Building client’s trust and loyalty: The art of effective persuasion in real estate 

While effective persuasion may be misunderstood and linked to high-pressure tactics or manipulation, it actually involves understanding and connecting with clients through a clear message and long-term trust building.

In real estate, effective persuasion can close the gap between hesitation and action, turning clients’ interest into decisive outcomes.

REB has spoken with high-achieving agents Eric Hartanto and Bianca Orlando about the persuasive techniques they employ to help their clients make informed decisions based on facts, trust, and transparent communication.

Both agents emphasised the significance of establishing rapport, managing expectations and showcasing value, especially in a changing market.

Building trust through communication

According to the director of Hartanto Properties, Eric Hartanto, effective persuasion begins with listening and allowing conversations to flow.

“Instead of following a strict set of questions, I prefer to let the conversation flow naturally, allowing clients to share their motivations, concerns and expectations,” he said.

By asking open-ended questions regarding timelines, pricing and past experiences, Hartanto customises his approach to meet his clients’ expectations.

One of Hartanto’s ongoing challenges has been managing clients’ expectations in fluctuating markets, where sellers often cling to outdated price points and buyers pursue unrealistic deals.

To help sellers adjust their expectations, he gathers buyers’ feedback and market comparisons.

By using data as a key component of his communication and sales strategy, Hartanto said he ultimately empowers his clients with the insights they need to make informed decisions.

“Every time we received an inquiry or conducted an open home, I document the comments and objections from potential buyers,” he said.

“Every inquiry, home open visitor and private inspection provides valuable insights into how the market perceives the property.”

Similarly, Pulse Property sales agent Bianca Orlando said trust-building is achieved through clear and consistent communication.

She believes providing clients with regular updates is the first step in fostering trust and strengthening relationships.

Since joining the agency in 2020, she has made open lines of communication between buyers and sellers a top priority.

“I ensure that our vendors are constantly being updated with feedback directly after inspections,” Orlando said.

“I send two feedback reports a week so the vendors are aware of all the buyers inspecting the property, their interest levels and motivation for the sale.”

Orlando’s updated feedback provides open communication with her clients and enhances the overall experience for both buyers and sellers.

Orlando said that agencies can also assist agents in ensuring transparency and reducing friction in the sales process by including price guides, strata or building documentation, and pest reports.

Using marketing strategies to support effective persuasion

According to Hartanto, agents should integrate online and offline marketing strategies to target various demographics and engage with potential buyers effectively.

“I believe in a holistic marketing approach, leveraging both online and offline channels to ensure maximum exposure for a property,” Hartanto added.

He recognises that younger buyers engage digitally through property portals and social media, while older buyers prefer traditional media like newspapers, print ads and direct mail campaigns.

Hartanto believes that small changes in the marketing process, such as professional styling, high-quality photography, virtual tours or strategic renovations, can significantly enhance a property’s appeal.

“I work closely with sellers to refine the property’s presentation, ensuring it resonates with buyers and maximises perceived value,” he said.

At Pulse Property, Orlando’s creative team uses professional photography and video to craft compelling visual narratives.

“By shooting at dawn and dusk, we capture the perfect lighting to enhance a property’s atmosphere, creating a compelling visual story that maximises buyer interest,” she said.

Orlando also leverages client testimonial videos to showcase her process to her potential clients.

“By sharing real experiences, these videos highlight our marketing brand, our sales process, and allows my potential clients to understand how we achieve a great result,” Orlando said.

Tailoring to each client individually

Additionally, Orlando said that effective persuasion is rooted in understanding each client’s unique priorities, a vital strategy to tailor the right property to specific buyers.

“By taking a personalised approach and truly understanding what matters most to each client, I can tailor my strategy to align with their priorities and deliver a seamless, stress-free experience,” she said.

Similarly, Hartanto aims to tailor each property to a specific buyer, helping them recognise the worth of the investment and encouraging them to act decisively.

“By understanding buyer motivations and leveraging market insights, I frame the property’s advantages in a way that aligns with what buyers are looking for,” Hartanto concluded.