What are the talking skills in real estate sales?

Hua Shu, also known as the art of speaking, is famous for its ability to observe faces and colors, to imitate hundreds of things, to use deep feelings, and to be sophistical in writing. Almost most of China's five thousand years of long culture revolves around the art of speech. Speaking skills are a very important point in sales work. A good speaking skill will run through the communication process with your customers and make them trust you more. So what are the classic sayings in real estate sales? The following is the information compiled by the editor for you.

Real estate sales skills Nine major skills in real estate sales, rapidly growing sales

A complete real estate sales process basically includes the initial reception, effective display, follow-up and order promotion and signing Four links of action. Each link includes many key situations, which require the real estate consultant to have mature "speech skills" to deal with them. We summarize them as "nine major speech skills".

1. Preferences for first contact;

2. Restrictions on initial quotations;

3. FAB for explaining the process;

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4. The control skills of the house viewing process;

5. The dominant speech skills of the conversation process;

6. The avoidance of confrontation skills in handling objections;

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7. Interruption skills in comparing competing products;

8. Control skills in the follow-up process;

9. Advantage skills in price negotiation.

Preferred words for first contact: association and praise

When a customer enters the sales office for the first time and is in an unfamiliar environment, his inner psychology must be slightly nervous and wary. The first step for a real estate consultant is to eliminate the customer's wariness and establish the customer's trust and preference for him or her.

The primary purpose of the real estate consultant in the first stage of communication is not to facilitate the transaction, but should focus on the following two aspects: the first is to make the customer feel a welcome atmosphere; the second is to give the customer a A deep impression leaves customers with a perception of the professionalism of this real estate consultant and the high-end service quality of the sales office. All in all, it is to establish the customer's "preferences". The ability to establish preferences directly determines the success of sales. The book "Influence" lists "liking" as one of the six secrets to successful sales.

Mature real estate consultants usually use ? Welcome to our sales office, I am your real estate consultant, my name is ***. Since we are here by fate, it doesn’t matter whether you buy it or not. Let me introduce it to you first. ? Wait for the words to resolve the customer's wariness, and then slowly build up their preference. There are two main ways to build preferences: compliments and finding connections.

Praise is the most commonly used word in the sales process. Most real estate consultants have used it, but only a few people who are good at observation and knowledgeable can praise customers to a certain extent. The reason is that there are three parts of praise. Concentric Circles? Theory.

Praise is like target shooting, with three concentric circles. The outermost circle praises "appearance", the second circle praises "achievement and character", and the third circle praises "potential" (even I have not yet perceived potential)?. Generally, real estate consultants can only focus on the outermost "appearance" and praise the client, "This pendant of yours is very beautiful." It is rare to be able to hit the second circle. As for the bullseye in the third circle, it requires personal observation skills and knowledge reserves.

The author once met a group of customers at a sales office. A young mother came to buy a house with a two-year-old girl. During the communication process, the negotiation reached a deadlock. At this time, the author noticed this cute little girl and said to her mother: "Your daughter's ears are very good. Her ears are higher than her eyebrows. She is a successful young girl. In physiognomy, she is called "famous ears". Many film and television stars have this." The famous ear. The mother was very happy after hearing this and said: "Really?" My daughter is indeed precocious and can memorize hundreds of English words at the age of two. ?The distance between us suddenly became much closer around this daughter, and the deal was concluded smoothly.

There is also a real estate consultant in Kunming who once received a customer named Cu?n. He said: Oh, your surname is Cu?n. Your ancestor has this surname. The nobles of Yunnan. ?When the customer heard this, he was very happy immediately, ?Yes, yes, our surname is the authentic aristocracy of Yunnan.

In the past, it was actually Cuan, but the character was too complicated. After the Song Dynasty, it was changed into the Chinese character Cun. It’s really rare that you can still pronounce it correctly. ?As you can imagine, this customer not only completed the transaction himself, but also brought many customers to this knowledgeable real estate consultant.

The above two cases are typical examples of praising customers’ potential, and the results are naturally extraordinary.

In addition to the well-known compliments, a common way to establish preferences is to find connections and similar items, such as classmates, same sex, fellow villagers, colleagues, etc. Try to find some similar things. Sometimes in order to find connections, "making up stories" is also a commonly used technique.

