If you want to grow in real estate sales, you need to stop thinking of yourself as a customer service rep. You’re not here to open doors and smile politely. You’re here to lead. Influence—not charm, not hustle, not availability—is the skill that determines whether your calendar is full or empty. Most agents don’t have a sales problem. They have an influence problem.
There are 10 core principles that top-producing agents use to lead, consult, and convert at a higher level. These steps aren’t theory. They’re tools. If you’re ready to stop working for free and start getting paid for your expertise, this is where it begins.
Here they are:
1. Architect Trust: You can’t influence someone who doesn’t trust you. That means showing up consistently, doing what you say you’ll do, and being real. Trust isn’t built by being likable. It’s built on being reliable, authentic, and direct.
2. Understand Wants vs. Needs: Most agents stop at what the client wants. Pros go deeper. Why do they want it? What do they need? Influence starts when you stop accepting surface-level answers and start asking better questions, and listening closely to the answers.
3. Use Social Proof: People trust what others have done. Case studies, testimonials, even a simple “I just helped a family in a similar situation,” can create credibility fast. If you’re not using social proof regularly, you’re leaving conversions on the table.
4. Demonstrate Authority: No one follows the uncertain. Market stats, local insights, and a clear point of view build authority. Say “This is what I recommend, and here’s why,” instead of “What do you think?” If you don’t sound like the expert, your client becomes the decision-maker, and you’re back to being a tour guide.
5. Create Value Before You Ask: Give before you ask. Deliver market insights, helpful tips, or a tailored list of comps before asking for an appointment or commitment. When people experience your value upfront, they’re far more likely to hire you.
6. Use Communication Techniques: Stories sell. So does clarity. Use storytelling, relevant data, and even scarcity to communicate urgency and inspire action. If your default mode is “Here are the facts,” you’re missing the opportunity to move people emotionally and logically.
7. Address Objections Early: Get ahead of the “yeah, but.” If you know a buyer wants a large yard and the home doesn’t have it, say that before they notice. Show them how the nearby park solves the issue. Addressing concerns early makes you a professional. Waiting makes you replaceable.
8. Leverage Reciprocity: Human nature says we return favors. Go the extra mile without being asked, and point it out. “I pulled together this rental analysis for you because I know it’s been on your mind.” That kind of proactive action builds goodwill and trust.
9. Be Emotional at the Right Moments: Don’t be a robot. If you believe a home is the right fit, say it. If you’re excited about a listing, show it. Buyers and sellers want to feel that you care. Emotional conviction builds connection and moves deals forward.
10. Have a Confident Opinion: This is the big one. Advisors have opinions. Order-takers don’t. Stop being afraid of being wrong and start being willing to be clear. “Here’s what I believe the home is worth.” “This is the one we should go see.” When you lead, they follow. That’s influence.
Key Takeaways
- Influence is the difference between a tour guide and a trusted advisor.
- Trust, authority, and confident communication are non-negotiable in today’s market.
- Stop working for free. Clients pay for your opinion. So have one.
- Influence isn’t pushy, it’s purposeful, confident, and rooted in service.
If you’re stuck in a cycle of showing properties, writing offers, and chasing leads without conversions, it’s time to audit your influence. Are you leading or following? Advising or appeasing? Real estate sales isn’t about who can run around town the fastest. It’s about who can influence decisions that move people forward. Master that, and everything else follows.
Ready to Lead at a Higher Level?If you’re committed to mastering influence and turning your expertise into consistent production, you need more than just skills—you need the right environment. PLACE partners with top agents who are ready to grow, lead, and build something bigger. See what it looks like to level up with PLACE.
