Communication is all about gaining and giving information and details.
The way you receive the content of the information is hugely influenced by the quality of the ‘frame’ of the information.
If you can nail ‘framing’ your entire business will change, your results will shift, your relationships will improve. So framing is an essential skill to learn – not only for real estate, but for life!
Here are the 3 frames you can use immediately to become a master communicator:
Pre-frame can be used in almost all conversations and communications, but is probably best used when you’re getting to know a buyer or seller. Initially you want to ask a lot of questions, but you don’t want them to feel as though they’re being interrogated.
“I want to give you the best advice possible, so I can understand your needs a little more can I ask you some more questions?”
“So I can help you best, do you mind if I ask some questions about your….”
By using this simple pre-frame the expectation is clear – you’re going to ask questions and they’re ready to answer them.
“Besides getting the maximum sale price, what else are you looking for in an agent”.
This shows you know the maximum sale price is the key goal but it also ‘parks’ the pricing conversation until you’re ready to go through it (as part of your strategy) and gives your vendor the chance to let you know more about them and what they want from you.
A good rule is always ask yourself “what’s my pre-frame to position X?”
Once you start role playing pre-frame you will see how easy it becomes!
Re-framing can be used when you come up against objections or when you need to change the frame of reference.
Some dialogue you can use at the re-frame is:
“I completely understand, perhaps another way of looking at this is X”.
“I know how you feel, others have felt exactly the same way, however what we’ve found is that X”
This is the feel, felt, found strategy – a very powerful influencing tool!
3. Next framing
Next framing uses the ‘where to from here’ strategy. And what you want to do is leave the next step in the process for your buyers and sellers to follow. This ‘frames’ what is going to happen when next you speak or meet.
Here’s some examples:
“Here’s what I recommend – we’re going to put together some notes on X, do some research and when we meet on Tuesday we’ll be able to make that decision”.
“We’ve agreed to touch base tomorrow morning where we’ll press the go button”.
That way they’re expecting that tomorrow you will be in touch and the process will start. It’s not a surprise for them. It also can bring about any objections you may not know of. Better to know earlier than later.
There are 3 key ‘frames’ you can use immediately to seriously upgrade your communication skills and watch your results soar.
I’d love to hear your thoughts on framing, if you’d like to leave a comment below..