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Quickly learn to speak your prospect's language


There are many soft and hard skills that highly successful real estate professionals use. To make a sale, understanding what motivates a person and communicating how you can meet their needs that create motivation is a soft skill you may do without realizing it.

Some of us are naturally adept at communicating with others and speaking to their needs, but do you understand the underlying reasons that help propel that success? When you do, you can take the chance out of the equation and increase your close rate.

How Prospects Think

We all use our senses to interpret the world around us. Our five senses are our tools to understand the inputs around us. Our learning style tends to be related to one of our senses and helps us process those inputs. Most of us have a preferred sense, or learning style that makes processing those inputs easier for us.

Understanding learning styles and how to sell to different learning styles makes your job as a real estate agent much easier. 

Learning Styles Defined

Learning is not just for school. When we make a decision, we need to learn - to understand our options, to evaluate, and to feel confident in that decision. That’s why the learning style of your prospect can affect whether they move forward with your next proposed action.

There are the primary learning styles: visual, auditory, and kinesthetic, sometimes referred to with the acronym VAK. Let's look at what each of these learning styles is and apply it to real estate sales.

Visual Learners

Visual learners rely on sight to learn effectively. They are most comfortable learning with observable inputs such as:

  • Maps
  • Floorplans
  • Charts
  • Graphs
  • Patterns
  • Shapes
  • etc.

Selling to visual learners can be enhanced by showing them data about a property. Use photos and presentations with visual elements that call out the parts of the property you'd like them to notice. 

For example, you might take a photo of the house and add in arrows with dates showing when the roof and windows were replaced, any new additions, or special features. Use charts to compare average utility usage for a property compared to others in the neighborhood or compare schools, walk scores, and amenities.

Don't forget to point out the visually appealing parts of the property as well. These learners will respond to facts such as what times the lighting is ideal, views, or attractive architectural features. Changing your language to appeal to the visual style will help your clients notice and appreciate these features if they haven't already.

A note on visual learners: They may not be as common as you think. In our world of constant visual stimulation, it is easy to assume that this type is more common than it is.


Auditory Learners

Auditory learners prefer to hear their information. These learners will want to listen to you as you speak about all of the property features.

Give these learners inputs such as:

  • A recorded walkthrough video where you explain important property features instead of only showing them
  • A phone line they can call to listen to a recording of property features

And, don't forget to call out how they'll experience the property through hearing, such as mentioning:

  • A quiet street
  • Soothing water features
  • Areas for children or teens separated from the master bedroom to afford some quiet
  • etc.

Kinesthetic Learners

Kinesthetic learners learn by touching or doing. They learn through trial and error and by getting involved with what they are learning about. 

Help these learners experience the property themselves.

  • Encourage them to open doors, cupboards, and drawers
  • Let them actively explore the property and offer insights on how they can use it
  • Ask questions about their goals and show them examples of how they can change the property to meet them

These learners are probably your DIY-ers who will enjoy a property that has potential they can mold to meet their aesthetics. 

It can be useful as well to point out nearby activities to these learners, such as nearby parks, museums, and attractions.

Applying Learning Styles in Real Estate Sales

Knowing the different learning styles and how to effectively communicate to them reduces friction in the sales process by meeting your client on their preferred terms.

When you can communicate with someone in an easy way for them to process, you cut down on misunderstandings and leave fewer elements up to interpretation. 

You can also spend more time talking about the features of the property they are likely to care about the most. People are busy, you are busy, and you want to make the interactions you have with your clients feel like a good use of their time, especially when many buyers look at many properties before settling on one.

Making the experience comfortable and geared toward the client will help you reduce their stress and feel more comfortable with you. That comfort will help you grow their trust in the relationship and make it easier for you to help them find the ideal property instead of becoming frustrated and looking for a different real estate agent to help them.

Identify Learning Styles Faster

How do you put all of this into practice? How do you know how to communicate with them most effectively?

It starts with identifying their learning style. You might be able to pick up on a client's learning style through the language they use when they talk to you, but if you haven't had the time to study learning styles and the nuanced language that can identify it, you might get it wrong, waste time trying to figure it out, or distract yourself away from the conversation because you are so busy trying to figure out their learning style.  

You already know how to sell, and applying learning styles to the process should enhance the experience instead of making it more difficult.

Let us Help!

This is where Cyrano comes in. We use AI to quickly and accurately pinpoint learning styles for you so you can easily take it from there, enhance the client experience, and make the sale.

Learn more about how AI can make your real estate sales easier—contact us for more information.

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