Patricia Silva interview Bargueño Ignacio Castillo, president of the Association of Experts in Training Real Estate (AEFI). seen "KEY! Real Estate" (Ecuador)
Can a seller is born or made?
I think it does. People born most talented, but it takes preparation, training, coaching, leadership and a good project to achieve results. People with less talent or charisma but with good preparation and work gets results. I've been lucky, but I always caught the luck working.
In a recipe for "make" a real estate broker, what ingredients might be missing?
preparation, training and coaching. The profile must be of an optimistic, realistic, positive. Must be a team player, put in many hours, stand adversity, be good planning, honest, having ethics to their clients, that it lacks enough.
What kind of training?
Mainly in the area of \u200b\u200breal estate marketing because the customer expects a good marketing plan to sell your home. Besides, being an expert on legal, fiscal and tax knowledge or valuing a home. To the extent that more training will be of greater benefit to their customers.
What you print a stamp of professionalism to the real estate broker?
Your work is appreciated by the knowledge and training you have. Success in sales is 80%, perseverance, attitude and faith in the business. With a positive attitude, if you fall, get up. We do not sell bricks, work with people. Know depth is what gives a totally different value to management.
The key to creating a plan highly effective real estate marketing? Think
housing characteristics that will sell and talk to the owner who best knows your home environment. Search, define the target customer and make a series of trade actions completed in the desired closing sales. The most important commercial activities is to measure the results. If a household does not receive calls, something is happening.
I think it does. People born most talented, but it takes preparation, training, coaching, leadership and a good project to achieve results. People with less talent or charisma but with good preparation and work gets results. I've been lucky, but I always caught the luck working.
In a recipe for "make" a real estate broker, what ingredients might be missing?
preparation, training and coaching. The profile must be of an optimistic, realistic, positive. Must be a team player, put in many hours, stand adversity, be good planning, honest, having ethics to their clients, that it lacks enough.
What kind of training?
Mainly in the area of \u200b\u200breal estate marketing because the customer expects a good marketing plan to sell your home. Besides, being an expert on legal, fiscal and tax knowledge or valuing a home. To the extent that more training will be of greater benefit to their customers.
What you print a stamp of professionalism to the real estate broker?
Your work is appreciated by the knowledge and training you have. Success in sales is 80%, perseverance, attitude and faith in the business. With a positive attitude, if you fall, get up. We do not sell bricks, work with people. Know depth is what gives a totally different value to management.
The key to creating a plan highly effective real estate marketing? Think
housing characteristics that will sell and talk to the owner who best knows your home environment. Search, define the target customer and make a series of trade actions completed in the desired closing sales. The most important commercial activities is to measure the results. If a household does not receive calls, something is happening.
What type of commercial activities?
Think of where your buyer, what you read, where to eat, where to go Internet. There will be housing. In some cases the road will be the press in other journals, and other internet.
Technology, Internet, are an indispensable tool? Fundamental
. It is not about whether you like it or not the internet. Customers are online and using social networking is that many people. If now the Internet were a country, the number of sailors who have would be the 4th in the world! If you wish to sell, you have to be there.
how to grasp and achieve the best properties are sold?
spoken in Spain that we should mention the 3 "S": location, location, location. In Ecuador, the 3 "U": location, location, location. That gives you the basic idea. Is not the same a house anywhere, at a house in Central Square.
Besides the location?
For a home sells 3 factors: price, condition of the property and marketing plan. The marketing plan depends on the corridor. In relation to price and condition of the house, we can advise the client as to the reality of the market. If the client does not want to hear can not solve the problem. We must be realistic.
Think of where your buyer, what you read, where to eat, where to go Internet. There will be housing. In some cases the road will be the press in other journals, and other internet.
Technology, Internet, are an indispensable tool? Fundamental
. It is not about whether you like it or not the internet. Customers are online and using social networking is that many people. If now the Internet were a country, the number of sailors who have would be the 4th in the world! If you wish to sell, you have to be there.
how to grasp and achieve the best properties are sold?
spoken in Spain that we should mention the 3 "S": location, location, location. In Ecuador, the 3 "U": location, location, location. That gives you the basic idea. Is not the same a house anywhere, at a house in Central Square.
Besides the location?
For a home sells 3 factors: price, condition of the property and marketing plan. The marketing plan depends on the corridor. In relation to price and condition of the house, we can advise the client as to the reality of the market. If the client does not want to hear can not solve the problem. We must be realistic.
How the property matching them?
The qualification is essential. You have to investigate and know your customer to define how you will work. Need financing? Do you need to sell your house? What is your situation? What do I have for him? It is not the same to sell a property to a client in no hurry to buy, than one who has a problem or a disease.
A logical sequence of steps to achieve close the sale?
First, the interview to identify what the customer wants. Second, to study more inventory to meet your needs. Third, if you have no property, seek it with others. Better 50% of something than 100% of nothing. Fourth, prepare housing for the visit. And fifth, if we see evidence of purchase because the customer likes the house, make it be your home today.
How to start the presentation of a home?
never get a second chance to make a good impression. The customer buys what he calls his senses. Prepare home making coffee or cookies, personalize it with some kind of smell, creating something different. Turn on lights and put a little music. Generates magical moments, pleasant experiences. That's marketing.
