Sales is at the core of real estate, but the central product in this industry is especially significant because, for most consumers, a home is the biggest investment they’ll ever make.

With National Salesperson Day being the second Friday in December, this is a great opportunity to look at the role of sales. Here are the traits that make a real estate agent a great salesperson :

Good listening skills. Today’s consumers have myriad options for real estate. They can choose from hundreds of agents, or even go with less traditional routes such as iBuying and tech-centered real estate platforms. But what matters most to consumers is that they’re being heard. A good agent should recognize that good listening skills is what differentiates the highly successful salespeople from those who struggle to expand past a few scattered sales.

Listen to your clients’ needs. Take into account not only their budget, but their lifestyle and personality. When communicating, take a step back before reacting, ensuring you truly listen to what they are trying to tell you. Being too aggressive and pushing your own perspective on them could ruin the relationship. It’s not about being right or wrong—it’s about setting expectations, making sure you understand each other, and communicating clearly and effectively.

Strong negotiation abilities. There’s no sale if you can’t get to the closing table. During the initial offer period and the inspection, you’ll need to fight for your client’s best interest. Knowing when to push and when to give is essential. Sour negotiations can lead to stressful deals, and that’s not something you want your clients to experience because that’s all they’ll remember.

A focus on relationships. A salesperson that only thinks about sales isn’t actually the most successful. Agents should remember they’re working with human beings on one of the most important transactions of their lives. Keep the relationship at the center of everything. Make sure you’re providing an experience that is positive and as stress-free as possible. Do you know why? Because that’s how you get them to come back. That’s how you get referrals. And that’s how a salesperson keeps the profits going without having to rely on only brand-new leads.

Great interpersonal abilities. It’s not just about having good rapport with clients, however. Agents and other vendors—such as lenders, attorneys, inspectors, etc.—are also central players in your deals. A great salesperson knows how to earn the respect of these essential individuals. By ensuring that everyone is working together toward the same end goal, you can help provide that great experience that strengthens your consumer relationships.

Ironically, being a great salesperson isn’t really about sales. It’s about being human. It’s about relationships. In order to be a great salesperson, agents must remember that they should provide everyone involved with the same experience and standards that they would want for themselves.

National Salesperson Day : What Makes A Great Agent? by Liz Dominguez | RISMedia housecall