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Lately, people have been asking what being an Exactly What to Say® Certified Guide brings to the coaching work I do with real estate sales professionals and leaders. It’s a great question, and the answer lies in the power of intentional language. In real estate, every conversation can affect a sale, a client relationship, or team morale, so having the right language tools makes a meaningful impact.
Exactly What to Say®, developed by Phil M. Jones, is more than just learning specific phrases. It’s about creating clear, focused communication that guides conversations toward productive outcomes. For those in real estate sales and leadership, this approach can elevate daily interactions—from client meetings to team discussions—in three key ways.
1. Strengthens Client Relationships in Real Estate Sales
Real estate is about more than transactions; it’s about building lasting relationships with clients who trust your guidance. Exactly What to Say® provides real estate professionals with tools to connect on a personal level by using language that truly resonates. Rather than “selling,” it’s about understanding what clients need and making them feel heard and valued.
For example, using questions like, “How would you feel if…?” or “Would it be helpful if we…?” keeps the client engaged and invites them to share their preferences, helping them feel part of the process. It’s a subtle shift, but it builds trust, making it easier for clients to envision working together long-term.
2. Enhances Communication Skills for Real Estate Leaders
In leadership, effective communication is essential to keeping a team motivated and aligned. Exactly What to Say® gives real estate leaders the language skills to inspire their teams and navigate challenging conversations with confidence. Instead of using general statements, leaders can use language that encourages collaboration and builds team morale.
For instance, phrases like, “How open would you be to trying…?” or “What would it mean for the team if…?” bring team members into the conversation, making them feel valued and respected. This approach can also help smooth over conflicts or clarify expectations, creating a more supportive, productive team culture.
3. Builds Confidence in Overcoming Objections
Whether in sales or leadership, objections are a natural part of real estate. But objections don’t have to be roadblocks. With Exactly What to Say® techniques, sales professionals and leaders gain confidence in handling objections in a way that keeps conversations open and positive. By addressing concerns directly and empathetically, these strategies turn objections into opportunities to build trust and find solutions.
For example, responding with, “I understand why that might be a concern. Could we look at it from a different angle?” allows the other person to feel heard while opening the door for a constructive conversation. This is especially valuable in real estate, where clients and team members alike may have doubts or reservations that need to be addressed thoughtfully.
4. Creating Value, One Conversation at a Time
At its core, Exactly What to Say® brings a new level of intentionality to the conversations that matter most in real estate, in leadership and in all our conversations. For sales professionals, it means building client relationships that are rooted in trust and respect. For leaders, it empowers them to communicate in a way that inspires and aligns teams. With each conversation, these language techniques enhance connection, create clarity, and ultimately drive better results in both our professional and our personal conversations.
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