Why is Your Customer There???

Everyday prospects walk through your door and you try to find the right home for them.  After a brief introduction, and maybe a short presentation about you, your company, the community, etc, etc.you probably ask them questions about the home they are seeking.
Those questions probably include:
How big?
How many bedrooms?
Do you want a formal living room?
How man garages
etc, etc......


The problem with this process is that it never gets to the heart of why that person came in to see you in the first place.  If you want to sell more homes, before deciding what to show, you should determine why they are looking.  In reality you can identify your buyers by one of 5 motives.  In their simplest form they are (with an example):

• Pride (I have always rented and want to be a homeowner)
• Profit (It is a great time to buy rental properties)
• Love (My wife wants a new home)
• Need (I was just relocated and need a place to live)
• Fear (The kids cannot play outside in my neighborhood)

No matter what the reason it will fit into on of these 5 categories.  The key is identifying which.  This may mean asking a lot of questions.  If someone tells you they want a bigger home, you need to find out what they mean by bigger and why they need a bigger home.  Did their brother-in-law just buy a bigger home creating envy or did they just have twins and the 2 bedroom condo no longer works.  Each case is different and it will determine not only what you show, but how you show it.  Is it all about the pride that will come from the grandeur of the home or will you need to show how the spaces will be make it more comfortable for a growing family

Slow down, take your time, ask lots of questions and find out WHY THEY ARE THERE.  Then tailor your presentation to show them how your home will improve their life.



Howard Vogin has spent his entire life selling.  Starting out selling newspapers in his neighborhood, he has always had sales in blood. Throughout his career he has always focused on sales and marketing. Whether growing retail chains or leading sales teams Howard has always looked for ways to innovate and increase business through the development of his teams.  Now working in Real Estate in South Florida, Howard continues to help others through coaching, consulting and writing.  He is currently working on a new book.  To reach Howard email him at howard@voginteam.com.