Understand What's of Value to Your Client

Even though it was a Saturday, it was a workday for me. Shower, shave, suit and back to the hustle as I knew it. I stopped as I slipped one arm in my suit jacket sleeve. I thought I should be more comfortable today. I hesitated for a millisecond, then threw my suit to the side and donned a polo and jeans. This was not the dress-for-success I was taught, but I felt like being a renegade that day.

The office was quiet, like every weekend morning, so I cranked up my music. For the first time, I listened to the words of the songs instead of just rocking to the beat. I prepared for the open house of the day and the appointments I had that afternoon. I kinda like this listening thing, I thought. I feel more engaged with everything around me. It may sound weird, but I felt like it fit, and I had a place in the rhythm of life.

My open houses consisted of things most agents won't bother doing. My invitations had gone out to my sphere and fellow agents the day before, and posts were placed on social media and on top realtor sites. I placed over 20 signs leading traffic to my open house and two 12-foot open house flags in the front yard. Drinks, hors d'oeuvres, sign-in sheet, and literature all in place - Check. Then I walk through the home. Lights on. Check. Doors open. Check. Music adjusted. Check. Blind open to reveal the ocean view. Check. It was a three million dollar plus property; it had better look like it.

I sat down to wait, and just as I started to check my social media ad engagement, I heard a car pull in the driveway. Before I knew it, I was bouncing back and forth between answering questions, pointing out features, and handing out drinks.

I worked hard to stick to listening instead of selling, and I heard things that day I’d never heard before -- the uneasiness in a question, the pause when someone is pondering, the way they looked at certain parts of the home, the excitement of discovering a new feature, and the facial expressions and body language that accompanied every minute of interaction.

Sure, I had learned this stuff, but I was actually using it and noticing the difference.

I thought back to what my new mentor, Ed had said,

“You see what you focus on, Joe. The most profound things in life are right in front of you.”

There’s no question that open houses are overwhelming. You need to make sure everyone who steps through that door fills out the sign-in sheet; you’ve got to cater to everyone’s needs; answer all the questions; and try to figure out who wants what. And, you’ve got to smile and be pleasant through it all. Exhausting.

But this one ran smoothly and seamlessly. All the guests were in such good spirits.

As the crowd died down, a couple that been there from the beginning caught my eye. Their body movements told me they were having one of those "silent" couples’ argument. I heard just enough to feel awkward, something about lack of wall space. I approached.

“How are you doing?” I asked.

"Why is there so little wall space? The woman asked.

That was a question that was new to me.

Before I could answer, her husband said," Hello, we're at the ocean. This home is built to view the ocean.”

She sighed and looked to me as if to say, tell him he’s wrong.

"How much wall space are you looking for?” I asked.

She pointed at all of the walls and said, “All these.”

I could see her frustration and knew she could no longer see the forest for the trees. “I'm guessing you have quite the art collection,” I said. Her husband rolled his eyes.

“Yes, I’ve been collecting art for decades.”

I heard Ed’s voice in my head remind me that, “Joe, when you listen to someone and seek to understand, you ask questions that help them understand their thoughts as well. This is where they invite you in to discover their wants, desires, fears, and needs. This alone will bring clarity to what the next step is. And by you simply listening you become part of their story, someone they like, know, and trust.”

I invited them to sit down, and she told me stories of how she had so lovingly collected art from around the world. I saw the spark in her and heard the excitement in her voice as she explained how each piece was irreplaceable. “We’re now downsizing from a 12,000 sq. ft home, and I dread to think of it being hidden away in storage.” These pieces need to be on shown and taken care of in respect to the artists.”

I could hardly get a word in as she continued for almost thirty minutes. Then finally a pause. I was starting to understand. “It sounds like they are very important to you,” I said.

“It’s been my life,” she said, “and I want others to enjoy it as well.” She shot a look at her husband who was now looking out the ocean.

“It sounds like you need a place where your art collection would be protected and showcased.”

“That’s what I'm trying to tell him,” she said, pointing at her husband.

“Yet, it sounds like you want a smaller place with less maintenance."

“Yes. We do want to have less to worry about, but I'm afraid if we do, my art will end up in storage.” Her face dropped as she finished her sentence.

I invited her to walk around the home together and make a list of art locations.

“Have you ever showcased your art in galleries?” I asked.

She was following behind me and I heard her footsteps stop. I turned around to see her frozen with her hand on her throat. Did I just commit blasphemy against her art?

Her eyes grew wide and she gasped," I had promised to donate some of my paintings, but just never got around to it.” She thanked me as though I had just achieved world peace.

We made our way back downstairs, and she named off galleries she was going to call. Her husband was shocked to see her so excited and delighted to hear she would donate most of her collection.

What was surprising to me was that I hadn’t done anything besides just listen. But had I not listened, I probably would’ve assumed she just wanted to show off her art and finding enough wall space in that house wasn’t an option.

" Had I not tried to understand the problem, I never would’ve realized her real desire."

She wanted to respect her artists and to share what she loved.

Ed was in my head again. "You see what you focus on; the most profound things in life are right in front of you.” And now the last part, “If you listen for them.”

As I walk them to the door, her husband stopped at the sign-in sheet and wrote down both of their numbers and emails. I reached out for a farewell handshake to his wife, and she came in for a hug and tears flowed as she thanked me. Her husband thanked me over and over and apologized about the smear of mascara on my white shirt.

As I closed the door, I looked at the sign-up sheet and saw that it was full of names, numbers and thank yous from many of my guests. Later, I showed my sellers. They loved it and the stories of the buyers who loved their home.

I left that open house and headed to my next Listening Appointment. I couldn’t help but think about all that had happened. I had unlocked a new area of my brain that I had never used before, an area of endless energy. I felt like I could go all day like this; things flowed naturally because I sought to understand.