Lead: Real estate agency, to put it bluntly, is a special sales industry. In this line of work, you must be able to bear hardships, use your brains and stick to it, and you will certainly succeed. If you don't have this perseverance, you might as well change careers as soon as possible.
Accurate marketing and efficient development of customers are our pursuit.
1. Ways to find potential customers
Generally speaking, real estate agents mainly use three kinds of resources to find potential customers, namely internal resources, external resources and personal resources. The main ways are:
(1) Customer Gathering Center
This is the information resources collected by real estate agents from both sides of the transaction and other customers during their real estate brokerage business. Real estate agents should make full use of these resources and extend to a wider field by using old customers themselves or their relationship networks. In the previous brokerage work, the real estate agent won the trust of customers with high-quality and thoughtful service, met the requirements of customers and gained a good reputation. Only when customers get satisfactory service will they be willing to share their successful experience with others. With the recommendation of old customers, more and more new customers will naturally come.
Although it is accurate, fast, time-saving and labor-saving, the information available is limited, which requires real estate agents to explore potential customers with good professional reputation, excellent brokerage skills and unremitting efforts in the intermediary service process.
(2) Exhibition
Every year, there are large and small exhibitions all over the country, ranging from hundreds to thousands. Both exhibitors and customers may become potential customers. Real estate agents can collect information in various ways so as to have more choices.
(3) Internet
With the advent of the network economy, the application of the Internet has become more and more frequent, and more and more people like the Internet, which is a convenient and fast communication tool to adapt to the fast pace of modern society. The information on the internet is quite rich and updated quickly, so it is impossible for real estate agents to leave the network.
Real estate agents can use the Internet to search and analyze all kinds of useful information to find potential customers. You can also make an enterprise website, show people your own advantages and all aspects of the enterprise, establish a corporate image, and win the favor of more customers or potential customers.
With the popularity of the Internet, people like to use email more and more. Real estate agents can send the relevant information of enterprises to potential customers by e-mail, which on the one hand facilitates the information feedback of enterprises, and on the other hand greatly improves the probability of potential customers turning into prospective customers.
In addition, it is also a feasible way to use the online electronic message board area for self-promotion.
(5) advertising
Advertisements surround our lives every day. Advertisements exist in newspapers, magazines, radio and television, the Internet, and even buses, railway stations and roadsides, affecting people's daily lives and stimulating people's daily consumption. Real estate agents should also contact advertisements frequently, attract customers through advertisements, turn potential customers into real customers and promote transactions.
(6) Personal business card
Business cards show personal identity? Face? , is also a way of communication. Holding each other's business cards usually gives people a sense of trust and closeness. On some occasions, brokers can also take advantage of appropriate opportunities to make direct requests, hoping that old customers will recommend potential customers.
Of course, the tone of the request should be euphemistic, the attitude should be sincere and the way should be proper.
2. Skills of finding potential customers
(1) data access method
Real estate agents can look for potential customers by consulting various materials. Data includes enterprise internal data and external data. Internal information includes the information of various departments, while external information mainly includes the catalogue of various information materials.
For all kinds of public directory resources, some of them can be potential customers. These catalogues mainly include: industrial and commercial enterprise directory, statistical data (including all kinds of statistical data collected annually by statistical leaders of various industries, departments, units and professions), product catalogue sample introduction, industrial and commercial management announcement, real estate business information books, newspapers and magazines, professional group members list, enterprise advertisements and announcements, telephone directory, yearbook, etc.
(2) Chain introduction method
Chain introduction method, also known as customer introduction method, refers to the introduction of existing customers. The method of introducing new customers through joint marketing. In fact, buyers have similar purchase motives, and customers also have certain connections and influences. Chain introduction method is based on the interaction between consumer demand and purchase motivation, relying on the relationship between customers, through chain introduction between customers to find new customers.
