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Marte Cliff
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How to Make a Professional First Impression
The psychological side of a first impression - show it, don't tell it.
Dear Realtor,
Do you sometimes feel that your potential clients doubt your professionalism? That you're lumped in with a whole lot of part-time agents who don't really know what they're doing?
You may have experienced those feelings when listing prospects grilled you with questions and jargon they picked up in some other community - where they use words differently than in your own area.
It can be nerve wracking and intimidating.
Here are a couple of ways to counter-act this unpleasant situation.
First, of course, is to be prepared. As a professional you do need to know things about the area that other people don't. Things like zoning and taxes, and possibly the difference in tax rates from one neighborhood to another.
But today I want to talk about how you carry yourself and present yourself on first meeting.
You need to be dressed professionally. That means no shorts, sweat pants, or evening attire in the daytime. It should go without saying, but I've seen a multitude of agents present themselves to potential clients while looking completely unprofessional.
Some look like they've been washing the car, playing golf, boating, or puttering in the garden. I don't know if that's worse - or if the Realtor I saw wearing a low-cut satin evening gown at 10 a.m. was worse. I've seen all of them at various times - working in their offices.
So first, when you're working, dress appropriately. What you should wear will depend on your location and your clientele. but do think about it, and remember that a good wool blazer makes almost any outfit look professional. You DO need a "work uniform."
Next, be careful what you say. Ask the pertinent questions, give the right answers, and don't get sucked into a discussion of politics, religion, your kids, your dogs, or relating personal experiences. Stick to business. Later, after you've become acquainted, you can discuss other things.
And finally, use a psychological trick. Carry and use a clipboard.
There's something about a clilpboard that conveys authority and a sense of being in control of the situation. And, when you take plenty of notes, you won't find yourself going back to ask the same questions over again because you've forgotten. That adds even more to your credibility and your professionalism.
When you aren't there, your ad copy speaks for you
The words you use in your postal mailings, emails, and your web site make a huge difference. If they look unprofessional, then you may never get a chance to present yourself in person.
After all, over 80% of all home buyers search the web before contacting an agent. And sellers are looking too. They want to see which Realtors are doing the best job at presenting properties and pulling buyers in.
If you're using a "cookie cutter website," start changing it today. You aren't a clone - you're an individual and should present yourself as such.
If you're doing your own web copy and it isn't getting the results you want, let me take a look . Your problem could be typos and mis-used words, or it could be a lack of marketing expertise. Sometimes an agent who is a whiz at presenting properties in person fails horribly at presenting themselves in print.
In fact, even professional copywriters have a hard time with self-promotion. I think it has to do with early up-bringing. Most of us were taught not to brag, not to talk about ourselves too much, and not to seek the limelight. That was fine and good when we were kids, but as professionals who need clients, we have to make a shift in thinking.
Sometimes it's easier and more effective to let someone else do the "bragging" for you.
Not sure if you need a writer? Contact me at writer@marte-cliff.com or call me at 208-448-1479. I'll go over what you're using now and make recommendations.
Yours for prosperity,
Marte
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