Questioning Skills Copy

The art of questioning will determine whether communication has been effective with the client or not. It is a skill that requires practice and refinement.

The more information that can be obtained from a client or customer, the more likely it is that their requirements are to be satisfied.

When communicating with clients, we use questions for the following reasons:

• To obtain accurate and honest information
• To try and find out the client’s real needs
• To check agent’s assumptions about the client’s needs
• To check the client is satisfied with service
• When unsure of how to advise the client or how to serve the client’s needs

 

To be most effective in communicating with real estate clients it is important to provide the clients with the opportunity to explain in as much detail as is possible, what it is they are seeking and the reasons behind their motivation.

This provides the opportunity to listen carefully and understand what it is that the client is actually seeking to achieve. This will enable the real estate agent to be better able to meet that client’s needs.

This will be important if the customer service focus of the operation is to be successfully achieved.

Different types of questions are used to gather particular information or to ensure that agent has understood the client’s response. Such questions are referred to as “qualifying” questions.

 

Types of Questions

There are a wide variety of questions that can be employed in any communication.

Questions fall into various categories and the category selected for use will be dependent on the type of answer the “asker” is looking for.

Should questions be:

• Long or short?
• Direct or indirect?
• Ask for lots of information? or
• A little bit of information?

 

A question should always have a purpose. Determining the answer that is required prior to asking the question assists in selecting the correct type of question.

 

Open Questions

These are designed to collect information when opening a communication and provide an opportunity for the person being asked the question to provide a more detailed response, and allow a conversation to flow.

Typically, these questions begin with:

Who? What? Why? When? Where? How?,

and therefore cannot be answered by a ‘yes’ or a ‘no’

e.g. “How will you be financing your purchase?”

“What would you do in this situation?”

 

Closed Questions

These are designed for a short, sharp response without the need for much detail. They focus the discussion on a particular issue and help establish facts and information.

Typically they elicit a ‘Yes’ or ‘No’ answer.

e.g. “Are you ready now?” “Will you buy today?” “Is 10 o’clock OK?”

 

Probing Questions

These are designed to get more details on a subject already raised in a conversation

e.g. “Apparently you have some reason for feeling that way, may I ask what it is?”

 

Hypothetical Questions

These are designed to provide options and understand what a person is really thinking in relation to something. They may suggest an answer and allow one to explore ideas and options with the client. These questions can introduce creative ideas for the client to think about.  Hypothetical questions can also be used either open or closed and as “What if’s?”

e.g.
“If this was in your price range what would your decision be?”
“Why not …”       “If I were to…, would you consider

The hypothetical question is useful for a client who sees the risk of a situation before the benefits.

 

Reflective Questions

These are designed to show empathy with the client’s situation and demonstrate an appreciation of the client’s response

e.g. “As I understand it, you are saying that you need a double garage. Is that correct?”

 

Directional Questions

These are designed to move from one topic to another – or to direct an answer towards a positive

e.g. “You would agree that it is time to reduce your rent, wouldn’t you?”

 

Consensual Questions

This is designed to get the client’s permission (agreement) to do something

e.g. “Can I pick up your deposit this morning?”

 

The right way to ask questions

It is important to ensure questions are perceived as requests rather than demands for information. This is particularly important when there is a long series of questions. In the early stages of the sales process, agents ask many questions and two simple techniques help to ensure that all questions are well received.

 

Leading Questions

The use of leading words or phrases that preface questions, these words or phrases create an easy and conversational tone.

For example:

“Incidentally… ‘

“Can you tell me…?’

“May I ask…?’

“By the way… ‘

“Would you mind telling me…?”

 

Explain Why and Ask Permission

Asking permission to ask specific questions is appropriate with new clients and when the question appears invasive. It is a courtesy that many people appreciate.

An example is:

“With your permission, I would like to ask you some questions”

 ‘The more I know about your situation the more I’ll be able to help you.”

 

Paraphrasing

In order to ensure information is correct paraphrasing may be required. This technique is used by the listener to make sure that the listener understood what the speaker said, and confirm the meaning of the speaker. Paraphrasing means the listener uses their own words to relay the speaker’s feelings.

It is recommended that the agent paraphrase so that the client will know that the agent has listened and followed what he/she has said and how they feel.  If agents don’t paraphrase then they can’t check their interpretation of what the client said and what the client felt.

The following is a paraphrasing example:

Client: “I’m keen to sell but only at a good price.  If I take less than your estimate, we won’t be able to move interstate to a comparable property, I really need to maximise the amount I get for this property because it is both an investment as well as relocation for us”.

Real Estate agent’s paraphrase: “You’re worried you won’t get an adequate price because you need enough money to relocate and provide for the future.”

 

In this example, the real estate representative demonstrates to the client that they have understood the main information message from the client, i.e. to obtain a good price.  And furthermore, that, emotionally, the client is keen to sell and concerned about getting a certain price to fund their relocation and investment.

The paraphrase shows empathy for the client.  The client’s point of view has been listened to and acknowledged by the paraphrase.

 

Recording Information

Whilst agents record initial information it is proficient to record all subsequent business communications.

If an enquiry is from an existing client the agent should inform the client that appropriate file notes would be made.

New instructions or information should always be added to the file this provides evidence in the event of a dispute.

If the client has enquiries to make of the agency these communications must also be recorded in the database as well as any follow-up that is completed on behalf of a client or customer involved in the communication.

 

Barriers to Effective Communication

The barriers to effective communication are with the control of each agent and by rectifying the following aspects of communication, improvements are instantaneous, and barriers can be easily eliminated

• Inappropriate language
• Unclear messages
• Poor listening skills
• Poor advertising
• Poor presentation
• Inadequate feedback
• Subjectivity
• Lack of evidence
• Misunderstanding relating to cultural differences

 

Culture

The diversity of cultures buying, selling, investing and leasing properties in Australia supports the affection people have for real estate investment.

Cultural diversity presents challenges for real estate agents that are both complex and advantageous. However different cultural standards also need understanding and tolerance.

The keys to standardising cultural differences are:

• Focus on the task not subjective views
• Identify the financial needs of the client
• Identify the personal needs of the customer
• Obtain the objectives set by the agency
• Obey the prescribed Rules of Conduct
• Maintain high ethical standards
• Deliver appropriate standardised information
• Seek appropriate advice when concerned
• Never engage in unconscionable conduct
• If concerned about level of understanding explain that verification of understanding must be sought

 

Problems Communicating in Real Estate

Communication problems arise in real estate for a variety of reasons from mistaken directions between staff to misleading and deceptive practices.

Real estate agents also use a variety of mediums to communicate messages including faxes, emails, verbal and written correspondences all of which may present problems if not properly monitored.