So it is very important to know the background of each customer, which will bring you business opportunities at any time. This method can continue to develop in depth and expand the customer base.
(1) Please introduce your current customers.
Real estate agents should not forget to sell themselves from time to time. Only by selling yourself to customers can business progress be smoother.
If the current customers are satisfied with the service, you can ask them to help recommend new customers.
If customers are not satisfied, don't forget to let them advertise. At the same time, please tell them the reasons for their dissatisfaction and talk about their own views. Real estate agents must show great concern for their own questions and show due courtesy and professional level, so that customers may become repeat customers because they are convinced.
(2) Please introduce new customers.
Real estate agents will constantly think of customers and win the trust of new customers through warm and thoughtful service and sincere attitude. Because they have no psychological burden, they may be willing to accept the request to recommend other new customers.
(3) Ask a stranger to introduce you.
One more effort, one more harvest and one more opportunity. Even complete strangers need to help promote it. In a word, this method is an effective way to find new customers. It should be noted that the key to finding new customers in chain introduction is for brokers to win the trust of existing customers, that is, to cultivate the most basic customers.
(4) Invite friends and relatives to be kind to others.
Effective use of one's contacts is an important way to get more new customers. Friends of friends, relatives of relatives, may become their own customers. Moreover, compared with strangers, referrals from relatives and friends are easier to trade.
(3) the influence center method
This method is driven by the core figures. Any small group usually has its own influence center, that is, the core figure, which can influence many people within this range. If real estate agents want them to become their own customers, they must make them understand the real estate brokerage industry, understand the market status of the real estate industry, let them experience professional services, and let them be excluded, understood and accepted. If key people are often difficult to get close to and cooperate with, if the relationship is not handled properly, a large number of customers may be lost. On the one hand, it can save a lot of time and energy, on the other hand, it can expand the influence of the service.
(4) advertising development methods
Advertising, as the name implies, has? Tell it widely? Meaning, pointing to the public to introduce goods, services and other publicity methods. Due to the increasingly fierce competition in the real estate industry, real estate marketing is overwhelming. Real estate agents pay more and more attention to self-promotion, and advertising is one of them.
Advertisements can be published in newspapers, magazines, TV broadcasts or the Internet. They can also expand their influence through mailing and distribution, so as to find more potential customers.
This method is conducive to finding new customers. Because it has its own advantages: customers can find pictures, words, sounds and other information in a short time, fully mobilize their feelings and attract their attention; It is also a way to expand influence.
Real estate agents can also make full use of various media to promote themselves and find more prospective customers.
(5) Personal observation method
This method means that real estate agents can find potential customers by digging their habits and direct observation, and make a quick judgment.
Because of its own particularity, such as immovability and high value, real estate makes customers extremely cautious when buying a house. Some customers may have been concerned from the start of construction to the sale of real estate, which requires brokers to understand. In other words, real estate agents must pay attention to their eyes, ears and hearts, observe the people around them and find their prospective customers at any time. However, due to not knowing the customer in advance, it is easy to fall into the void, and the failure rate is high.
The application of this method is helpful for real estate agents to broaden their horizons, face the real market directly and improve their various abilities.
3. Establish a file of potential customers.
Real estate agents have to pay a lot of hard work in the process of developing customers, so they must develop the habit of recording customer files so as not to let their hard work be in vain.
Establish a customer file, the content should be detailed and comprehensive, in order to better analyze customer data. Individual customers include name, age, occupation, address, family members, contact information, hobbies, personal credit, etc. For business leaders, business cooperation, etc.
For registered customers, we should keep in constant contact. Only by establishing a strong interpersonal network can we get twice the result with half the effort.
Gillard once pointed out: If you want to sell something to others, you should try your best to find information about your business from him. No matter what you sell, if you are willing to spend a little time getting to know your customers every day, get ready and pave the way, you won't worry about not having your own customers.
Second, the skills of meeting customers.
