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Why Making a Great First Impression on Your Commercial Real Estate Prospects is So Important

By Jim Gillespie | February 21, 2012

We’ve all heard how important it is to make a good first impression on the people we want to do business with, but have you really recognized how important this is within your own brokerage business? One of the best ways to recognize this within our own lives is to ask ourselves the following question:

When someone has made a less-than-ideal first impression on me, how often have they then turned it all around to the point where I now believe they’re making a good impression on me?

The answer to this question for many people is probably somewhere between "never" and "very rarely".

The first impression that a salesperson makes upon someone in the business world, has the prospect concluding who the salesperson is and whether or not they should be working with them. Once this first impression has been made, if it’s a bad one, it’s very difficult to overcome this impression within the person’s mind.

The clients and prospects you’re dealing with in commercial real estate brokerage are making some of the biggest, most important decisions of their lives. Because of this their radar is up, and they’re looking to determine if you’re someone who they can trust, who has the knowledge, expertise, and professionalism to guide them through their next transaction. So if you don’t make a good first impression on them, their immediate response will oftentimes be to begin looking for another broker.

The following questions can help you to create a solid first impression on your people:

1) When you meet your prospects for the first time, do you look and dress in a manner that conveys that you’re the top broker within your market?

Because if you don’t, and they meet with one or more other brokers who do, those other brokers will now have an advantage over you.

2) Do you drive a car that conveys the message that you’re the top broker within your market?

When people are making decisions worth either hundreds of thousands or millions of dollars, they often want to be working with someone they feel is very successful. The car that they see you driving in, and the car that you drive them around in, projects a certain image of you. Make sure that the car you’re driving projects the image of you being the best broker they feel they could ever work with within your market.

Yes, it would be nice if we lived in a world where the car that we drove didn’t make a difference in people’s minds. But that’s not the world that we live in. As an example of this, ask yourself the following question:

How would I feel if I were meeting with a financial planner for the first time–the person who I want to have guide me to my long-term financial success through their investment advice–and the person drove up to the meeting in a subcompact car?

First impressions are extremely important, so if you’re committed to maximizing the amount of income you want to make during your brokerage career, make sure that the first impression you leave on your prospects is a good one.

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If you’re interested in one-on-one coaching to take your commercial real estate brokerage business to the next level, click here to contact me.

"I was skeptical at first, but after working with Jim I’m now producing much better results in my real estate business. His coaching program definitely produces fast results."

Bob Hoyer
Delphi Business Properties

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