By: Collin Ellingson
In the current real estate environment, it often seems that homebuyers are focused on one thing, and one thing only: PRICE. Your clients and customers are more data-focused and analytical than ever before after reading articles about the local market and national economy, poring over the infinite number of real estate websites, and listening to the industry experts on the myriad of television news programs available twenty-four hours a day.
This is why professional salespeople must master the facts: about their listing, its competition, and the local, regional, and national economic and political environment, as these all factor into the psychological propensity for a client to make a buying decision. However, all of the above routes of information gathering serve as a means to answer one central question: “When is it safe to jump in the water and buy a home?”
In general, people must still believe in the long-term economic viability and emotional value of homeownership. If they didn’t, then why would people even bother to look, and spend an entire Saturday or Sunday doing so?
Contrary to typical seasonality, real estate agents are still seeing robust weekly traffic numbers at many new home communities. Why? Because there are excellent reasons to purchase now: record low interest rates, excellent inventory, and amazing values to name a few. And, people still believe in homeownership!
At the heart of everything lies the inherent human desire to find a comfortable place of shelter, a safe haven from the world, and a place to share with friends and family. As Phoebe Chongchua points out in her article “Why Buy A Home”, homeownership provides long-term stability and security. It means never wondering when a landlord might decide to sell and force an unwanted move. It means customizing and decorating to reflect one’s personality. Ownership provides a feeling of community and belonging which can’t be matched by renting.
So, help your customers satisfy both sides of the homebuying equation, and become their trusted navigator. Show them a home which they want at a value which will rationalize the decision to say “yes”, and you will be creating satisfied homeowners.