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With the changes coming in our industry, buyer consultations will become more important than ever. From the moment you connect with a buyer, they will start to build an impression of you and decide if you will be the person to help them purchase a home, or if you're not a good fit for them.
I’m committed to increasing the level of service throughout our industry, so today I’m opening our Pemberton Homes playbook and sharing with you a step-by-step guide for what a buyer consult should look like and what it should cover.
Step 1: Set the scene.
First impressions start the moment of first connection. If that's on the phone, make sure you're standing, smiling, and attentive when talking to your potential client. Do not try to conduct the consultation on the initial phone call. Answer questions the prospect may have and then ask when they are available to do a home buyer consultation. Here's an example script you can use:
"My biggest goal is to make sure my clients are fully informed and educated on the home buying process before we start looking at homes. This allows us to be on the same page every step of the way and make sure they feel confident when making big decisions. Let's sit down together to discuss your goals, what you're looking for, the whole process, and a game plan that works for you. I like to do these in person, if possible. We can meet at my office or at your favorite coffee shop. Does next Tuesday at 2pm work for you?"
Step 2: Prepare.
Plan to bring something to help guide the conversation. At Pemberton Homes, our agents use our company's Homebuying Handbook and some additional intake forms. This contains all of the info clients need to understand the process in the order that makes sense for the conversation to flow. Giving them something tangible they can reference later will help them remember you and your conversation, and will leave a stronger first impression. Make sure to bring a notebook and take notes. I recommend taking notes by hand for a few reasons: 1) doing so eliminates distractions, 2) it helps you remember more clearly, and 3) taking notes on a phone, iPad, or laptop can come off as rude and creates a physical barrier between you and your client.
Step 3: The meeting.
Be confident and friendly. One of the best things you can do while working with clients is to match their energy. If they are excited, be excited for them. If they're feeling nervous, reassure them you will guide them through the buying process with confidence. Throughout the meeting, remember the 80/20 rule: they talk 80% of the time, you talk 20% of the time.
Start the conversation by learning about them. Ask them open-ended and perspective questions to learn about where they're from, their interests, family lives, etc. to help you learn what type of lifestyle they're seeking. Give your clients your full attention and ask follow up questions. The phrase, "Tell me more about that," is your friend here.
Ask them when they envision being moved into their new home and create your timeline backward from there. For example, if they are 4 months out from wanting to be moved in, you'll want them to be under contract 30ish days before then. Depending on the market, you may need to start their search immediately, or they may have a few weeks before starting to look. This is a great way to start explaining the market conditions, inventory, potential challenges, and what their options are. It is critical to set realistic expectations for every step of the process, starting with how long it may take them to get under contract. Remember to keep this conversation educational, but always have a positive interpretation to challenges. For example, if interest rates are higher than what was expected, explain how there will likely be fewer buyers actively looking.
Answer any questions they have. If you do not have the answer to a question, do not make it up. Simply say something along the lines of, "No one has ever asked me that. Let me do some additional research on that and let you know as soon as I know." Educate your clients on what questions you're able to answer and what ones you're not, and let them know where they can find answers to those questions.
Make sure to hit these main points:
-The importance of working with a buyers’ agent and what you will do for them.
-The importance of pre-approvals and working with trusted, local lenders.
-How and where you will search for their new home.
-The timeline of a successful sale.
-The costs associated with buying a home (including agent commission possibilities).
-The closing process.
-Introduce the agency disclosure, buyer rep, and affiliated business disclosures. Remind them that you cannot offer advice or recommendations, show properties, or submit offers without a representation agreement in place.
Step 4: Next steps.
Let the client know you will set them up on a search and send them a handful of properties that are available now that you think are a good fit. Then, the next step is to tour those properties OR set up a second meeting to discuss the search parameters and adjust accordingly. Never leave a buyer consult without setting the next meeting or showing. Set expectations for follow up and follow through on those expectations.
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