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Unlock real estate sales by understanding 3 important psychological issues.
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Find SAPTG on Facebook Visit the SAPTG website Email the SAPTG team
UnlockYOUR Sales Presented by Dieter Deppisch Head: Property Data Research for SAPTG
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Understand SALES killers ...
Fear Cognitive Dissonance
Failure
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All stakeholders have fear ...
Clients:
Should I sell now?
Should I buy now?
Will I get a bond?
Is this estate agent trustworthy?
What aren't they telling me about this house?
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All stakeholders have fear ...
Agents re the Buyer:
Can they afford this property?
Will the bond go though?
Am I wasting my time?
They look so young/old/scruffy/dumb!
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All stakeholders have fear ...
Agents re the Seller:
Will I get this mandate?
Do they know the market is still quite depressed?
How serious are they about selling?
Are they being honest about their situation / the home?
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Recognising and addressing the fears of all stakeholders upfront puts you in the driving seat, confirms your professionalism and eases tensions for all concerned.
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People experience Cognitive Dissonance
Cog-what?Cognitive dissonance is the discomfort of holding two contradictory ideas at the same time. Essentially a thought within a thought.
“Smoking is going to give me lung-cancer”.“I want to live a long and happy life.”Rationalization: “I exercise and eat healthy food.”“Not everyone who smokes gets lung-cancer.”
In terms of a real estate sale:“I have to sell, I can’t afford my bond”“If I rent I am helping some else buy a house”Rationalization:“The market is bad, returns on a house now will be low for 2-3 years. I can rent till then and save a deposit.”
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People experience Cognitive Dissonance
The YES / NO debate
Buy now Don’t buy nowLow interest rates Unstable economyMarket prices Bonds difficultMaximum equity growth Job security
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Provide clients with unbiased, reliable and accurate facts to ease confusion and enable informed, direct decisions.
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Feed off Failure
Success is 99% failure - Sochiro Honda
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Feed off Failure
When I first walked, I fell
When I first spoke I stuttered
When I wrote a ‘d’ it looked like ‘b’
When I first sprinted I puked
When I rode my first bike I crashed
When I first played football I fumbled
My first three girlfriends dumped me
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Feed off Failure
“There is a way to do it better - find it!“
Hit-rate? Every “NO” is closer to the next “YES!”
Examine your failures. Do things differently. Where did that deal go wrong? How can I avoid it in the future?
Be humble - Ask advice.
Pro-actively avoid repeating the same mistakes.
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Unlock YOUR Sales
Kill the Fearrecognise, analyse, energise
Address Confusionprofessionals provide data/factsto help client make an informedchoice
Feed off Failurefailures are the stepping stones, not the raging river