The Unintentional Trust Gap with Potential Clients

by Angel Tucker, CSP

Agents can do everything “right” and still fail to gain a potential client’s trust.

They can be knowledgeable and professional. They can provide great information. They can respond quickly and follow up.

And the client can still walk away. Why? Because good service alone doesn’t guarantee connection, and without connection, trust never forms.

One of the biggest challenges a REALTOR® faces is adapting to their client’s personality needs. Instead, they provide the amount of information they would want. They communicate at the pace they prefer. They emphasize the things that are important to them.

Unfortunately, the client may need something completely different. And the REALTOR® who aligns with that will win the client!

When their interaction isn’t aligned with the personality of the potential client, they unintentionally create a trust gap before the relationship has a chance to develop.

Here are some insights that can eliminate that gap:

The Dominant “D”

A “D” personality values results, efficiency, and getting tasks accomplished.

One of the quickest ways to create a disconnect with this personality is to give long, drawn-out explanations. A “D” wants the bottom line. When additional information is necessary, summaries and bullet points are much more effective. Start with the outcome first, then provide additional insights as needed. For example: Instead of saying “This is what I recommend if you want to purchase this home.” Say, “If your goal is to purchase this home, here is what I recommend.” By leading with the outcome, a Dominant “D” is more likely to listen to the next thing the agent says.

Pace is also important.

Moving slowly with a “D” can signal that their time isn’t valued. To this personality, time is money. Skip the small talk and get to business!

The Inspiring “I”

An Inspiring “I” requires the opposite approach.

“I” types are relationship-oriented. Jumping immediately into business can prevent the personal connection they are looking for. They don’t want to feel like they’re simply another transaction. They want the experience to feel engaging and fun.

The amount and presentation of information also matter.

Overwhelming an “I” with details causes them to disengage. This personality responds better to someone who paints a picture than someone who floods them with data.

The Supportive “S”

This personality values relationships, stability, support, and a comfortable pace.

Jumping straight into business creates an immediate disconnect. An “S” wants the agent to show an interest in them as a person. Taking time to ask about things that are important to them, such as family, helps establish the relationship before moving into the process of buying or selling.

Rushing an “S” to make a quick decision also creates a trust gap.

This personality does not enjoy being pressured into moving quickly. They need a trusted advisor who is willing to walk them through their options and help them determine which choice is best for their personal circumstances.

The Cautious “C”

Being personable and charming doesn’t build trust with a Cautious “C.”

“C” types are private. Asking questions unrelated to the transaction can make them uncomfortable, especially when the relationship is new. That doesn’t mean they will never discuss their personal lives. It means it is better to allow them to determine when and whether that conversation occurs.

Preparation is also critical.

This personality is detail-oriented and data-driven. They want accurate information and use it to make decisions. A REALTOR® who hasn’t done their homework loses credibility with a Cautious “C.”

Same REALTOR®. Four Completely Different Experiences.

Here’s what makes these trust gaps so easy to create unintentionally.

Consider what happens when the same REALTOR® uses the exact same approach with every potential client.

The REALTOR® hasn’t become better or worse at their job. The client’s experience has changed.

That’s the difference between simply communicating and creating aligned interaction.

From Communication to Connection

Creating connection and building trust becomes easier when we have a simple, repeatable process for recognizing differences and adjusting accordingly. That’s the power of the GLOW Connection Method™ powered by DISC:

G: Gain Awareness

Recognize the personality clues of the potential client.

L: Lock On to What They Need

Determine what they need to feel understood.

O: Operate Accordingly

Adjust your interaction based on their needs.

W: Win the Connection

When people feel understood, connection develops and trust grows.

When an agent gains trust, they close more deals and turn clients into raving fans who send referrals.

 

Angel Tucker, CSP is the Personality Speaker. She is a best-selling author, award-winning author, and the creator of the GLOW Connection Method™. Angel frequently speaks for Associations and Conferences across North America. Learn more about Angel and the GLOW Connection Method at www.PersonalitySpeaker.com