One of the most powerful techniques that estate agents should master is how to speak their vendor’s language using ‘toward vs away’ framing. Let me explain what this means.

‘Toward’ language, which looks to inform people about what they are set to gain, is traditionally used more in the world of sales.

‘Away’ language on the other hand is more informative, focusing on what they are likely to avoid.

While the majority of people respond better to away style messaging, most estate agents are more likely to use a toward approach during valuations.

Difficult

It can be difficult switching out your language when you feel you have mastered your pitch, however, there are things you can try in order to frame your language as away and reach beyond the minority of people who respond best to your current messaging style.

For instance, if you were to say to a vendor: “By listing with us, you’ll gain access to a premium marketing strategy that attracts serious buyers and helps you achieve the best possible price. Our clients typically sell for 5 to 10 per cent above average, that’s an extra £10 ,000 to £20,000 toward your next home.”

You could instead say: “Choosing the right agent matters. Poor marketing leads to properties going stale, price drops, and lost money. Our approach helps you avoid that, ensuring you don’t leave cash on the table.”

For those vendors, they see the benefits of your message by looking at the money and value they won’t lose out on, rather than what they could potentially gain.

Proposition

Of course, it’s important to remember that each vendor is different, and they will all respond differently to your proposition.

Test how they respond to your choice of language and mirror their sentiments when  they tell you why they are selling or where they are buying.

Embrace using both toward and away language in your appraisals, your nurturing emails, and your listing pitches. Once vendors feel ‘seen’ and ‘understood’ is when you convert.

Mark Hinkins is the commercial director at Rex Software.