Craig Wilburn began his time on stage Wednesday by asking if the real estate professionals in the room if they’ve seen an anxious shift among buyers lately.
The question was part of Wilburn’s presentation at Inman On Tour Miami, and it prompted chuckles from the crowd of attendees — presumably because everyone in the room has indeed dealt with more homebuyer anxiety lately. Whether from a slower market, high mortgage rates or recent antitrust litigation, the market has lately suffered from uncertainty and chaos on many fronts.
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But Wilburn — whose job title is “chief people impactor” at Team Dynamo — argued Wednesday on stage that buyers are always nervous about something, and that agents can nevertheless still win over clients. And he argued that buyer consultations are the key.
“The buyer consultation is the most critical opportunity you have to build that connection with them,” Wilburn said.
Wilburn then went on to share a series of practical tips agents can use to win over clients.
Build genuine connections
Early in his presentation, Wilburn asked the Inman On Tour Miami crowd what business they’re in. “Relationships,” he quickly said, answering his own question as audience members nodded along. Indeed, Wilburn said he got into real estate not to sell houses but rather to connect with more people — and he argued that “the best way to build relationships is sharing stories with each other.”
“If I were able to connect with people very quickly then I could build a large clientele very fast because people could tell I was genuine,” Wilburn said.
Wilburn also suggested agents give their new buyer clients gifts at the beginning of their real estate journey. Most agents are familiar with the idea of giving gifts after closing a deal, but Wilburn said that sending a gift after the signing of a buyer contract can bolster a relationship. He suggested giving a “mini jar of honey that says, ‘here’s to a sweet journey ahead.'”
Craig Wilburn at Inman on Tour Miami Wednesday. Credit: Mike Nyffeler with AJ Canaria Creative Services.
Turn fear into confidence
Wilburn went on to argue that whatever any buyer’s specific concerns, “fear is the number one reason buyers stall.” And he suggested that in response, agents need to have “strategic conversations” and ask pointed, sometimes-hard questions — questions that will help agents down the road.
“‘What are you most afraid of about this process,'” Wilburn offered as an example of a question agents should be running by their clients.
Wilburn’s point was that many buyers experience feelings of uncertainty while searching for a home, and that agents need to help them overcome those feelings and move toward confidence.
“Your presentation must shift them from confusion to clarity,” he said.
Follow up
Later in his presentation, Wilburn suggested follow up is key to connecting with buyers and dealing with their concerns. Automated follow up communication — something many agents can do via their CRM — is a part of that process. But Wilburn also said that in his company he sends follow up emails to clients recapping their meetings. Sometimes, he even records recap videos.
Wilburns point was ultimately that by connecting on a deeper level, staying in touch, and addressing fears, agents can win over buyers even in uncertain times.
“Make your process emotional,” Wilburn said, “visual and strategic.”
