Proof That High Pressure Sales Tactics Don’t Work
Based on 13+ years experience representing hundreds of Buyers and Sellers, I’d estimate that the odds of any one showing leading to a consummated transaction are perhaps 1 in 10.
The exception to that?
If the Realtor is headed to the airport, or otherwise under acute time pressure.
When that’s the case, I’d estimate that the odds of the showing leading to a deal conservatively double (to a still-low 2-in-10).
Reverse Psychology
What might account for that?
I can think of three possible explanations:
One. Realtor on a time deadline = no sales pressure.
In contrast to a “regular” showing, a Realtor who needs to be someplace else wants the showing to go badly — so they can lock up the house and get out of there!
So, there’s no extolling the updated Kitchen, pointing out the beautiful backyard, or the lovely block.
Instead, the subliminal message clients get is: ‘don’t buy this home.’
It’s amazing how, when that’s the agent’s mindset, clients suddenly want to make sure they’re not overlooking any important details.
Two. The Hot New Listing.
Clients who know their Realtor is going to be unavailable will usually be OK waiting to see something — unless they really, really like it (online, at least), and are concerned that it might sell quickly.
If their Realtor has been working with them conscientiously, showing them suitable homes over a period of weeks (or months), and educating them about the market — they just may be right!
When a hot new listing hits the market, clients will legitimately want to see it last-minute (“first-minute?”) — and it’s their Realtor’s job to oblige (or find a colleague to show it to the client, if they can’t).
Third. External deadlines.
Usually, clients have their own deadlines for purchasing: an expiring lease, wedding plans, starting a new job.
However, sometimes when clients don’t have such a deadline — their Realtor’s deadline acts as a proxy.
Knowing that they have a finite window to make a purchase decision can sometimes be the catalyst that such “deliberative” Buyers need.
