NLP, or Neuro Linguistic Programming, is a communication method that can help you become more persuasive and increase your real estate business. NLP has produced tangible results in the business activity of many real estate agents who have noticed an increase in closings and conversions after using NLP regularly.
What is NLP?
NLP employs psychology to guide your clients to become more decisive in the listing and selling process. Using a combination of verbal and non-verbal cues, NLP establishes trust between agent and client to trigger confident and informed decision making.
NLP is a good business idea that requires a lot of study, practice, and role-playing. You will need to learn scripts, dialogues, and how to mimic your client’s behavior and body language. You will also need to learn about different personality types in order to learn how to implement NLP effectively so you can bond with your clients effectively.
Disclaimer about NLP
NLP is very persuasive and therefore should be used ethically. In no way should NLP ever be used to convince someone to buy a property that is out of their price range or not in their best interest. To help you use NLP in the way it was intended, always picture yourself helping a friend or family member in each transaction. Guide them towards the smartest decisions based on their real needs.
How can NLP be implemented as a real estate sales strategy?
Quite simply, NLP is designed to increase your sales by making you more persuasive. It is not about manipulating or tricking people, but instead, it is about gaining the person’s trust and confidence in a quicker way. You are a competent professional who is dedicated to getting your client the results he or she wants, and NLP only paves a faster path to convincing them.
NLP is about understanding how people process and store information, helping you build a bridge between you and your client. Naturally, you are two different people with different personalities. However, NLP makes it possible for you to relate to each other so you can understand their motivations and needs to become their best advocate.
7 steps for using NLP for real estate agents
In the informative podcast called Real Estate Marketing Show, guest speaker Mike Bjorkman, who is a successful real estate agent, discusses 7 key steps of NLP that help him close deals time after time.
- Mirroring and Matching- Matching the body language of your client helps him feel connected to you. It establishes a sense of similarity because you are meeting your client where he is. For example, if you come into a meeting and your client places one hand over the other on the table, you do the same. If he leans in, so should you. This non-verbal communication builds a bridge to friendship and trust.
- Suggestive Selling- Walking into a meeting with the confidence and mindset that you are already their agent sets the stage for a persuasive meeting. By already acting as their agent, they can be more convinced you are the right agent for them. Never use the words “if” or “maybe”. Talk in certainties.
- Use an “Anchor”- The anchor is an action that induces a frame of mind or emotion in your client. For example, maybe a nudge on the shoulder can be done at a critical moment when they feel positive about the deal. Every time you do this same action, it will trigger that feeling of positivity and expectancy of good things in the real estate transaction.
- Framing- This is a persuasive technique that helps your client view his or her current situation based on what has happened in the past. Setting the current situation in a different “frame” can help your potential client make a decisive choice that is based on the question you present. For example, if a person feels the pressure to use an agent who has helped their family for decades but really connects with you, simply ask them if going with someone else’s agent has worked for others in the past. Wouldn’t it be better for every person to choose the agent that they resonate with?
- Meta Model- This is a method where you as an agent can deconstruct someone’s complaint to find out the real source of the problem. Maybe they are angry their house hasn’t sold after being listed a few times. Ask questions and investigate until you get to the real reason for the problem, for example, bad marketing or an improper listing price. Often the previous agent wasn’t the problem!
- Tie Downs- This is a series of short questions you ask your client when you are getting ready to close on a deal, like “Are you with me?” “Does that sound good to you?” The principle is that the more the client says yes to you, the more likely he is to say the ultimate yes-that is, signing the listing agreement or buyer representation agreement.
- Embedded Commands- These are pieces of a sentence that you want your client to agree with. You can embed these phrases in things you say around them. Common phrases are “list with me”, “trust me”, or “feel good.” They will, as a result, feel more inclined to list with you, trust you, and feel good about working with you.