The Power of Persistence in Real Estate: It’s Not Pressure, It’s Value! – Part 1

You cannot give someone something that you don’t already possess. As real estate professionals, we want others to believe in us, our ideas, and our services. But how strongly do we believe in ourselves?

True confidence is demonstrated by our willingness to persist, even in the face of resistance. It’s not always easy, but it’s always possible. Influential real estate coaches and even the Bible emphasize the importance of this universal principle.

The Key Distinction: Persistence vs. Pressure

The key is understanding the critical difference between persistence and pressure.

• Sales Pressure is repeating the same message regardless of the other person’s concerns, creating friction.

• Real Estate Persistence is about empathy, adjusting your approach, refining your message, and adding more value. It’s about demonstrating that you are the best person to serve their unique needs.

Persistence isn’t situational; it applies to everyone, all the time. Are you simply finding deals, or are you actively forging them? Forging deals means seeing a client’s potential future, not just their current needs, and consistently adding value to close that gap.

Persistence Communicates Crucial Messages

When you persist with genuine commitment, you convey:

• Genuine Care: You truly believe people are better off working with you. You are changing lives.

• Confidence: You believe in your abilities. Your actions, words, and questions make the difference.

• Targeted Solutions: You deeply understand their situation and offer specific, customized solutions. Remember: Certainty is more influential than enthusiasm.

• Multiple Reasons to Move Forward: You offer value beyond simply listing or showing a property. You provide unique insights that are compelling to each client.

6 Habits of Highly Persistent People 

Highly persistent professionals don’t just try harder; they approach resistance differently:

1. Celebrate their work.

2. Are driven by a purpose beyond the commission.

3. Expect and prepare for resistance.

4. Don’t take resistance personally—it’s feedback, not rejection.

5. Use resistance to gain insights and add value.

6. Are always adjusting their approach (Persistence) instead of repeating the same message (Pressure).

Why Persistence Matters 

• No Substitute: Persistence is essential. You either commit to figuring it out, or you don’t.

• Don’t Give Up Too Soon: Just because someone doesn’t agree immediately doesn’t mean the opportunity is lost.

• Consider the Cost of Inaction: What do you cost others by not following through with a better solution?

Addressing Common Objections

When you encounter resistance, it often signals one of these four underlying needs, which require a persistent adjustment:

• Different Communication Styles (Emotional Motives): They need to hear the message framed differently, appealing to their specific emotional drivers: Profit, Fear of Missing Out (FOMO), Comfort, Avoiding Pain, Love, or Prestige.

• Need for More Reasons: They need more value stacked onto the offer.

• Lack of Understanding How to Proceed: They need your guidance through the process.

• Need for Time: They simply need more time to process the information.

My Conclusion

Persistence, unlike pressure, always makes sense. It demonstrates your confidence and commitment. By empathizing, adjusting, and adding value, you can turn resistance into opportunity. And that is how you win the day.