DISC and Behavioral Selling: A Perfect Match for Real Estate

In the real estate industry, DISC is a powerful sales tool. DISC allows real estate agents and brokers to be strategic in their interactions with clients. How do agents know when to push for a sale, and when to back away? How are clients motivated? How can agents build trust and close the deal? A good understanding of DISC theory and human behavior can help real estate agents answer all these questions and more.

Using simple body language analysis techniques, as outlined our blog How to Identify DISC Personality Types, makes it possible to identify the dominant personality and behavioral traits of a client just moments into the first meeting. Once an agent has identified a client’s DISC personality type, the agent can adapt his or her natural selling style in the following ways:

D-Style Clients:

When working with a "D," remember that results are what matter most to this client. The high "D" prefers to act quickly and decisively, and will want an agent who is able to move forward with requests as quickly as possible. The high "D" will be demanding, and will expect a real estate agent to be available to them immediately. Don’t keep a "D" waiting and don’t ramble, as this style doesn’t like to waste time. In dealings with a "D," agents should be confident, optimistic, and quick to act.

I-Style Clients:

The high "I" client will work with an agent he or she instinctively likes, and will want to build a friendly relationship. Agents working with high "I" clients should present themselves as friendly, outgoing, and creative. When dealing with an "I," agents should try to make meetings pleasant and conversational, and should be careful not to present too many overwhelming details.

S-Style Clients:

Don’t push the "S" style client, as they are resistant to change and real estate transactions can be a big stressor for them. The high "S" will look for an agent who is loyal, trustworthy, and agreeable. An "S" will appreciate an agent who is able to clearly define each individual’s goals, responsibilities, and roles throughout the process. When working with an "S," agents should be careful not to be too pushy, confrontational, or aggressive.

C-Style Clients:

The "C" style client appreciates a real estate agent who is organized, prepared, and detail-oriented. They don’t care for small talk or idle chit-chat, and a "C" won’t be charmed into action. A "C" will be motivated to act when the agent provides enough data for a well-informed choice. The "C" will tend to ask a lot of questions throughout the transaction, so an agent who works with a "C" should be well-prepared, well-informed, and willing to give thorough explanations.

Understanding a client’s personality allows real estate agents to create productive and beneficial relationships. But this is just the tip of the iceberg.  Using DISC in a real estate setting will allow an agent to:

• Understand their own natural selling style
• Create open lines of communication with clients
• Motivate and influence others
• Discover how a customer thinks
• Establish rapport
• Build trust
• Motivate
• Close the deal

To learn all this and more, get DISC certified to add behavioral knowledge of different personality styles to your sales toolbox. It could make the difference between closing the deal, and closing the door.