For example:? Last week a client of mine came over and bought a 130-square-meter house. Like you, he is also in the building materials business. He said that he would recommend friends in the same industry to buy a house from me. He said that he came today. When you came in, I looked like you, and the apartments you chose were the same. You are the friend mentioned by the customer, right? Oh, no. I don't know him. ? It seems that heroes really see the same thing. You are peers, and your vision is unique. The house type you are interested in is our best-seller. ?

It is a habit of sales consultants to create stories for themselves. Telling a story can win the trust and preference of customers.

Control skills for initial quotation

The so-called control skills are to know in advance what others want to express in an interactive speaking atmosphere, and this matter It may not necessarily be beneficial to oneself; so one changes the form to pre-emptively strike, and as a result, others are unable to attack, thus allowing the person who initiates the restriction to gain a dominant position in the conversation. ?Constraint? Talking skills are most commonly used when asking prices in the early stage and showing guests the house.

In the early stages of contacting a project, whether it is out of spontaneous need for products or product demonstrations proactively approached by real estate consultants, customers can’t help but ask, how much does this house cost? This is Belongs to the customer's "Initial Price Inquiry".

In fact, it is a habit for consumers to ask about the price in the early stages of purchasing. It is an instinct without logical thinking, trying to preliminary classify the item within the category of image.

There are two zones in people’s minds regarding the value of a product: the expensive zone and the cheap zone. The right brain of potential customers will automatically map the price of the product. Once they enter the cheap zone, the customer's beautiful imagination of the product's quality, brand, quality, etc. will disappear; and once they enter the expensive zone, even if they have no current spending power, their inner thoughts But it has established a beautiful yearning for it.

Robert Cialdini gave an interesting example in "Influence": a kind of turquoise cannot be sold no matter what. The boss finally wanted to sell at a reduced price, so he asked the clerk to divide the price by 2. The clerk mistakenly thought that the price was multiplied by 2, and all the items were sold. In many cases, high price = high quality. This is a fixed mindset. Most consumers will not think that cheap = high quality.

When a customer first enters the sales office, it is the sense of the right brain that drives the perception of the product value, so the initial quotation becomes a skill.

Many real estate consultants simply honestly believe that when customers ask for price, they must buy, but they ignore that the purpose of asking for price for the first time is to find value, and quickly classify it into expensive or cheap areas in their minds. District.

The simple answer? Our average price is 12,000 yuan? The consequence is that the customer continues to say? Too expensive!? So the real estate consultant starts to explain, what is good about our house? Why is it valuable? . When consumers do not have the ability to identify the value of a project and have the impression that the product is not valuable, all explanations given by real estate consultants are invalid.

At this time, the correct approach for the real estate consultant is to adopt a "restriction" strategy to make the development of the sales process beneficial to him. ?Constraint? is the communication skill that actively initiates the method of controlling the customer's brain area classification. The restriction strategy has three steps: first, praise the customer's vision; second, emphasize the uniqueness of the product, such as rarity, shortage, etc.; third, praise the expensiveness of our products without mentioning the specific price. The specific performance is as follows:

The customer asked: How much does this house cost?

The real estate consultant answered: The house type you asked about is the best-selling among all our house types. What a discerning eye. It is a 70-square-meter two-bedroom apartment with views of the river and golf course. Our product is the only one on Changbai Island, and there is currently only one set left. I have been in the sales business for five years, and I have never encountered a house type that is selling so hotly. ?

The customer asked: ?How much is it?

The real estate consultant answered: ?The price of our unit is the same as that of Vanke City, with a unit price of 6,000 yuan. ?

At this time, customers have two thinking trends: one is to classify it as an expensive area and then show strength. ?The price is acceptable. Good houses are expensive.

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This result is very ideal, and it lays the foundation for future price discussions that are beneficial to the real estate consultant. Another expression is: Oh, it’s not cheap. Why?

At this time, the customer is in inquiry mode, and the real estate consultant can take advantage of the situation to introduce the product, and the customer can listen. This is to control the customer's thinking in the direction that is beneficial to the seller through the "constraint" strategy. Common restrictions on quotation techniques include, for example, the original price of this unit is 10,000 yuan/_, but now there is a promotion during the May Day Golden Week. We only have five units per ***, and we have a 30% discount. ?

