Some of the most successful sales professionals share a common trait: they make customers feel truly seen and heard. This ability to connect stems from building strong rapport, a fundamental element of earning a customer’s trust. But what exactly is rapport, and how can sales professionals use it to guide potential buyers through the home-buying process?
Understanding Rapport
Rapport is more than just casual conversation or finding common ground. It is about delivering the right message to the right person at the right time. While it’s easy to bond over shared interests like owning a dog, simply having something in common doesn’t guarantee a sale. What truly matters is establishing trust—showing the customer that you are the right person to help them navigate one of the most significant financial decisions of their lives.
What the Data Says
At New Home Sales Connection, we analyze data to understand sales trends and behaviors. Our findings from January and February this year show that 73% of sales professionals are actively engaging customers by asking questions that build connections between them and the shopper. This is a strong indication that many professionals understand the importance of rapport, but let’s dig deeper. What are the questions sales professionals should be asking?
Building Trust Through the Right Questions
The best way to build rapport is through thoughtful, intentional questions. Instead of focusing on surface-level similarities, sales professionals should aim to understand the customer’s motivations, needs, and concerns. Here are some effective rapport-building questions:
- “What’s prompting your move?”
- “What does your ideal home look like?”
- “How would you use this space?”
- “What’s most important to you in a community?”
- “What challenges have you faced in your home search so far?”
- “How does this kitchen compare to your current kitchen?”
What do you notice about these questions? They are not closed-ended questions, they are calibrated questions. Calibrated questions are “what” and “how” questions that encourage the customer to think critically, offer detailed responses, and envision themselves living in the home. By asking these types of questions, you demonstrate genuine interest in the customer’s situation and position yourself as a knowledgeable and trustworthy guide.
Topics to Avoid
While engaging in conversation is crucial, certain topics should be avoided to maintain a comfortable and professional atmosphere. Discussions around politics and religion can be divisive and may create discomfort, even if unintended. Avoiding these topics won’t hinder the sales process, but bringing them up could risk losing a sale if the customer feels uneasy or disagrees with your view point.
Sales professionals should also refrain from asking questions that encourage customers to maintain their current situation. Instead, questioning should be leveraged as a powerful tool for facilitating the sale. It is essential that these inquiries emphasize the benefits of making a positive change rather than remaining in their current position.
Final Thoughts
Building rapport isn’t about making a sale—it’s about fostering trust. When customers feel they can rely on you to guide them through the home-buying journey, they are far more likely to choose you as their trusted advisor. By asking the right questions, staying engaged, and steering clear of sensitive topics, sales professionals can create meaningful connections that lead to successful and lasting relationships.
At New Home Sales Connection, we continue to track these interactions, providing valuable insights into what makes a successful sales experience. Keep focusing on rapport, and watch as your connections—and your sales—grow stronger. Have more questions? Reach out to Lauren@cannonballmoments.com.
