Friday, April 21, 2006

How to Attract the Type of Customers You Want

Another good article from Bernice Ross of Inman news... The premise here is that people are naturally attracted to people like themselves. So if you want friendly clients, you should be friendly, if you want funny clients... well I think you get the idea....take the quiz!

One of the most powerful strategies from professional coaching is the principle of attraction. Attraction refers to the fact that people "attract who they are." In other words, those we attract normally are like us in one or more ways. No matter what price range you work with, the clients who gravitate to you will probably share a number of the same characteristics that you have. If you want high-quality clients who tell the truth, do what they say they will do and are a pleasure to work with, you must be the same way. On the other hand, if your life is always in chaos, if you lie, or are undependable, you will attract people who behave in the same way. Consequently, one of the primary ways to attract a better quality clientele is to raise your own personal standards. To determine your "attraction quotient," take the quiz below:

1.) Do you always tell the truth, even when it is unpleasant?

2.) Are you always on time for appointments?

3.) When things go wrong, are you the one who stays calm and solves the problem?

4.) When you take a listing, do you deliver all the services that you promised the sellers?

5.) Do you stay in constant contact with the sellers keeping them updated on the showings and the responses to your advertising?

6.) Does your print advertising fall into the category of "understated elegance?"

7.) Do the people who have visited your Web site tell you that your site is "very professional?"

8.) Do you avoid using profanity when you are with clients, no matter how bad the circumstance is?

9) Do you avoid telling off-color jokes or making remarks that may make others uncomfortable?

10.) Is your car clean and well-maintained?

11.) Do you go out of your way to make sure that your buyers have water, snacks, and something to keep their children occupied if you are taking them out to look at property?

12.) When you lose business to a competitor, are you gracious to the buyer or seller when they tell you?

13.) Are your marketing materials "top drawer?"

14.) When someone becomes angry with you, do you make peace rather than escalating the argument?

15.) Do you (or your assistant) respond to your telephone, e-mail, and Web inquiries at least once daily?

16.) Are you relaxed and calm when you are with clients rather than hurried, frazzled, and stressed out?

17.) When you hold an open house or have a client meeting, do you always dress professionally?

18.) Do your past clients consistently refer new business to you?

Scoring:

Each "No," represents an area where you can begin working to raise your standards. It makes no difference where you start. The goal is to take a number of simple steps over time. Begin with whatever is easiest on this list to fix. The more items you clear off the list, the more attractive you will become to a wide range of clients.

The key to becoming more attractive to the best possible clients is to always maintain a client-centric focus. When you are client focused, people are attracted to you. They are also more likely to refer you business. On the other hand, if your focus is on making the deal rather than providing the best possible service to the client, your desperation may cause some clients to go elsewhere. Remember to always put your clients' needs first no matter how desperate you are for money.

Being more attractive to better clients also means being willing to say "no" to clients who are dishonest, unethical, or who make your life miserable. Saying "no" reduces your stress. It also helps you avoid problems that can pull you off focus and cost you money. More importantly, if you hang on to buyers or sellers who consistently fail to perform, you actually block better business from coming into your life. Eliminating them creates the space that attracts new business. Before you question the validity of this claim, ask any veteran real estate agent what happens every time he or she plans a vacation. Business always picks up. Thus, raising your standards by eliminating non-performing clients opens the door for new and better business.

If you want to raise your personal attraction quotient, continually work on upgrading your professional image, market with top drawer materials, maintain a client-centric focus, and be willing to say "no" to people who are not a good fit for your business.

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