4 Ways to Help Clients Navigate Their Home-Buying Emotions

Being a great agent means more, of course, than showing homes and negotiating deals. As your clients’ trusted ally in the buying or selling process, you build a close relationship with them. You navigate wins and losses together, and guide them through one of the biggest financial decisions of their lives.

Clients look to you for emotional support through all of that. Leave them hanging, and not only might they miss out on the home of their dreams, but they also may never become the kind of satisfied, repeat clients who’ll drive your business long into the future.

'A very large part of our business is repeat and referral clients,' says Laurie Finkelstein Reader, CEO of Laurie Finkelstein Reader Real Estate in Fort Lauderdale, Fla. 'When you go the extra mile and give the consumer an outstanding experience, they will be your client for life, and they will refer you all the time.'

How to help buyers manage their homebuying emotions

Supporting buyers emotionally is about empathy, compassion, enthusiasm, good people skills and superior customer service. There are also specific, actionable strategies you can use.

1. Be open, honest and transparent

Buyers don't like being kept in the dark about their opportunities and experiences. They’ll want to know about the littlest details, from their first house-hunting trip to the day they receive the keys to their new home. Without frequent status updates, they may become anxious or upset, even if the transaction goes smoothly.

'It's our job as the real estate professional to control the environment as much as possible,' Reader says. 'Keeping buyers informed and infusing a lot of transparency into the process is what the consumer needs and deserves, and then under any circumstances, you should be able to have a smooth transaction.'

Remember, you likely know much more about real estate than your buyers do. First-timers, in particular, will find the experience unfamiliar. They're counting on you to be patient, communicate clearly, and explain what's happening and what they need to do next.

2. Share market data

Changing market conditions can prove challenging for buyers, especially when they believe they already know what to expect.

'Experienced buyers may have preconceived expectations on how things should go according to their last purchase,” Reader explains. “Assuming the market is behaving differently , they may be taken back by the process.' 

Sharing data about new listings, recently closed sales and market trends can help buyers understand why the market is favorable for them and why now is a good time to purchase a home. The more they know, the better prepared they'll be to make an offer when they find a home they like.

Tulane Joseph, a realtor with Dannecker and Associates at Compass in San Diego, doesn't hesitate to offer buyers a positive take on market conditions, like a rise in mortgage rates, that may seem worrisome.

'I put the elephant in the room,' Joseph says. 'I say, 'The prime rate just went up. You know what that means for you? Fewer buyers, less competition and more negotiations. And, by the way, interest rates, comparatively speaking, historically speaking, are still on the low side.''

3. Ask them to review their wish lists

Wish lists help buyers identify their needs and wants and set priorities for their home with their spouse or other homebuying partner. Bringing the 'must-have' portion of their list to open houses and home tours can help them focus on their top priorities.

A wish list review session can provide a good reality check and an opportunity for buyers to talk about their feelings. If their vision has changed or their priorities have shifted, this review can help you uncover their true needs and discover what may be blocking them from moving forward.

Wish lists can also be useful as reminders later in the transaction when buyers may feel overwhelmed, or decision fatigue may have set in.

4. Remind them why they're buying a home.

Purchasing a home can of course be thrilling, but not all buyers are joyful and eager first-timers. Some may be downsizing, recovering from a divorce or job loss, or moving in with family due to changes in their financial situation.

Real estate professionals need to acknowledge these challenges, overcome their objections and find solutions to help clients move forward in a positive way, regardless of the circumstances.

As a transaction unfolds, buyers sometimes lose sight of the big picture. Painting vivid mental images of their life in their new home can remind them why they're buying and what their dreams for their life in their home are. Helping them see themselves in their new home can help them feel confident about their decision to buy it.

'We don't need to be right,' Reader says. 'We need to lead with heart and empathy. is the consumer's experience, not ours.'