didn’t anticipate what they actually needed and failed to hear the “why” behind their request for a garage.

Make The Client Feel Special - Helping clients build their home-buying criteria is important, but making them feel cared for is equally important. No gesture is too small to make your client feel understood and supported. Whenever we would meet a client for a home inspection or open house, we used to bring the client’s favorite coffee. It may seem insignificant, but pair that small investment with several other intentional actions, and you've created an unforgettable experience. It’s that simple.

Foster the Relationship

Stay in Touch - After a buyer closes on a home, they need to know their agent wasn’t engaged in a solely transactional relationship. Anticipate their need to feel supported by staying in touch with your buyers long after closing day. At a minimum, we stay in touch with buyers for the entire first year in their new home, sending them gifts and keeping the conversation going through phone calls and emails. As a company, we want to go beyond just being a real estate business. We want to become a part of people’s day-to-day lives. If a past client reaches out for plumber recommendations, I tell my team, you won. You left a lasting, trustworthy impression on them that will undoubtedly bring more relationships, more referrals and more sales down the road.?

Get Genuine Feedback - Asking for feedback can feel unnatural, but requesting a review continues to foster the relationship by making your clients feel heard. Personal recommendations are still crucial, but new business is not just happening by word of mouth anymore. Over 80% of people trust online reviews just as much as they’d trust a friend. It can feel like a risky ask because one bad review can cause a million issues. But the risk is well-placed. Clients need to feel cared for from start to finish, and honest feedback can help you create an even better buyer experience.?

To compete in an industry getting saturated by online platforms, you have to offer a personalized experience that is more relational than transactional. Buyers need to feel like they have an ally who helps them find their dream home, someone they trust for years to come. Building your client strategy around the concept of anticipating needs will transform your process into a meaningful experience that builds relationships and fosters connections to grow your business for years to come.?

Barry Jenkins is a real estate agent and the Chief Market Officer at Better Homes and Gardens NAGR in Virginia Beach, VA. Barry also serves as the Head Realtor in Residence for Ylopo , a pioneer in the real estate digital marketing world.?