Real estate agents should always make appointments and visit customers in brokerage activities. With the accelerated pace of life in modern society, people have a strong sense of time. Time is life? ,? Time is money? . Therefore, real estate agents should develop the habit of making work plans and arrange their time reasonably. Make an appointment in advance before each visit to win the trust and cooperation of customers. Successful appointment can successfully approach customers, which objectively creates favorable conditions for brokers. For what? Meet by chance? To a great extent, it will disrupt the respondents' plans and arouse customers' resentment.
1, prepare before making an appointment
Because it is easy to let the other party know the intention by making an appointment with the customer in advance, it is rejected, which requires the real estate agent to make full preparations before making an appointment.
(1) psychological preparation for refusal
If you are psychologically prepared before meeting with customers, you will feel more relaxed and have a calm attitude; Especially when we meet unreasonable customers, we can handle them calmly.
When you meet a customer, are you politely rejected by the customer, or are you being treated as a punching bag? Fierce? Eating is normal. Don't be discouraged by customers' cold reception and rejection, but take courage and face it bravely.
(2) Overcome fear
Don't lose confidence because you are not familiar with it, leading to panic. Customers, especially some large enterprises, have high cultivation and quality. Even if they refuse, they will be polite and will not cause much pressure.
Brokers must be very confident and enthusiastic, don't look depressed and timid, and be modest when answering customer questions. Only in this way can customers trust you and make a successful appointment.
In addition, brokers should be good at feeling customers' emotions. If he is in a bad mood or too busy, he should take the initiative to terminate the appointment.
(3) Preparation of customer information
Excellent real estate agents should be good at collecting customer information, and detailed customer information will enable brokers to take the initiative in brokerage activities.
When you meet a customer, you must find out the basic information of the customer. Mainly includes the following aspects:
(1) Name or title
People are very sensitive to names, so don't make mistakes in names, or you may pay a huge price.
② Native place
Making friends widely is one of the successful experiences of various business work, and the feeling of fellow villagers can open the door to customers' hearts.
③ Experience and education
For customers with different educational background and experiences, it is necessary to master appropriate words and find out the same topic, so as to close the distance with customers.
④ Family background
This is what real estate agents must understand. Only by knowing the customer's family background can it be possible to prescribe the right medicine and do what you like.
⑤ hobbies
Starting with customers' hobbies is also one of the means for brokers to win customers' goodwill.
In addition, it is also necessary to know the customer's personality characteristics and consumption habits.
The more real estate agents know about customers, the more they can increase their confidence and chances of success. Confidence is contagious. Customers will have confidence in you only when they feel your confidence.
2. Meeting with customers
If a real estate agent wants to meet a client, he must determine the appropriate meeting content. The appointment mainly includes the following points:
(1) date
Determining the appointment target is to ask the real estate agent to find out who the real appointment target is and avoid wasting energy on those unimportant people.
Real estate agents need to distinguish between real buyers and nominal buyers, but they should not despise nominal buyers, such as secretaries and assistants.
When deciding who to meet, we should not only determine the main personnel who really have the decision-making power, but also handle the personnel relationship, keep good contact with those nominal buyers and get their full support and cooperation.
(2) Appointment time
When collecting customers extensively, real estate agents should cultivate their professional sensitivity and be good at grasping the best appointment opportunity.
When meeting with customers, brokers should always stand in the customer's position and help customers imagine the best solution; At the same time, be patient when meeting customers, and don't be eager for quick success.
Many brokers are rejected by clients, usually because the appointment time is not good. As long as the real estate agent can choose the best time according to the situation, he can get the opportunity to meet him.
(3) Appointment place
The appointment place is as important as the appointment time. Different customer business nature will lead to different meeting places, which can be customers' homes, offices, public places, social occasions and so on. Different booking places have different effects on the booking effect. The reservation place can be determined according to the specific situation.
