In commercial real estate sales and leasing today, it is ever so common to hear an agent or a salesperson criticise the competition in the client’s presence.
There are ways of dealing with competitor agents, but criticism is not the right solution. Focus on your performance and improving your communications, not that of others.
Whilst you may not like some of the competition agents in your local area, the criticism in the client’s presence is ill-advised.
Having real estate competition around you is not bad, and your respect for your competitors will be professionally sensible. The client needs to see professionalism as part of your presentation, communications, and connection with them.
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Real Estate Competitor Comments
When an agent criticises another fellow competitor, the following situation typically evolves with the client:
- They can see that you are not as professional as you should be
- Gossip doesn’t win the client’s respect
- They see your negative attitude shine through and view it as a weakness
- They start to assess your actions and presentations more critically
The best and top agents in your area are not concerned with the competition; they focus on themselves. They are only concerned about the personal brand they present to the marketplace and the clients that they work with.
A professional attitude is part of that image strategy with all prospects and clients. When top agents are in the presence of clients, personal image and credibility matter.
If the client comments about any of your competitors, it is better to acknowledge and respect them. Sure, you must deal with the competition, but do it correctly.
Expect to be Tested in Brokerage
They will test you. If you criticise the opposition or competition, you are more likely to lose face and then the listing.
To build credibility in your sales presentation, referring to other agents locally can be very productive. Do so positively and then highlight your different approach to currently marketing and negotiating commercial property.
Show your client how your unique marketing efforts can be more successful in this prevailing economy. Relevance and knowledge in the marketplace are the keys to the process. Show your differences and highlight the advantages to the client.
Be Professional and Positive
The clients and customers we work with when selling and leasing commercial property want to appoint professionally positive and successful agents in their marketing.
Criticising other agents only produces a negative image in the client’s mind. The best agents don’t criticise the competition. They build their real estate brand. They don’t need to worry about other agents.
If you are as good as you claim to be, the other agents will be of no consequence to your services and client interaction. Build your sales presentation and listing pitch on consistent professionalism, and let the client see that.