How Buyers Buy

When I worked as a broadcast writer, I would bring logs and scripts into the announcer studio every evening. On the way, there just so happened to be a vending machine and I would catch a glimpse of the glowing (at least in my mind it was) package of Reese peanut butter cups.

The response was instant. My mouth would water and I would crave that sweet and salty taste. I could picture what it would be like to have one. Oh .. the joy it would bring me … and I wouldn’t consider anything else. Like how many laps of the track I’d need to do to burn the calories I just ate.

It takes the heart to buy something. It can be a car, a house or a decadent morsel of heaven from the candy gawds. Your client won’t buy just any three bedroom and two bathroom house you show them. They will buy that one perfect house because it FEELS good. They’ll act on pleasure. They’ll envision where their couch will go. If they can fit everyone in the dining room for Thanksgiving.  Whether or not the king size sleigh bed will fit in the master. The heart will decide before anything else.

Your job as their agent is to protect them. Your value is to be the grounding instrument that helps them buy a solid and healthy house. You will prepare them by knowing how much it costs to change windows, doors, change out an electrical panel or tuck a chimney.  That way they know that on their way to paradise island, they might also have to foot the bill to seal a basement or change a roof in the future. Be prepared and your knowledge will become invaluable. That’s where your next referral lives.  

Incidentally, my pleasure trigger was so fierce for a while, I literally had to put a sticky note on the vending machine glass over those Reese’s that said “not today Reese. Not today”.

I’d love to hear from you about what you did to prepare for showing and touring houses this week. What worked, and what didn’t?

Until then, keep your feet moving, chin up … and burn the white flag. 

sz

Copyright 2019 - Shelley Zavitz Realty