Modes of Communication

In Real Estate being able to communicate with our different clients, all five generations, is essential. Communication starts at the first encounter and quickly leads to negotiations with our potential client and then ends with negotiations for our client.

A study of First Impressions was conducted by Albert Mehrabian, PhD, at UCLA. He researched feelings; investigating “instant” liking or disliking someone and concluded with the 55%-38%-7% theory. A first impression of someone takes minutes or even seconds; this initial, instinctual assessment is based on what we see and feel, more than what the other person is saying. Put in percentage terms first impressions are 7% words, 38% voice, tone, behavior and 55% body movements, facial expressions, gestures with arms, and posture; first impressions are largely based on Body Language.

Body Language expresses feelings and meanings. It may be conscious or unconscious facial expressions or bodily gestures. Often it is instinctive, not intentional, which is why it is so revealing.

But communicating after initial contact the categories of words, voice, tone, and body language become equally important.  

Often the first encounter with a potential client is on the phone, all we want to do at that point is set a meeting at their business or property location. Knowing a relationship begins with the first impression we need to: dress for success, show up on time and prepare for a handshake.

You expect to eventually collect a big commission, how you dress must show professionalism and a successful attitude; business attire is a must.

Be early for the appointment or don’t bother showing up. Different cultures consider time differently. Being late may be offensive, it could demonstrate you cannot be trusted to keep your word. The person you are meeting may be purposely late, even though expecting you to be on time. Best: Arrive 10-15 minutes early for your appointment and expect to have to wait.

What you do while you are waiting is important. When the client comes out to greet you what will they see? Someone “steaming” because your client is late? You reading a comic book (magazine, same thing) while you wait – how, not busy are you? Or “their agent” making notes on a yellow pad or in a file from your last appointment or next one. Work while you wait – shows you are just as busy as they are! 

In American Business the handshake generally starts the meeting. In the United States and some parts of Europe, a firm handshake is appreciated and a limp one not looked upon favorably. 

Americans and Southern Europeans tend to be more physical. Men who greet each other with a handshake and a slap on the arm or the back are just being friendly.

Asian countries, especially Japan, would consider such behavior aggressive. Delicate handshakes, accompanied with minimal and brief contact, are acceptable in Asian countries; however, a slight bow is a more common greeting. In some African countries, the limp handshake is the thing to do.

Now the negotiations begin. Communication becomes a blend of the words, facts and proposals, our vocal tones and body language, facial and other gestures help to get a listing or representation assignment. Going forward can we communicate by phone, email and text? Yes, but in those modes body language is missing. Best is meeting face-to-face whenever possible. But remember body language goes both ways. You may be able to see what your client is feeling, but they can read your facial expressions and gestures too.

I saw this interesting comment on the internet,” Texting is a brilliant way to miscommunicate how you feel and misinterpret what other people mean.”

Many of our clients today want to develop “trust” and relationships with the people they do business with. Our role in the real estate transaction is that of the negotiator, a person in the middle. It is now being considered “Old School” in lease negotiations to go back and for the with a series of Letters of Intent (LOI’s). Today’s thinking is to bring the principals together, a meeting between the Landlord and the Tenant, with their representatives, to negotiate final issues, face-to-face. Also, this is being done with buyers and sellers and their representatives. But agents need to balance face-to-face communication and keep control.

One of the discussions at the recement ICSC Recon 2019 meeting was, the advantages of transitioning from email/text communication to face-to-face interaction. Another way to think of interaction is, it promotes solutions!

Edward S. Smith. Jr. CREI, ITI, CIC, GREEN. MICP, CNE and CIREC Program Developer, is a Commercial and Investment Real Estate Instructor, Author, Broker, Speaker and a Consultant to the Trade.

Contact me at: [email protected]

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