Real Estate Information

Luxury Real Estate Information

Rancho Palos Verdes, California Homes
Palos Verdes, California Homes
South Bay, California Homes
Luxury Mexican Beachfront Homes

Featured Properties

Oceanfront Estate Near Trump National

Related Information

Loan Information
Real Estate Information
Mortgage Refinance Information

Loan Officer Training: Learn How To Shape Realtors Perceptions

In medicine, a placebo is a pill that you think will make you better, and so it does. In your business, a placebo is a prospect having the experiences they expect to have, and so they have them.

For example, you take your vehicle to get serviced. You walk into a clean lobby and are greeted warmly by a service technician. You think that it's a quality service center. And so it is. After your vehicle is inspected, the service technician explains in plain English the service your vehicle needs. You decide the technician is trustworthy. And so he is.

You receive a coupon in the mail from a new dry cleaner in your neighborhood. It includes a picture of the owner who looks experienced. You take your first order to them and the service line moves quickly. You think the dry cleaner is efficient and professional. And so they are.

Social scientists have discovered that a person's perception creates expectations and influences his or her experiences. If you've heard the phrase - Perception is Reality - than you're familiar with this phenomenon.

Placebo effects are all around you. And if you're not aware of them, they can work against you. Have you ever met a real estate agent and felt they made their mind up about you before having a true opportunity to demonstrate your services?

For instance, you meet a prospective Agent and they appear standoffish. The Agent has an immediate perception of expectations based on their previous experiences, even though those experiences didn't include you or your firm. You learn that they have had many bad past experiences dealing with other lenders. You have to overcome the negative placebo effect to become trustworthy.

However, if you learn to manage placebo effects, you can shape an Agent's expectations before this happens. If you shape expectations, you shape their experiences.

To Shape Expectations, Improve Your Materials

Do your materials create an expectation of trust, skilled, competency? Do your materials distinguish you? Do you look smarter, better, more successful? Are your materials made with better materials?

Usually, your materials are the first contact an Agent has with your service. You never have a second chance to make a first impression. First impressions are eternal.

Use two of the most powerful things in your materials: images and brevity. Images speak visually. Considering that Agents are bombarded daily with communication, use pictures to convey your message. And secondly, use as few words as possible. But make every word count. A simple, precise message combined with a matching image can effectively communicate your point with greater precision than an overcrowded message screaming for attention.

To Shape Expectations, Develop Your Website

Does it look professional, clear and easy to navigate? Is it inviting to Agents? Look at some of your competitors and notice how they only appeal to consumers.

Does your website shape the Agent's perception of your service? Agents should find your site to be an educational resource of how your services differentiate from your competitors. It should address common concerns they have about lenders:

  • Poor communication
  • Loans not closing on time
  • Inadequate customer service

Use visual descriptions to shape their expectations differently.

To Shape Expectations, Review Your Touchpoints

Is your company's image of service better than your competitors? Does it create an expectation of being personable, reliable, and dependable? Are the people who answer the phones congruent with the image?

Are messages returned promptly? Do you uncover problems before they arise? Do you fulfill requests before they're requested?

Your touchpoints are any point of contact between the Agent, the client and your service. This includes product touchpoints, human touchpoints, and system touchpoints.

For instance, an Agent receives your invitation to meet and discuss opportunities. They're impressed with the quality of your letter and materials and decide to respond (product touchpoint).

They call your office, which is answered by the receptionist. The receptionist is courteous and polite (human touchpoint) .

The Agent is connected to your voice mailbox and listens to your professional greeting. They leave a message and easily exit the system (system touchpoint) .

Your touchpoints are placebo effects that help shape their experience.

Without having met you, the Agent has a perception of what to expect from you. This expectation will influence their experience when you meet together - hence, The Expectancy Theory.

Jeff Nelson helps mortgage companies and individual loan officers increase loan originations by attracting quality relationships with real estate agents from the development of customized relationship-building strategies.

Click here to get a free copy of the Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to becoming an Agent Magnet.

Visit us at

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at


Spring's 2018 Real Estate Market Is A Good News Bad News Story
The Spring 2018 real estate market is a good news bad news story. A recently released report from Arch Capital MI points to affordability slipping, inventory declining while interest rates and housing prices rise. Key findings from the Arch Capital MI ...


The Blockchain For Real Estate, Explained
There is a lot being written about blockchains, bitcoin and related technologies, and for many real estate professionals, this is part of a brave, new, confusing world of technology. Like the original internet, the blockchain is a revolution in ...

Vanity Fair

Will Sean Hannity's Secret Real-Estate Empire Get Him in Trouble at Fox?
Vanity Fair
Though he did not touch on the size of his holdings in his public statement regarding Cohen—“My questions exclusively almost focused on real estate,” he said. “I said many times on my radio show, 'I hate the stock market, I prefer real estate ...
Hannity defends his investments after report details his real estate dealsPolitico
Hannity Owns Real-Estate Empire, Linked to Shell CompaniesDaily Beast
Report: Sean Hannity built real estate empire with HUD aid while championing HUDSun Sentinel
Slate Magazine -The Real Deal -Splinter (blog)
all 135 news articles »


Sears Soars After Lampert Floats Buying Kenmore, Real Estate
Edward Lampert is pushing for a more aggressive breakup of Sears Holdings Corp. as the hedge-fund manager aims to salvage what's left of the struggling retailer and stave off a potential bankruptcy filing. Edward Lampert. Photographer: Amanda Gordon ...
Sears soars as Lampert floats buying Kenmore, real estateChicago Daily Herald
Sears CEO offers to buy Kenmore, Sears real estateChicago Business Journal
Sears stock soars as Lampert offers to buy Kenmore brand, real estateIndianapolis Business Journal

all 61 news articles »

Sarasota Herald-Tribune

Sarasota Herald-Tribune
She began her real estate career in 2005 as a full-time agent with Minnesota's leading real estate company, where she specialized in residential real estate and lakefront properties. She is a multi-recipient of the Realty Alliance Sales Award for ...

and more »

Updated presentation for investors of INVL Baltic Real Estate
GlobeNewswire (press release)
INVL Baltic Real Estate announces an updated presentation that will be used for the meetings with investors. Compared to the presentation, which was published on 21th December 2017, the Company informs that the information related to the terms of the ...

and more »


Climate Change Is Already Depressing the Price of Flood-Prone Real Estate
New research shows that real estate properties in areas affected by extreme weather and sea level rise are losing value relative to less exposed properties. The effects are already substantial, but they may point to a looming collapse as climate change ...

Real estate daily market update: April 23, 2018
The average 30-year fixed-mortgage rate is 4.41 percent, up 6 basis points since the same time last week. A month ago, the average rate on a 30-year fixed mortgage was lower, at 4.33 percent. The average 15-year fixed-mortgage rate is 3.81 percent, up ...

and more »

Real estate's top producers share their secrets to success
The sheer work ethic of Michael Jordan, the mindset of a Jedi, the adaptability of a chameleon and the dogged humility of a servant — put it all together with a commitment to real estate, and you just might get a top-producing agent. Subscribe to ...

MOVES-Aberdeen Standard, BMO Real Estate, Evercore
April 23 (Reuters) - The following financial services industry appointments were announced on Monday. To inform us of other job changes, email ABERDEEN STANDARD INVESTMENTS Asset manager named Omar Anwar country head and head ...

Google News

home | site map