In a world of online information, search engines, and AI, how much influence do you have in the homebuying process?

Quite a lot, actually. While homebuyers turn to the internet to find information, they are most influenced by housing industry professionals. In other words, they are counting on you and me significantly more than any other resource.

Source: Fannie Mae Mortgage Understanding Study: 2023 Refresh

So, what actions do you need to prioritize to provide this support and create lifelong customers?

Home transactions are complex and always changing. Your customers need help navigating these processes, and they need you to explain how broad concepts apply to their specific situations. In some cases, they’ll also need you to correct misinformation they got online or from a well-meaning friend or family member. Educate thoroughly and tactfully, and encourage questions.

However skilled you are, you can’t do everything! You need an outstanding team of professionals to provide specialized services like home financing, staging, repairs or improvement, legal assistance, and more. Having these trusted partners at the ready can help streamline the customer’s experience and make them feel more confident and excited about the big step they’re taking.

Get to know your customers’ needs and emotional drivers beyond what’s obvious or stated. By understanding what they truly value, you can anticipate questions and tailor your communication style to guide the desired behavior. For example, a buyer who is focused on getting a good deal may want to hear more about the market and the potential for home appreciation, while someone motivated by aesthetics and lifestyle may want to hear about architectural features and neighborhood amenities.

Related reading:

8 Ways to Elevate Your Customer Experience

6 Essential Questions to Identify Your Customers' Needs