Persuasion is an essential ability inside the real estate sector and it can be used by any of the organizational figures inside the real estate office.
It is an ability which becomes a key factor not only inside the real estate professional sector, but also for the personal background of each person.
Persuasion is not manipulation!
Frequently, people mix up persuasion with manipulation; in reality, these two concepts are totally different.
Persuasion, inside a real estate sector or any other sector, targets the manipulation of people´s ideas and it is not trying to convince people of anything.
Manipulation is the repression through force, in order to achieve people to do something which is not for their interest.
Persuasion is the art of asking people to do things that are not for their own interest, but they might benefit from them, too.
Persuasion can also be considered as a tool. However, like all tools, it depends on the person who uses it and how it is used.
The person or professional who applies persuasion inside the real estate sector, must set its target, which must never go against the others´ particular interests.
It is highly important to set the target of the persuasion properly and its objective must never cause damages to others, as it might become a negative manipulation in this case.
The distinction is needed, as in some particular circumstances or inside a specific professional sector, manipulation might not necessarily contain a negative aspect.
Persuasion keys inside the real estate sector.
We will include examples for each item mentioned in this post, as we will describe them generally, not exclusively for the real estate sector.
Persuasion is persuading the persuaded person.
Any person can be persuaded taking into consideration a proper moment and a context; for long or short term. Real estate marketing campaigns focus on the resources for catching the attention of potential buyers.
The first step of persuasion is to segment and to identify the persons who might become potential buyers and focus on the resources.
However, for the brand development, we need to take into consideration other variables and the concept of flexibility must be applied also.
Persuasion is interactive and it tries to satisfy the necessities of both parties.
Example number 1 of interactive persuasion.
The real estate manager should persuade the real estate agents in order to achieve some objectives, which might eventually attend the commercial necessities of the real estate. It can be applied only to some agents.
In this case, the real estate manager must segment the members of the real estate team according to some variables, so the persuasive system could have an effective result.
Not all agents recruit properties and not all members work in the rental department. However, they can be persuaded in order to complete some tasks not necessarily linked to their competences.
Example number 2 of interactive persuasion.
The online real estate marketing strategy must be segmented and structured according to the necessities for the brand development of the real estate and it must try to get to the potential buyers in the same time.
A real estate social media strategy must consider that Twitter becomes a complex tool for getting potential buyers. However, it is a dynamic platform which allows the advertisement of property rentals or blog posts in an effective way.
On the other hand, a platform like Facebook allows a segmentation of potential buyers in an easier way, especially by offering specific tools for the segmentation.
Example number 3 of interactive persuasion.
If a property has a bad condition of hygiene or painting, the real estate agent must persuade the owners to find solutions.
The proper argument is that those improvements of their property will bring value to it, bringing also the possibility to increase its price.
However, even after the advice of a professional, most of the owners do not want to invest in the condition of their property.
The proper way to persuade in this condition is to use time as a dissuasive factor.
The real estate agent “leaves the time flow” and visits the property with different potential buyers.
After the denial of different buyers, due to the conditions of the property, the agent uses this fact as the perfect argument based on the fact that the property needs an improvement.
The proper context and the moment to persuade.
The basic elements of persuasion are the context and the opportunity. Context creates a relative standard of what is acceptable; this was proven by the experiment of Stanford prisoners.
Time dictates what we pretend or what we want from others and the real estate necessities also change with the passing of the time.
Persuasion requires a proper moment and an adequate context.
Example number 1 of the persuasion context.
Depending on the real estate organizational structure, a real estate agent might not always deal with property recruitment. However, in some circumstances, the necessities of the real estate might change and the real estate agent might need to start to recruit properties.
The organizational role assigned changes according to the real estate necessities and circumstances and a real estate professional must be prepared to adapt to those circumstances, being effective at all times.
This is an opportunity to maximize the human resources of the real estate and it is also an opportunity for the real estate agent who can expand his work management model.
In a certain context, under certain circumstances, both the real estate as the agent who recruits properties will benefit from it.
Example number 2 of the persuasion context.
Due to its geographic location in the Spanish Mediterranean area, a real estate in Orihuela Costa, must know the commercial phases of this sector.
Short term rentals increase during the summer months and the long term rentals are more effective during winter.
Property recruitment has not got a time frame and the results obtained will depend on different variables.
A usual difficulty noticed when recruiting properties or selling houses, is the lack of owners, as the majority live abroad.
However, owners of properties for sale or rent can be persuaded to leave powers of attorney to the real estate, so the latter will manage the necessary paperwork.
Example number 3 of the persuasion context.
If the real estate plans to become part of an international expo, the real estate blog must show it off. Although the administrator of the blog has a strict post schedule, he must modify it for this reason.
Content marketing is essential for the SEO of a real estate blog, such as the quality organic traffic. An international expo can be seen as an opportunity for achieving different objectives targeting the two previous factors.
Create a content in real time for a real estate blog about the presence of the real estate to an international expo is good for adding value, get organic traffic, positioning the real estate as a reference inside this sector and strengthening the brand development.
If the real estate detects a certain level of resistance from the author of the real estate blog regarding the creation of a content in real time, the former must persuade according to the benefits previously showed.
In the same time, if the responsible person of the real estate blog sees that the real estate has not noticed the importance of generating a real time post, the former should persuade the organizational leader in order to generate that content.
There is no persuasion if the persuaded person is not persuaded.
There is no way we could persuade someone who is not interested in what we are going to say and he is not willing to listen to what he is being told.
We are all more interested in ourselves and we spend most of our time attending to our necessities.
Learning to speak to persons about them and not about us is a key factor in persuading and it maintains active the attention of the interlocutor.
The persuaded person must encourage to be persuaded.
Example number 1 for applied persuasion.
A persuasive real estate manager is that person who practices the active listening, solves the possible interpersonal conflicts that might come up inside the company, and he generates positive synergies inside the real estate.
However, most of the time, that organizational figure will confront with different levels of resistance coming from different persons inside the company, to whom he will need to persuade in order to achieve social interactions (for the real estate and for the agent himself).
In these circumstances, practicing the active listening does not solve conflicts, and so we need to apply persuasion, by applying the meta-models of the language. Even if the real estate agent does not want to end the conflict, the latter will not have any positive solution either.
Example number 2 of applied persuasion.
If the owner of the property does not want to lower the price of his property, the real estate agent will not manage to convince him to do it.
The real estate professional will need to persuade the owner, using different elements as argument for lowering the selling price.
We cannot convince an owner to sell his property at a price he does not want, but we can persuade him to do it. However, there are cases in which even after using advanced techniques of persuasion, the real estate agent will not manage to achieve his target.
Example number 3 of applied persuasion.
If a potential buyer is not interested in buying a property, we cannot convince him to do it. It might seem weird, but many agents might still try to convince them.
Persuasion and the use of a correct language might eventually dissuade the client to buy the property, of course, only when certain variables will help the sale.
In conclusion, all these points stated above must be taken into consideration and used as a whole process and a professional of the real estate sector in Spain must know them by heart, no matter his organizational role inside the company.
The previous examples are illustrative and they try to target the different circumstances that might occur inside the real estate sector.
However, and according to the diverse possibilities that might appear, they must be seen as simple practical examples of persuasion applied in the real estate sector.
Source: Cialdini, Cialdini, B, Ph.D. (2006). Influence: The Psychology of Persuasion. HarperCollins Publishers (New York).