The Most Useful Question to Ask a Real Estate Prospect

What’s the single most useful question you could ask a real estate prospect? Is it…

a. What is most important to you about the agent you hire?

b. How many agents have you interviewed? (Or, How long have you been looking?)

c. What’s your situation with regards to selling/buying?

The answer is “c,” What’s your situation with regards to selling/buying. Why? Because that question opens up a conversation that can lead directly to the heart of their objections.

Question “a” isn’t a bad question. It’s a useful data-point in the sales conversation. It serves me by giving me information I can use to “spin” my presentation towards what works for them. However, it can be seen as a kind of entrapment question because the prospect recognizes that you’re asking it so that you can set yourself up for a sales pitch.

Question “b” is also not a bad question. Again a useful data-point. But this question is seen by the prospect as even more of an entrapment question. It does very little of any substance in the sales conversation because it doesn’t help them process their decision or understand the situation. It’s information you want to know, but by asking it you’re focused entirely on yourself, not at all on your prospect. Prospects sense that lack of focus on them and they subtly resent it, making it harder for you to recover your rapport with them.

What happens when you start your sales conversation with question “c” is that prospects tend to get straight to the heart of their key objections or concerns.

For example, one of my coaching clients tells this story. “I met a couple at an open house. We had a nice conversation about what they liked and didn’t like about the house, and what other houses they’d seen in the area. They said they weren’t working with an agent, but they were reluctant to set an appointment with me. So I asked them, ‘What’s your situation with regards to buying a house?’ They looked at each other and then the dam broke open. They started telling me all about how her ex husband had a lien on her current house, and they couldn’t buy until he released it but he was being a…etc, etc.”

In my experience, the situation question almost magically lowers a prospect’s shields and makes them open up. It’s a kind question that says “I’m listening”.

By the way, do you want to learn about soft sales techniques that feel good to use while giving you powerful influence with your prospects?

If so, check this out: http://www.OpenhandedSelling.com.