Top Closing Techniques
Top producers recognize that closing techniques have to be tailored to the personalities of the buyers. Some require a more aggressive approach, but most buyers need emotional support and a softer sell.
- Sum-It-All-Up Close. If you're working with a buyer, restate the features of the home, sellers’ asking price, and any terms or contingencies, services you will provide during the transaction, and other details. Then close with a direct question: "Should I go ahead and draw up a purchase offer?"
- Pros-and-Cons Close. If buyers are having trouble making a decision or there are many details to consider, draw up a list of reasons for and against. Start with the pros to create a positive flow. Analyze the downside and move toward the close with a upbeat statement: "It looks like the pros outweigh the cons. Why don't we go ahead and make an offer?"
- The Guilt Close. Appeal to the buyers’s sense of family obligation by pointing out how much “everyone” will love the house. —Gail Sonkin, Illinois REALTOR®
- I-Own-This-Product-Myself Close. Buyers will be reassured that you as a professional own a home similar to the one they are considering.
- Single-Issue Close. Get agreement on other issues; then zero in on a key concern. "So the price is right and the house is right. The only issue is the schools in the area." Work toward a solution for that concern.
- Why-Wait Close. Point out that cost of most items has gone up, not down, over the years.
- Assumptive Close. Just act as if the decision is already made. “Should I come over with the contract now, or would this evening be better?”
- Alternate-Choices Close. "Which home do you like more—this one or the one on Pine Street." You can't use this approach too early in the process or the buyer will feel pressured. —North Carolina REALTOR® Institute’s materials for GRI 104
- Empathy Close. "I understand how you feel. I felt the same way when I bought my home. But it turned out to be a smart move." —North Carolina REALTOR® Institute’s materials for GRI 104
Portions adapted from Selling the Danielle Kennedy Way, by Danielle Kennedy (Prentice Hall, 1991)
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