In this case, the salesperson quoted an inflated price of 10,000 yuan/_, taking advantage of the customers' response to the inflated price of "expensive = high quality", and then emphasized that The shortage creates psychological constraints on customers. The core point that restricts rhetoric is to emphasize "shortage". The "shortage principle" is one of the "six weapons" mentioned in "Influence". Generally speaking, people always have endless desire for things that are not easy to obtain. In the real estate sales process, "creating scarcity" is one of the most important principles of trading. The rarer something is, the more people desire it, and sales naturally follow.

FAB during the explanation process

FAB (FeatureAdvantageBenefits) is a formula used to effectively explain the product when potential customers have limited understanding of project features.

F means attribute, which refers to certain facts, data or information contained in the product.

A means advantage, which refers to the benefits that certain features of the product bring to customers.

B means benefit, which refers to introducing certain features of the product and its matching advantages in a directional manner based on the needs of potential customers, rather than introducing everything. For example: Our project uses a central air conditioner with water source heat pump technology, and the air conditioner uses a split wall-mounted unit. Its advantages are: first, it is very energy-saving, and the energy consumption is only one-third of that of ordinary central air conditioners; in addition, it is very environmentally friendly, and the wind blown out is similar to fresh natural wind, without Freon. Aren't you worried about noise?

If there is noise, you can close the windows and turn on the air conditioner. You don't have to worry about stuffy air or high electricity bills. You see, if you have elderly people and children at home, you don’t have to worry about air conditioning problems in the future. ?

There is a key point in FAB's rhetoric, that is, when talking about "B-Benefits", we should focus on explaining the benefits that the product brings to the customers' family members, especially children and the elderly. Due to the deep influence of traditional culture, Chinese people do not live for themselves in their bones. The idea of ????the old and the young and the young is deeply ingrained; talking about the elderly and children can touch the softest part of the customer's heart.

In actual practice, if a real estate consultant meets a pregnant woman, it will be absolutely lethal to talk about the selling points of his own project and the weaknesses of his competitors for the unborn baby. For example, selling points such as kindergartens, environmentally friendly building materials, fresh air, spacious parks, and many recreational facilities can deeply impress future mothers.

How to control the house viewing process

After listening to the real estate consultant’s introduction to the project, as long as the interested customer will definitely ask for house viewing, the house viewing process can be said to be whether The key to closing the deal, therefore, speaking skills in this process are also very important. The main talking points during the house viewing process are as follows:

(1) Interpersonal control skills

During the house viewing process, the client often invites his friends to participate together. The most critical part of being a real estate consultant is to take the initiative to get to know everyone who is viewing the house together, and be sure to proactively ask the clients to introduce you to them. ?Mr. Zhang, could you introduce me to some of your friends?

And take the initiative to hand over your business card. The words after the customer introduction must also follow up. ?Hello, Mr. Zhang must be so successful because he has a group of successful friends. ?Mr. Zhang has mentioned you many times, saying that you are the expert. ? Hello, could you please give me more advice? It is really a fate to meet you all. ?These words are foreshadowed in advance to prevent these people from saying anything that will affect the decision to buy a house during the house viewing process. For example, this house is not good, this house is not easy to wait for. Communication is important between people, and there is a problem of activeness and passiveness in communication. As long as the real estate consultant takes the initiative to ask the client to introduce his companion, generally the client who has entered the house viewing stage will not fail to give face.

The key to controlling the house viewing process is to take the initiative, say nice things, and ask for advice.

Carry a notebook with you to record questions that cannot be answered appropriately, record the key points that the customer is particularly concerned about, and record the words of the person accompanying the customer.

Don’t worry about customers seeing you taking notes. Taking notes is also an act of respect for customers and a sign of professionalism. The words recorded here will be used during the return visit to awaken the customer's feelings about the house viewing.

10 must-read books for real estate professionals will make a huge difference after reading them carefully

1. "66 Details of Luxury Home Marketing"

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Villas and high-end apartments, as end products in the residential value chain, have gained the favor of high-end customers for their irreplaceable resource privatization and strict product details. Its corresponding market segment is very different from ordinary residential buildings, which directly affects a series of actions such as product design, promotion strategy, and price strategy.

This book divides luxury home marketing into positioning, promotion, marketing and service, and refines the characteristics of luxury home marketing from 66 operational details. It is a reference book with practical guiding significance. , which has strong reference significance for high-end residential product development, design, and marketing personnel.

