Is there a difference between urgency and pressure when working with a client? YES! When working with buyers, put yourself in their shoes, and take a look at what they are experiencing from their perspective. Often times a buyer is so focused on finding “the perfect house” or overwhelmed by all of the choices available that they may not remember or even know that deadlines are quickly approaching. Whether working with homebuyers or real estate investors, basic human relations are the same.
Part of a REALTOR’s duty is to keep their clients informed of things that might affect their decision – staying on top of program deadlines, understanding market characteristics, watching for developing trends, knowing the reasonable timelines to expect a transaction to close from acceptance to closing (which can be very different for various reasons)…and be able to convey urgency when needed without adding another layer of pressure. Your client’s best interests are your fiduciary responsibility to keep in front of any needs you may have.
Urgency is real – whether because of a client’s needs, timeline, availability of certain properties, loan program or tax credit deadlines, buyer incentive program schedules…you name it. Pressure is artificial – it is manufactured to manipulate the actions of another. When an agent puts their own needs before those of their client, I define that as pressure tactics.
I HATE pressure tactics. I’ll walk out of a store and buy whatever it is somewhere else…even if I have to pay a higher price, to eliminate the possibility that a company or salesperson will be rewarded for using high-pressure strategy. That’s not sales skills, that’s manipulation.
There are clients that I’ve had for several years who have yet to act – their needs haven’t dictated that they need to act yet, or the opportunity that they are looking for hasn’t surfaced at a time that has been good for them to act. So be it – there is a trust that is built over that time, and I’m willing to wager that these different buyers will be good referral sources (in fact, I’ve received 3 great referrals from one client…and we haven’t closed a purchase together yet).
I run a business, and I'm human: there ARE times when I simply cannot work with a particular client. It is better to refer them to someone else than to have a dysfunctional relationship - but taking care to refer them to another professional whose standards are high is a must.
A lot of motivational and sales strategy training focuses on “making someone act” and use “The Man In The Mirror” as a mantra…hogwash. The way I train is to “Walk A Mile In My Clients’ Shoes” so that when I face the “Man In The Mirror” there’s a calm, easy smile looking back at me. Yes, there are times that I have my own pressures – but those are mine, and my clients don’t need them added to theirs!