If people made decisions based purely on needs, every expired listing would rehire an agent immediately, every FSBO would list after a few failed showings, and every buyer would work exclusively with one agent from the start. But that’s not how real estate works, is it?
Customers don’t take action based on needs. They act based on problems.
A seller might need to sell, but they don’t act until the problem, whether it’s double mortgage payments, an impending job transfer, or months of no offers, forces them to. A buyer might need more space, but until their current home feels unlivable or they miss out on multiple offers, they don’t feel urgency.
As a real estate professional, your success isn’t just in understanding what your client needs, it’s in uncovering the real problem behind the need. The bigger the problem, the more motivation they have to solve it. And the more motivated they are, the easier it is to help them move forward.
So, the next time you’re in a conversation with a prospect, ask yourself:
What’s the real problem they’re facing?
How can I highlight the cost of inaction?
Am I positioning myself as the solution to their problem or just a provider of services?
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