Media comments:

I have been engaged in real estate marketing and read a lot of real estate books, but when I carefully read "66 Tips for Luxury Home Marketing" written by Mr. Tang Anwei, "Details" manuscript, I agree with it very much. Because this is not a theoretical book, it systematically summarizes the details of actual operations and is completely practical. It is actually a training material for real estate marketing and has strong practicality for the positioning, planning, and marketing of high-end residential properties. . Chen Yunfeng

Secretary-General of China Real Estate Managers Alliance and Vice President of Huaye Real Estate

As the rotating chairman of China Real Estate Managers Alliance, I warmly recommend "66 Tips for Luxury Home Marketing" written by Mr. Tang Anwei The book "Every Details" is very professional, detailed, practical, and organized. In a word: very valuable! I will ask Vanke Marketing System to study this book and do a good job in product and marketing details! Mao Daqing

Founder of Maker Workshop, former executive vice president of Vanke Group and general manager of Vanke Beijing

2. Urbanization and real estate market

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This book is the 2011 volume 46 of the China Real Estate Research Series. The content of the book includes analysis of the current situation and regulation of my country's property market, several issues in urbanization and real estate market: interactive influence and coordinated development, comparative study of housing provident fund supervision models, and lessons learned and inspiration from the development and management of housing rental markets in developed countries in Europe and the United States. wait. This book is intended for reference reading by relevant professionals.

3. Taking the Pulse of Real Estate Marketing? 100 Problems and 100 Solutions in Second- and Third-tier Cities

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"Taking the Pulse of Real Estate Marketing (100 Problems in Second- and Third-tier Cities) "100 Methods" is the first domestic work on real estate marketing in second- and third-tier cities, covering the entire process of real estate development. Tang Anwei, the author of this book, puts forward the transformation and development trends of real estate marketing models through prediction and analysis of the direction of real estate transformation. The book not only summarizes a set of effective solutions for residential products, but also provides an in-depth analysis of commercial complexes, tourism real estate, senior care and health real estate, etc. that have attracted much attention in the current and future markets. The biggest feature of "Taking the Pulse of Real Estate Marketing (100 Problems and 100 Solutions in Second- and Third-tier Cities)" is that it is extremely practical. The author has refined 100 problems encountered by real estate marketing planners in second- and third-tier cities when trading, and conducted targeted research and provide professional answers. This book is suitable for corporate executives, marketing planning directors, sales managers, planning managers, etc. who are engaged in real estate marketing planning work.

4. Commercial real estate: planning, investment and operation

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This book takes value chain analysis as the main line and focuses on commercial real estate developers and operations The topics include how businesses create value, build commercial real estate value chains, and realize the value of commercial real estate.

The book analyzes types of commercial real estate, value chain analysis methods for marketing planning, architectural planning, market positioning, and marketing of commercial real estate, etc. Conducted research and discussion on existing commercial real estate operations. Finally, the knowledge in this book is systematically integrated using typical domestic commercial real estate planning and operation cases as the background, giving readers a sense of integration.

This book is the product of a close combination of commercial real estate theory and practice. It is not only an "art of war" that is highly theoretical, but also a "sword art" that can guide marketing practice.

This book is widely suitable for reading by commercial real estate developers and marketing planning researchers. It is also suitable for college teachers and young students as a reference book for professional study.

5. Commercial Real Estate Operations and Management

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"Commercial Real Estate Operations and Management" written by Dalian Wanda Commercial Real Estate Co., Ltd. summarizes Wanda Group’s ten With more than 10 years of experience in commercial real estate operations, he fills theoretical gaps, introduces practical experience, and provides successful cases. The book focuses on describing the full-process practical operation and theoretical innovation of Wanda's commercial real estate management, and deciphering Wanda's speed and Wanda model. I hope this book can give some useful references to commercial real estate practitioners, promote the professionalization of the commercial real estate industry, form healthy development, and make some contribution to China's urbanization process.

6. N types of models for strategic breakthrough of real estate companies ①

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Focus on the strategic transformation benchmarks among real estate companies and conduct in-depth interviews with 13 benchmark properties The CEO, who is at the helm of corporate strategic transformation, has extracted 13 typical models of strategic transformation for Chinese real estate companies.

