Why People Do Business With Other People

We’ve all known agents that don’t appear to know very much yet make money. How is it that these agents can do well without having the proper knowledge? The answer may surprise you and relate to the expression “perception is reality”.

You can be the most knowledgeable and efficient agent in your area, but if people don’t perceive you as being good you won’t make much money. Conversely, you can be terribly inefficient and lack critical knowledge, but if people perceive you to be professional, you can make a lot of money.

So why does this happen? It has to do with how people select who they want to do business with. According to numerous psychological studies, people are motivated to select the person they want to do business with based on the following:

1. Visual Input –55%

What you see or feel represents 55% of the reason a client makes a decision to work with you. These visual cues include:

• Facial expression
• Dress and grooming
• Posture
• Eye contact
• Touches
• Gestures

2. Vocal—38%

What your prospects hear comprises 38% of the reason they decide to do business with you. The way you say something may actually be more important than what you say. Vocal cues include:

• Tone of voice
• Vocal clarity
• Expressiveness

3. Content—7%

It’s remarkable that only 7% of the reason that your clients choose you has to do with what you know. Content includes:

• Your knowledge
• Information
• Data

Many agents spend the majority of their time developing an expertise but never understand the motivation behind why a buyer or seller will choose them over their competition. A trusted real estate advisor must have the knowledge and expertise, but must also have an intimate understanding of the visual and vocal cues they are giving to their prospects. These cues will allow you to build trust and confidence with your client. Remember, people don’t care what you know until they know that you care.