If you’ve been in the real estate business for any period of time, you’ve probably noticed that everybody is different. You “click” with some clients while others just can’t seem to communicate with you.
The problem here is not with them. The problem is all yours. Most buyers can be put in to one of four categories based on their behavior. As a real estate agent, it’s your job to know what type of person you are dealing with. You must tailor your own style to fit theirs.
You may recognize some of these people in my breakdown of the four personality types of buyers:
1. The Promoter buyer.
This is the one you probably really like. He or she comes bouncing into your Open House all excited, happy, jovial, and communicative. This person makes all kinds of favorable comments about the house, saying how much they love it and it’s “exactly what they’ve been looking for”.
This person appears to be always just on the verge of buying at any minute. The enthusiasm is contagious and you really become convinced that this buyer is a godsend.
However, the reality is that Promoter buyers do not buy in a minute. They zip around looking at many homes, displaying this enthusiastic attitude at each and every one they visit. Your property is NOT special to them—even though they make you feel like it is.
These are the people also most likely not to be financially ready to buy. When the reality of the transaction hits them, they quickly realize they don’t have all their ducks in a row. They’re not pre-approved. Their deposit isn’t ready. They have no payment.
Now, does all this mean that this person is not a great prospect? No, not at all. Promoter buyers are great prospects. They WILL buy. It’s just about getting them centered long enough in one place to get their ducks in a row.
2. The Analytical buyer.
The Analytical buyer is the opposite of the Promoter buyer. This person comes into your Open House quietly. You may not even notice them at first.
They don’t say very much. They don’t ask a lot of questions. They do their own looking. They do their own research.
In other words, this person is very serious. When an Analytical buyer is at your Open House or on the telephone with you, that means that they’ve already done a ton of research beforehand.
You, in turn, need to match the seriousness of this type of buyer. Do not dismiss them due to the fact that it seems like they’re not interested. Most Analytical buyers get overlooked because they’re not as exciting or outgoing as other types of buyers.
An Analytical buyer needs a lot of information from you. Pay attention to what they’re asking you. Give them tons of content about the home, the area, the market, and how it all applies to them personally.
3. The Controller buyer.
This is the person who comes in all gung-ho and ready to buy. They want to move quickly. They ask very specific questions. They don’t bother with small talk. They’re “on a mission”.
Like the Analytical buyer, the Controller buyer has also done their research. They’re just much faster-paced and more direct. That’s how you tell them apart.
When a Controller buyer asks you a question like, “What is the size of this lot?”, just answer the question quickly and efficiently. Don’t dance around the answer.
Nothing drives a Controller buyer off their rocker more than a non-direct answer. They want hard facts—and they want them FAST with no fuss. Give them exactly what they want.
4. The Supporter buyer.
The Supporter buyer is the “nice” buyer. This person is friendly, supportive, patient, kind, sweet, and wonderful to have around.
When you’re dealing with a Supporter buyer, you really have to give them your full and undivided attention. This person truly values the power of the relationship you build together as client and agent. Tailor everything toward building the relationship with this person and they will buy from you because of all the good feelings you create together.
The lesson to be learned here is that no matter which type of buyer you’re dealing with, you have to approach each one in a slightly different way. You must adapt your communication style to each buyer’s personality type.
The way you present information takes on a slightly different tone for each of these types of buyers. A good real estate agent knows each personality type and becomes exactly what each one needs.
By Denise Lones CSP, M.I.R.M., CDEI