3. Ways to meet customers
Meeting with customers by making an appointment in advance has a high success rate in various economic activities in modern society. Determining the appointment method can not only save time, improve work efficiency, but also prevent customers from letting you eat? Close the door? The situation has emerged.
Common ways for brokers to meet customers are:
(1) surface approximation
Face-to-face interview refers to the time, place, method and main contents of the next interview agreed by the real estate agent with the customer through various meeting opportunities. If you meet unexpectedly in various social occasions, meet and shake hands, break up and say goodbye, or be introduced by a third party, real estate agents can take the opportunity to meet.
(2) Telephone appointment
Telephone appointment is the most commonly used way to make an appointment. This method is quick and convenient, and can save a lot of time and travel expenses compared with other appointment methods. Telephone reservation, because the customer can't see the person, only hear his voice, so the focus should be on? Words? Let's go Brokers should not only speak clearly, speak kindly and express appropriately, but also make a long story short, simple and clear, and avoid too much information. At the same time, you must master the skills of telephone reservation in order to make an appointment successfully.
(3) Agreement
A letter of appointment means that a broker uses a letter to meet a customer. Such as notices, social stickers, advertising letters, etc. It is a low-cost and widely spread reservation method, so it is often adopted.
The letter of appointment should be sincere, concise, accurate, smooth and neat. If it is a letter typed by a printer, its signature should also be signed.
(4) Advertising reservation
This way refers to the use of various advertising media to satisfy customers. In the case of not knowing or making too many appointments, advertising appointment is a better way to make an appointment, which is characterized by wide information coverage and timely and fast. Can let prospective customers take the initiative to come to the door and dig out a large number of potential customers. On the other hand, during the advertising period, there may be a large number of customers who need to meet in a short time, so we must arrange enough appointment manpower in advance to meet the customer's appointment requirements in time.
(5) Online booking
With the increasing use of the Internet, real estate agents must also learn to use the Internet as a simple and quick way to satisfy customers.
Real estate agents can publish relevant information, send and receive emails and other technical means by setting up special websites or websites. This method has the advantages of wide range, no limitation of time and space, convenience and quickness.
Using the Internet, brokers can reach more customers with less time and cost.
However, due to the huge amount of information on the Internet, its coverage is greatly limited and it is not easy for customers to find it.
4. The strategy of meeting customers by telephone.
Telephone booking methods generally have the following types:
(1) problem solving method
Problem-solving method is to recommend corresponding products or services by telephone according to the problems that are common in society or urgently needed to be solved by enterprises.
When making an appointment with customers, real estate agents must aim at solving customers' needs and emphasize the benefits of real estate products to customers in order to arouse customers' strong interest.
② Letter mailing method
The letter mailing method is to mail the real estate information in advance, as an introduction, so that customers can know the products in advance without seeing the broker. If customers are interested in buying, they will definitely show some performance. Then, when making an appointment by telephone, start with mailing information and start a conversation on the grounds of soliciting opinions, so that customers will not refuse you easily after they have a certain impression on you.
Clients have a general understanding of real estate projects before meeting brokers. Whether the customer is satisfied or interested. The possibility of a successful appointment is greatly increased.
When using this method, you must pay attention after mailing? Phone tracking? , deepen the impression of customers.
③ Gratitude method
This method is suitable for customers who have had certain contacts.
Real estate agents use their relationship with customers to thank them for their great help and support, recommend new properties to them and ask for an appointment. Customers often respect the concern of brokers and are willing to accept appointments.
④ Congratulatory appointment method
Congratulatory appointment method refers to the information about customers obtained by real estate agents from various channels? Happy event? Use this as an introduction to propose a date to each other.
When using this method, real estate agents must ensure the reliability of news sources and have full confidence. Otherwise, it may lead to customer dissatisfaction or disgust. Moreover, the language used in this method should be appropriate and conform to social etiquette norms.
Of course, there are more than these methods, and various methods should be used flexibly, depending on the specific situation.
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