Rachel Height shares strategies for combating client misinformation while maintaining close connections and positive communication.
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The buzzword for the final quarter of 2024 is misinformation. This is thanks to intense election cycles and a polarized cultural landscape with a constant supply of media and content in a 24/7 news cycle. The evolution of this potentially false information, unofficially coined “fake news,” is accompanied by compelling graphics, data, sales pitches, and is often accompanied by charismatic, passionate influencers and , spread by seemingly reputable media.
The real estate industry is not immune to this, with NAR and real estate practices being sliced and diced in Central American courts over the past two years, while consumers (clients) have an ever more confused view of real estate. have been given. I have accessed it before.
Let’s discuss one red flag to be aware of about misinformation and how you can guide your customers back to your trusted information resource.
A customer called me looking upset and worried.
This week I was working with some clients to show them homes that will be on the market by the end of the year. Their criteria was recorded in my CRM along with all the features and square footage the customer was looking for.
One of my clients called me back and she was visibly cold on the phone and negative about the potential home. I explained that it met her standards and asked about her concerns. She went on to give a lengthy explanation of the costs to her and how she felt they were unfair and did not justify taking action at this time.
This customer, who is usually very pleasant, seems to be feeling a little unwell. So instead of being offended, I started asking more questions.
“Could you please tell me a little more about how you came to this conclusion?” Simply put, the information she received from a third party was inaccurate, and her overall opinion of the transaction deteriorated. .
In other words, she had already come to the conclusion that she was a victim of misinformation from a trusted source, acting in her own best interests and wanting to be in control.
After letting her vent, I calmly explained to her that the information was incorrect and that I would be happy to provide the correct information. As her counselor, I want her to always come to me with any concerns because things change all the time and even well-meaning friends and family may not understand everything. Said.
Still she wasn’t satisfied. She said she didn’t want a lecture and that she could decide for herself. Many buyers and sellers want to draw their own conclusions and expect you to respect them and listen to their opinions.
one red flag
The easiest way to tell if I or someone I care about is a victim of misinformation is by having an immediate emotional reaction. Usually it asks the mind to choose between the right side and the wrong side. Misinformation is presented to scare or shock you into choosing the “right” side. Choosing a side takes into account a person’s core values.
After all, everyone wants to believe that they are smart, have the right information, and are making the best choices for their families. It’s not your job to tell them they’re wrong, but it is your job to respectfully help them find the right information before making a final decision.
How can we compromise?
In some cases, we may not be able to accommodate your request. In other areas, a methodical and calm approach will be needed to help them understand the misinformation while preserving their dignity. The last thing you want as a trusted advisor is to make your customers or clients feel like fools.
In these situations, I provide them with the correct documentation for their free consideration, and I also provide accurate information on the actual costs so that they have all the information they need to make a decision. I also suggested that we meet in person to calculate this. Well researched and on their terms.
In other words, the last thing I want my clients to do is make decisions when they don’t have all the data. I ask them if I can send them more information and let them know I respect whatever choice they make. After all, it’s their home, not mine.
The upcoming holiday season will be filled with hilarious, out-of-control spending, and of course, our favorite loved ones and relatives will eagerly share misinformation while passing out candied yams.
The important thing to know about misinformation is that you need to pick your battles, not just minimize the impact of the potential harm that misinformation can cause. Tread lightly, respect that people don’t have all the information, take a deep breath, and realize that changing hearts and minds is nearly impossible, but not impossible.
As you revise your FAQs for 2025, remember to consider misinformation and cherish each “lesson” it may teach you. That’s what builds a legacy career.
Rachel Hite is an experienced housing counselor and thought leader in the real estate industry, known for her extensive expertise across business news journalism, retirement housing, and affordable housing initiatives. . Connect with Rachel on Instagram and Linkedin.