Where do you start teaching the house?
The client must discover the house, do not have to teach. Let's walk and go everywhere. If you think that is the house for him, then talk about the details. If the house is not ideal, you're wrong, you have not understood what he had in mind and will start again.
What should you avoid? Show
show homes, we should not be "teaching story" that can do the janitor or guard the building if you let the key.
Any particular language you should use with the customer? The qualification is essential. You have to investigate and know your customer to define how you will work. Need financing? Do you need to sell your house? What is your situation? What do I have for him? It is not the same to sell a property to a client in no hurry to buy, than one who has a problem or a disease.
A logical sequence of steps to achieve close the sale?
First, the interview to identify what the customer wants. Second, to study more inventory to meet your needs. Third, if you have no property, seek it with others. Better 50% of something than 100% of nothing. Fourth, prepare housing for the visit. And fifth, if we see evidence of purchase because the customer likes the house, make it be your home today.
How to start the presentation of a home?
never get a second chance to make a good impression. The customer buys what he calls his senses. Prepare home making coffee or cookies, personalize it with some kind of smell, creating something different. Turn on lights and put a little music. Generates magical moments, pleasant experiences. That's marketing.
Where do you start teaching the house?
The client must discover the house, do not have to teach. Let's walk and go everywhere. If you think that is the house for him, then talk about the details. If the house is not ideal, you're wrong, you have not understood what he had in mind and will start again.
What should you avoid? Show
show homes, we should not be "teaching story" that can do the janitor or guard the building if you let the key.
A language positive, optimistic realism, avoiding negative words but telling the truth. You have to be realistic and hope. You must convey that if he follows your recommendations will be more likely to sell the property or find the perfect home.
objections How to convert into sales?
With the APC rule: Nodding, Ask, Answer. Nodding is positive communication that makes the customer feel taken care of. Ask takes you to understand and learn more about the objection. Answer is to provide solutions. Sometimes we talk a lot instead of watching and listening. If you see an objection to come, one step ahead with a question. The client will reply with the solution.
example?
say "this room looks small to me, what do you think?" The client will respond with the solution and have credibility because the internalized, aware and responsible for what you think. People do not like to sell him, he likes to buy, which is very different.
"Factors influencing whether a property is not sold?
The location, condition of the property, price and marketing plan. If properly located, in good condition and in an appropriate price in relation to other properties in the area is competitive and is going to sell. People think your house is the only one who is available and that it is not.
What makes a building is perceived as expensive or cheap?
The comparison! The buyer provides a key on the computer and have information. If you see other cheaper properties in the area, known to have more opportunities. One must understand that the high price potentiates the sale of other affordable housing.
And the "emotional cost" of housing?
A professional broker must prove that handles statistics. It is not a charlatan, have used market research and real information to advise. The emotional price is an issue that requires time and patience.
"Effective techniques to raise an offer to the homeowner? Doing
personally and outside the house to avoid the psychological effect that bring memories to the owner of the house. Treating smaller issues first then go to the most important. Bargaining may be lost by a few thousand dollars, but do not lose by a coat of paint.
How can the customer sign a contract and acknowledge the payment of the fee?
know of few professions that do not sign contracts detailing their undertaking. The broker must believe in their profession and the client must understand you are hiring a professional. It may or may not, accept the conditions and may or may not work with that client. If you sign the contract must comply with the payment of the commission.
what to do to win contracts "exclusive"?
a competitive and different from others that the client will consider you more valuable to have several informal brokers working on the same property. In Spain this trend has changed little. In Ecuador, some brokers get "exclusive" although some people think is impossible.
The advice for those starting in this profession?
Three tips: prepare, prepare, prepare. Equal to that applied to become a doctor, lawyer or pilot. Preparation is key to achieving your goals and make the customer happy to bring you more customers.
Is it better to be independent broker or related to a business?
Today we are disunited, our worst enemy is ourselves. We need to partner and build an MLS-Multiple Listing Service, which is a multiple feedback system. Imagine that several companies such as Bankers, Re / Max, Martínez, come together to share all the properties that each captures exclusively. The effect is to do more business in less time sharing commissions.
What to do while there is adequate regulation?
We must stop being the country that "we" to be the country we want to "become." This is critical for the development and keep up to date with information. AEFI will be soon in Ecuador and Colombia and then continue with Mexico, Chile and Peru. If we receive as well as today, so eager to learn and with the right attitude by 80%, we will provide necessary training.
Some brokers are ashamed to identify themselves as such, why?
It's like the dog chasing its tail. The name "Secret Agents." What happens is that they are not trained, do not give good service, they provide no work for reputable companies. A broker who is trained and works for a company known is proud to say, has his business card and a picture even with large logo. Transmits the values ethics and professionalism.
What can tell the casual or informal?
they cease to be because this is a serious profession that does not support improvisations. If you want to be runners have to train and prepare formal. Buying a home is one of the most important decisions a family takes on average 2 times we do in our lives. Therefore, we must be sensitive and very emotional and ethical character.
When they return my neighbors, I'm going ............ 
Besos. 
