One of the most important things we do in real estate is communicate. Learning to powerfully and skillfully communicate is priceless in this business.

I have studied, practiced, taught, and coached agents for the last 18 years on how to be top producing salesperson and more specifically how to communicate powerfully, with ease. I wanted to share some things I’ve learned along the way.

I’m simply going to give a list of some quick ideas and thoughts that I’ve learned along the way. I hope this will help you to become more powerful in your communications as well. Actually these ideas can work for both business and personal communications in most cases.

1. One of the most important things I’ve learned is you must always align with and agree with your client before answering their questions or objections. Get on THEIR side and let them know you understand how they feel, that’s a great question, I would feel the same way, etc. And then from there you can answer their question and begin to lead them to the desired outcome.

2. Try to talk and sound like your client. If they talk slow, you talk slow. If they talk fast, you talk fast. If they are talking quite you talk quiet, if they talk loud, you talk loud. It’s been proven that people like to be around people who are “like” them. If we behave and talk like them, it creates instant rapport and a level of familiarity to the client. The more comfortable the client is, the better chance you have of doing business together.

3. The more questions you ask of the client, the more control you have of the conversation and situation. Be interested in them and what they’re up to by asking tons of questions. Having more information about what their needs are allows you to know exactly what you need to do to properly help and service them.

4. Honestly, people don’t really care about how great we are, who our family is, or what our interests are. They really only care about how we can help them get what they want. Staying focused on what you can do for them, and away from how great you are, will allow you to do more deals with less time. I mean guys, why waste time talking about ourselves? The more people talk about themselves the happier they are so lets let our clients TALK!

5. Be prepared with scripts and objection handlers for every situation. I mean there are only so many questions and objections that come up in this business. Take on writing down the most challenging objections that you face and write down a few different answers then study and practice them so you have an automatic, scripted response when asked the most common questions. I

6. Be right or be happy. One of my favorite coaches taught me that. You know I’ve found it’s easy to get a big ego in this business of real estate and to become a know it all. However, It’s extremely dangerous to behave that way when it comes to clients, other agents, and actually friends, family and loved ones as well. “People don’t care how much you know, until they know how much you care”, a great quote from one of my other favorite mentors, Zig Zigglar. Develop true compassion, concern, and care for your clients and experience more business without even having to work harder. Come from a place of true contribution for your clients, and watch magic occur in your business!

7. Talk less. Answer the questions, say what you need to say, and simply be quiet. Sometimes we talk ourselves right out of the business without even realizing it. Simply being quite and allowing the client a chance to think and respond can make a world of difference in many cases. It’s easy to explain or justify yourself right out of a deal.

8. Practice your business. You do the same thing everyday. You work with sellers, you work with buyers. You work with other agents. While each transaction is slightly different, the overall business doesn’t change. Just like professional athletes practice the same jump shot, tackle, golf swing, or dribble over and over and over again, we need to practice our scripts and presentations over and over and over again to become a true professional salesperson.

9. Be unattached. When you are attached to each deal and every paycheck, it comes across to the client as desperation. No one likes desperation. Even if you are attached, fake it till you make it. Confident and relaxed is the best way to be in any sales situation.

10. Use downswings. When you use upswings in communicating, you leave doubt and question in the mind of your client. An authoritative down swing compels your client to listen to what you’re saying, and in most cases, trust you. A downswing is what we as parents naturally do when speaking to our children. Clean your ROOM. We go downward in our tone with the word room instead of upward, and the child knows we mean business. If the idea of a downswing doesn’t make sense, please message me and I’ll be happy to further explain it to you.

“Christy Crouch is the co-founder of You’re The Difference Sales & Life Coaching, co-author of the highly acclaimed real estate objection handler book, Now What Do I Say? a collection of more than 400 answers to over 70 of the most common questions and objections faced in the real estate industry. She is still an active agent in Virginia, has participated in closing thousands of transactions in her career, was inducted in the RE/MAX Hall of Fame for her production. Christy is in the top 2.3% of her marketplace. Her goal is to share what she’s learned with other agents to support them in having a highly successful real estate sales business while having a happy and balanced life. To learn more about her coaching and products please email her at or visit her website at”