8 Ways to Achieve and Offer Clarity in the Midst of Confusion

March 23, 2020

The key to establishing lifelong client relationships is trust, and the easiest way for an agent to gain their client’s trust is by being a source of clarity in the midst of confusion. This is especially true during a market shift. According to John Sprague, a thought leader in the St. Louis metro real estate market for over 18 years, “When you eliminate uncertainty, you eliminate insecurity.” In a livestream training with KW MAPS Coach Fritz Pollard, Sprague outlined some proven steps for creating a thriving real estate business through clarity.

Clarity for Agents

1. Keep an Eye Out for Shifts: Market shifts often occur with little warning. That’s why it’s important for agents to regularly monitor local and national news for anything that could potentially lead to a shift in the market. As Keller Williams chief economist Ruben Gonzalez reminds us, “It’s really difficult to predict the timing of market cycles because there are so many factors at play, and often the thing that causes a shift wasn’t even on the radar. However, there are some things you can watch to know when you are potentially getting close so that you can start shift-proofing your business while you still have the resources available.” Things like dips in the local economy, banks loosening their lending behaviors, or unexpected geopolitical events can all spur a market shift. Staying ahead of them will give you a competitive advantage. 

2. Know Your Stats: Nothing provides more clarity than concrete numbers. If you can rattle off useful stats to your clients, you can cut through any uncertainty they may be feeling. For example, Sprague has been quick to alleviate his clients’ fears of a total market slowdown by letting them know that over 14% of the single-family homes in St. Louis county have sold since the wake of the recent health event. Having a positive stat on hand can cut through the negative speculation your clients find on other media outlets, and thanks to the Neighborhood Snaps feature inside of Command, proving your local expertise has never been easier. 

3. Become Thoroughly Familiar With Your Tools: Tools were invented to boost human productivity and potential, and the more you master them, the greater those benefits will become. For Keller Williams agents, being familiar with tools like Command and the KW App can help you amplify your lead generation efforts, stockpile your pipeline, and cut back on unnecessary expenses like third-party CRM managers or designers. Best of all, there are plenty of free resources on KW Connect to get you started.

4. Protect Your Calendar: For agents, certainty begins with their daily schedule. By time blocking activities, agents never waste time trying to figure out what to do. Sprague’s day begins with a 5 a.m. workout session. From 6 to 7 a.m., he tends to his family. From 7 to 8, he checks emails and takes care of anything that may interfere with his workday. And from 8 a.m. until the end of the day, he is all-in on lead gen and other business activities guaranteed to strengthen his pipeline. Keeping a clear and consistent calendar helps Sprague stay focused in any kind of market.  

Related Read: Reclaim Your Time Through Time Blocking

5. Stay Confident: Sprague encourages all agents to “create an impenetrable positive armor.” That means avoiding overly negative news and social media posts, writing down what you’re grateful for at the beginning and end of each day, and remembering that market shifts are temporary and success is on the horizon.

Clarity for Clients

1. Rush to the Rescue: In the fog of uncertainty, clients are looking for someone to guide them to safety. If you want to be a beacon of knowledge and hope for your client, you have to pick up the phone and let them know you are willing to help them in any way you can. And not just in terms of real estate. Offer to run an errand for them. Provide some useful advice. Be a valuable resource to them in their times of need and you will earn their lifelong loyalty.

2. Be Honest: It’s OK for agents to admit they don’t have all the answers. What a client really wants to know is that their agent is committed to finding accurate answers as soon as possible. If your clients see you as a trusted source of information, they’ll continue to bring you questions. 

3. Present Opportunity: Whenever Sprague is on the phone with a concerned client, he gives them one reassuring reminder, “Right around the corner from uncertainty is a tremendous opportunity.” Once the client is in a more positive mindset, he asks them three questions: 

  • Do you want to be included in that opportunity when it shows up?
  • Are you in a position to take advantage of that opportunity when it shows up? 
  • Would you be offended if I called you when that opportunity shows up?

Almost always, the client is open to receiving more information, which provides Sprague another opportunity to delight them. 

Pivot: Shift Ahead

To access livestreams, on-demand video, and other helpful resources that will help you navigate the changing business landscape, visit (and bookmark) the Pivot: Shift Ahead homepage. 

Let’s Pivot

And, for the latest developments surrounding all of the Keller Williams initiatives and a concentrated collection of stories that will equip you to thrive in any market, subscribe to Outfront

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