The 13 companies are each divided into one chapter. Each chapter is a typical example of strategic transformation, with distinctive characteristics and first-hand information for in-depth interpretation.

Each company has a label. In addition to a comprehensive interpretation of its strategic transformation, it also appends key data such as an introduction to the company's typical projects and a profit margin trend table.

7. Best practices for real estate project operations

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In the future, real estate project operation management should become the engine of scale in the process of making real estate companies bigger and stronger. and profit monitors. At present, the entire domestic real estate project operation and management is transitioning from extensive to standardized. However, different companies at different stages of development and differentiated layouts in first-, second- and third-tier cities also bring about differences in project operation and management strategies and methods. This book is based on the current cross-regional and multi-project development background of domestic real estate, based on the management practices and experiences and lessons of more than 200 domestic benchmark real estate companies, and finally precipitates a set of relatively mature and practical project operation management concepts and models, emphasizing the importance of real estate companies As for the project operation management model, there is no best or perfect one, only the right one is the key to selection. The book is divided into 8 chapters, including: project operation overview; real estate project organization selection and control; real estate project investment income tracking management; real estate project plan management; real estate project operation meeting decision-making management; real estate cost management; real estate project marketing control; real estate project management. Project operations performance management.

The readers of this book are mainly middle and senior managers of real estate, and it is especially recommended to the chairman, general manager, project operation director of real estate companies, as well as the leaders and managers of the business functional lines of real estate enterprise groups.

8. Fine real estate management--marketing planning

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What can realize the realization of all the developer’s initial investment is sales, regardless of one No matter how impressive the preliminary research and project positioning of a real estate property are, it is the last word that the house can be sold through marketing planning. Marketing planning requires the most innovation and execution. What determines the results of marketing work is marketing planning thinking and team collaboration. The biggest feature that distinguishes the marketing planning of large real estate projects from ordinary small and medium-sized real estate projects is how to capture customers from other places. This is also one of the key points of this book.

This book*** talks about six things: first, how to understand the channels and effects of advertising when doing real estate marketing planning; second, how to build and use various sales media; third, how to analyze non-local customer sources , obtain customers from different places, and finally form a transaction; the fourth is how to design the media delivery portfolio, how to evaluate and monitor the delivery effect; the fifth is how to manage a sales team that can work together to successfully launch. Sixth, how to screen the most important consumer group for mega-caps: large customers.

9. Commercial real estate investment operation - templates? cases? planning? tools

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"Commercial real estate investment operation (template)" edited by Wang Gaoxiang Case Planning Tool) focuses on commercial real estate investment operation planning, mainly including commercial real estate project investment, commercial real estate model, marketing promotion, investment on-site management, investment negotiation, investment personnel management, commercial real estate daily management, etc. In addition, this book combines theory with practice and provides a large number of practical tables and tools that can be modified and used appropriately.

From the planning cases in the appendix, you can learn the key points of success from each planning case and use them as references when planning projects.

"Commercial Real Estate Investment Promotion and Operation (Template Case Planning Tool)" can be used and referenced by commercial real estate practitioners and planners, and can also be used as a reference for those who are interested in engaging in commercial real estate.

10. Commercial Real Estate Planning and Investment Operation (Revised Edition)

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"Commercial Real Estate Planning and Investment Operation (Revised Edition)" takes value as Chain analysis is the main line, focusing on topics such as how commercial real estate developers and operators create value, build commercial real estate value chains, and realize the value of commercial real estate.

This book analyzes the types of commercial real estate, value chain analysis methods of marketing planning, architectural planning, market positioning, market promotion, etc. of commercial real estate. It also adds research and discussion on existing commercial real estate operations. Finally, the knowledge in this book is systematically integrated using typical domestic commercial real estate planning and operation cases as the background, giving readers a sense of integration.

"Commercial Real Estate Planning and Investment Operations (Revised Edition)" is a product of the close integration of commercial real estate theory and practice. It is not only a "strategy" and highly theoretical, but also a "swordsmanship" that can guide marketing. practice to make up for the lack of mature textbooks and reference books on the market.

"Commercial Real Estate Planning and Investment Operation (Revised Edition)" is widely suitable for commercial real estate developers and marketing planning researchers to read and use, and is also suitable for university teachers, senior students, and graduate students to study and refer to.