This section is from the book "Practical Real Estate Methods For Broker, Operator & Owner", by Thirty Experts. Also available from Amazon: Practical Real Estate Methods for Broker, Operator, Owner.
Decision and direction of perseverance are as important in showing a list of properties as they are in locating a purchaser. Therefore, it is advisable not to show a purchaser too many different properties all at once. This is particularly true in dealing with dwelling houses. After a man has visited ten or fifteen houses in one morning, he gets confused and probably has a very vague idea about any except the two or possibly three that were last on the trip of inspection. It is good practice, therefore, to pick out two or three houses
- not more than a half-dozen------which seem to offer just about what will suit the customer. If he is a man whose general style indicates clearly that he wants a modern house with two or three baths, select a few houses of that type and show them to him. In each house it is well to try to identify that house for the customer and fix it definitely in his mind by dwelling on some desirable and distinguishing feature. The sort of people that own adjoining houses, an open fireplace, a cedar closet or some other seemingly minor accessory of a house which happened to strike the fancy of the purchaser has frequently clinched a sale.
Seeming objections to a piece of property, the broker should be ready to answer, but it is very bad policy to approach a house with the fear that such and such an objection will be an insurmountable obstacle. Let the customer raise the point. In one such case, the broker, after submitting various houses to a man and his wife, who were in a quandary as to final choice, showed a dwelling near a railroad. Suddenly the little son of the couple, who was at a window, called out: "Oh, see the 'choo cars' "The broker saw his com-mission vanish as the train came snorting up and the window was raised so that the child could get a better view. And yet the "choo cars" were the thing that clinched the sale, because the parents knew the child's passion for looking at trains, and their willingness to gratify it entirely outweighed any annoyance they might feel at the noise. The skilful broker, therefore, tries to size up accurately the customer's point of view. In many cases, he must overcome objections that are purely imaginative. But he can make a much better argument against an objection if he himself has not allowed himself to feel that this one flaw will break off the deal. It is just as well to possess optimism in such cases. But throughout the great thing is tact. Optimism must not be allowed to give an idea that the broker is overanxious to make a sale.
Wives frequently play a most important part in a real estate transaction, and it is well not to overlook them. Many times, after a seller and a buyer are practically agreed on a price, the purchaser will say, "I want to talk it over with my wife." Sometimes this is entirely sincere; in other cases it is simply a subterfuge of the purchaser to gain time to think things over by himself, as he fears the eloquence of the broker is over-balancing his judgment. But when the wife is mentioned, the wise broker offers to go at once with the purchaser to see her, or makes an appointment for the evening. He then endeavors to lead the wife to regard the property in the same light as her husband.