The Parable of 2 Sisters
1:27 Minute Read.
Here’s a valuable lesson about selling real estate. It has guided me throughout my career. This advice is 100% correct and always helpful. If you apply it correctly, you can know exactly when to close a sale, how to close that sale and when to walk away. It’s a simple short story that goes like this:
There are two sisters that accompany you on every home showing. Their names are Emotion and Reason.
“Rule #1:
All purchases are emotionally based.”
Your client continually asks Emotion & Reason what they think of the house. Emotion always goes with her gut feelings. Reason, on the other hand, always looks at the facts and categorizes them as either good or bad.
The two sisters talk about the merits and shortcomings of the house. Emotion is the stronger sister. Emotion will always consult with Reason before making a choice, but Emotion ALWAYS makes the decision.
Before leaving the house I’ll ask, “So, on a scale of 1 to 10, what do you think of the house?”
Listen to which sister speaks first.
If Emotion is interested, she’ll tell you everything you need to know to start closing the deal. Listen to her words. Repeat them back to her. In sales parlance, this is known as pressing the HOT BUTTON.
If Emotion is not interested, she’ll let Reason do all the talking. When Reason speaks, politely shut off the lights, lock the door and head to the next house. It’s not going to happen here.
Here’s one interesting fact about these two sisters. When Emotion is particularly interested in a house, she will tell Reason to shut up and stop being negative. Reason, being the weaker sister will gladly oblige. Reason will tear up her list of negatives and only talk about the positive facts.
A smart agent listens well and knows which sister is speaking. And an agent with integrity knows when to wake up Reason and engage her in the conversation. Ultimately the decision belongs to Emotion, but if you think Reason has a valid argument, do your best to give her the floor.
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