Within our section dedicated to the teachings that a Real Estate Expert can transmit to us, today we interview Ignacio Castillo, Director of the EDN Business School, speaker at conferences, seminars on Leadership, Management Skills, Marketing in times of crisis, Real Estate Training and Negotiation and Closing as our real estate expert of the month. With him we will learn how the best real estate managers in the country are formed from the beginning as real estate agents.
Interview Ignacio Castillo, training expert
What qualities should a manager or director of a real estate company with employees have today?
In QRE Calidad Inmobiliaria there are some of the best Managers on the national scene and in turn, in their offices, some of the most productive agents in the country.
I like to learn from them and I see that they are special entrepreneurs. We could change the question; What does a good advisor look for in an agency? With all the professionals I speak with, they mention “stability, financial profitability, training and enthusiasm in the office”.
Leadership is helping others intelligently.
"The advisers want you to guide them, to help them," says my appreciated Leonardo Cromstedt, 2013 Real Estate Quality Award for the best manager. We must help them overcome their fears, correct them when they get off track, and ultimately change their lives. Is not easy…
Do you advise in your presentations to real estate companies to use the Internet for their promotion? What marketing actions do you consider vitally important?
You have to think about where your buyer is, what he reads, where he eats, where he browses the internet. There will have to be a house. In some cases, the route will be that of diptychs and triptychs, in others magazines, and in others the Internet.
It is not about whether you like it or not, customers are online and use social networks that many people follow. If you want to sell, you have to be there.
In Real Estate Marketing it is necessary that we provide added value. We must make home outreach faster, more effective, and heartily than our clients would.
What moves human beings is emotion, not reason. "A picture may be worth a thousand words, but a great story has nothing to envy."
The customer who sells his home must feel, verify that he receives the best and most appropriate marketing to sell his home
The most important marketing action is to deliver on what you commit to. Every day the aspects most valued by clients are taken care of more: Photographs and information about the house, an excellent website for real estate , marketing the house through a software for real estate and real estate portals are according to my point of view the ones that never should lack.
Today, many of the real estate businesses do not have a presence on social media - or have little presence applying conventional sales techniques on social networks - due to lack of time for their managers or employees. Would you advise leaving it in the hands of specialists in real estate marketing?
The answer is yes. I work with agencies that have improved their productivity with the help of a social media specialist
Finally, what sales technique would you advise our readers as the most effective to close a negotiation?
The best negotiation is to think that there is a person behind each sale. Negotiating is not about lowering your fees, it is knowing how to perfectly combine the I WIN-YOU WIN binomial.
From Inmogesco we hope that the testimony of Ignacio Castillo can help you a little more in your day-to-day life in your real estate! Feel free to subscribe to the inmogesco blog so you don't miss any of our upcoming interviews with real estate experts.