How to Win Buyer Loyalty From the First Meeting

Words of Wickman by Mary Pallin

Helping Buyers find a home can be exciting. 

Walking a property and imagining their newly built home, leading them toward decisions that will affect their future, and/or discovering ways to help them navigate the ups and downs of the transaction is rewarding when they place their confidence in you.

So how can you inspire that confidence from the very beginning so you can become their trusted advisor?

Floyd Wickman invented a process that works. 

It gets the relationship off to a great start, and helps you eliminate working with people that aren’t a fit. 

He called it CITO, an abbreviation of “Come Into The Office.” 

Today, we understand that the location of this face-to-face meeting isn’t as important as the concept of sitting together with a common objective in mind.  It doesn’t start with walking through a potential property or answering their questions over the phone or via text.  It starts with a Sit Down.  It can be on Zoom, at a coffee shop or any place with a table. 

Here are the simple steps:

Schedule a time and date to meet.

At that meeting, begin by building rapport.  Get to know them as people, until you and they feel comfortable, and they understand that you’re going to explain the buying process step-by-step with no pressure.

In advance, print or create a slide that will keep you on track.  It should look something like this:

Take each step and explain what it means, and why it’s important to them.  Tell them the benefit, but also what they might lose if the step isn’t taken. 

For example, the first step is about Agency.  Point out that your state has rules about representation, and it begins with disclosure.  Let them know they can select the type of agency that is best for them.  If you prefer to represent Buyers, tell them why - and how it creates confidentiality.  Remind them that Sellers already have an agent looking out for the Sellers’ best interests. 

Step 2 is all about asking questions.  Begin with easy ones, like where and when they wish to buy.  Discuss what they want vs. what is non-negotiable.  When you talk money, do your best to get them pre-qualified so they don’t fall in love with a house they cannot afford to purchase.

In Step 3 you’ll go into more detail with First-Time Buyers, while savvy purchasers may only need a refresher on recent changes in the marketplace.

Step 4 allows you to strut your stuff.  Why, if everyone decides to move forward together, you are different from the “average agent.”

Finally, Step 5 is where you will finalize agency so that you can make a mutual decision.  They’ll decide if they want to work with you and trust you to help them, and you will decide if you think you can do that. 

So, no pressure.  You might say, “By the time we get to the 5^th step, we’ll both know if we want to work together, make sense?”

With their approval of this 5 Step Process, you will go back to Step 1 and actually do a more detailed explanation of agency.   Just as with all the other steps, first we “overview” what the 5 Steps are, then we go back and do them.  In this order.

One of two things will happen.  You’ll agree (and/or they will) not to work together, or – more likely, you’ll both be ready to begin a relationship that will be mutually satisfying.

Thanks, Floyd!

Here's a visual from the Digital Floyd Wickman Course

And thanks, Mary, for this timely piece on Buyer Loyalty. Mary writes a segment in our email newsletter called "Words of Wickman". If you found value in this post, be sure to subscribe to our twice monthly email so you can receive insightful posts like this straight to your email each month.