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Added: November 4, 2008
Article rating: 4 (of 5) - 2 votes

How to Build Trust and Keep it Intact

[ by Larry Easto ]
When you talk about how trustworthy you are, few people believe it. It's better showcase your trustworthiness by your actions and how you serve clients.

Competence, commonality and intent all help build trust.


This is what makes you good at what you and how you serve clients. Three factors contribute to your overall competence.

Personal Characteristics: This category includes the traits and qualities that allow other people to like and respect you. These are also the same characteristics that prospective clients seek when choosing a real estate agent.

Technical Know-how: Buying and selling real estate can be a very technical and complex process. Through training and experience, agents develop the technical know-how to guide clients through the process.

Market Knowledge: Knowing everything there is to know about your your market makes you an expert in that market. As an expert, you are also competent...and attractive choice for prospective clients.


Having things in common with other people helps build trust with them. For example, when you and your clients enjoy the same neighborhood or similar homes, you form a bond with each other.
As a result, are comfortable with you and prepared to trust you. This helps them select you and and refers others to you.


By putting clients' needs ahead of your own, you demonstrate your honest intention to look after your clients. And this client-focused intention helps clients trust you more

How Trust Is Undermined

Sales Puffery

How much do you believe sales claims that are inflated or misleading?
How do you think prospective clients will react to you if they see your sales promotions as exaggerated or untrue?

Obviously they will look for another agent.


Empathy and understanding help build a good profile and reputation in your market.
Indifference, on the other hand, reduces your credibility and makes you appear less trustworthy.

Behaving in such a way that clients leads clients to believe you don't care also reduces your trustworthiness. Remember the cliché: 'Most people don't care how much you know until they know how much you care'.

Inattentive Listening

listening is the weakest and perhaps least appreciated communication skill.
Too many people simply allow their minds to wander while another person is talking. Instead of trying to understand what is being said, they are thinking of other things--anything from their response to totally unrelated issues

Ignoring What Clients Need and Want

Baseball catchers' mitts serve as targets for the pitchers. Good pitchers seldom make a pitch without having a target at which to make their pitch.

Clients' needs serve the same purpose for sales people. Unfortunately, to many sales people ignore clients' needs when making their pitches.

How can anyone trust or have confidence in a sales person who is prepared to make a pitch without properly aiming at a set target?

In effect, pitching without a target-i.e. clients' needs--is saying 'Don't confuse me with the facts. I know what you need!'

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