Recently, we published a couple of blogs about texting versus email, and why at times it’s more important to utilize email than to text. Those are a couple of on the nose communication ideas that real estate agents must be aware of. This blog is a bit different. In this blog, we want to discuss the differences between hard selling and soft selling.
Before getting into the differences, we must first lay this out there: hard selling isn’t alwaystaboo. Many real estate agents might believe it’s taboo. There’s a reason. Most real estate agents know that the harder they sell, the more the chance of turning off buyers. That’s not wrong.
Nobody likes the hard sell. However, at times, a real estate agent must use a hard sell to reach the accomplished goal. Keep reading for more info on hard sells and soft sells as well as tips on how to know when hard selling is appropriate.
Hard Sell vs Soft Sell
From Investing Answers:
hard sell – A hard sell is an aggressive sales tactic used to persuade customers to make an immediate purchase. It is the opposite of a soft sell.
An example of a hard sell is telling a potential buyer that unless they pull the trigger on purchasing a house, the house could be off the market within hours.
soft sell – Soft sell refers to an advertising and sales approach that features subtle language and a non-aggressive technique. A soft sell is designed to avoid angering potential customers and pushing them away. Because soft selling is a low-pressure, persuasive and subtle sales technique, it may not result in a sale the first time a product is presented.
Real estate agents soft sell in the first meeting. It’s often a soft sell when real estate agents have an open house or show a specific house to a potential client for the first time. Soft selling is always the best way to start a new real estate agent and buyer/seller relationship.
When Should Real Estate Agents Use a Hard Sell
The following are situations where real estate agents should consider hard selling. You’ve probably run into these situations before. Did you hard sell? Did it work? If you didn’t, consider hard selling the next time.
You’re telling the truth, that the home will be off the market in a matter of hours
If you’re telling the truth, if you’ve got a good idea that the house you’ve shown a client will be gone in the matter of hours, hard sell the house. Make sure the client wants the house, of course. If the client does want the house, there’s no reason not to hard sell.
If the client won’t purchase or sell out of fear
Fear can do crazy things to a client’s mind. Fear could cause a client to balk on what might possibly be the best deal of the client’s life. Part of being a great real estate agent is knowing when to hard sell the client so that they don’t miss out on a great deal.
If the client is stringing you along
Not all clients are starry-eyed individuals looking to purchase their first home. It sounds harsh, but some clients simply don’t care to ever purchase a house from you. Who knows why these potential clients continue to have you show them houses.
If you believe your client might be one of these individuals, try a hard sell. One of two things will happen. Either they will prove you wrong and make a purchase, or you won’t have to deal with them again.
What’s listed above are the main reasons to provide a hard sell. Do some of your own research and see if you can come up with other reasons to hard sell clients. Always remember that soft selling usually works best, but that at times a hard sell is necessary.