Dr. Robert Chialdini’s book “Influence: Psychology of Persuasion” applies to many facets of life. However, it can also be applied specifically to real estate. In today’s episode of The Real Estate Sales Podcast, Jimmy breaks down the six core principles discussed in Dr. Chialdini’s book and how you can apply these principles to your real estate business. 

1. Principle of Reciprocity

  • If someone gives, we naturally want to give back. What are you giving to your potential or future clients to foster this principle? 
  • In a similar vein, what are you doing to thank past clients? If you want to get referrals, give them something first, like a card or small gift.

2. Principle of Consistency

  • Consistency is how people will get to know you better, and it tells people who you are as a person. 
  • Provide a monthly newsletter and consistently add to your social media platform to encourage trust in your audience, ultimately leading to more business.

3. Principle of Social Proof

  • Online testimonials and recommendations are an easy example of social proof – they encourage people to work with you!
  • When you close a home, share the story of how you helped someone reach their goal of owning a home rather than bragging about closing the sale. This is social proof encourages observers to want the same.

4. Principle of Liking

  • We’re in the know, like, and trust business.
  • People won’t want to work with you if you’re not likable. It’s as simple as that.

5. Principle of Authority

  • People like doing business with authority figures (who are people who know and understand what they’re doing.)
  • You can set yourself as an authority figure in real estate by providing updates, market reports, and other information that provides value to prospects.

6. Principle of Scarcity

  • People make decisions based on a fear of missing out.
  • Since the pandemic, we’ve seen this; people want a house because they’re scared they won’t be able to otherwise. Plus, Interest rates are also lower than they’ve ever been, further encouraging people to buy out of fear. 
  • While it might be a seller’s market now, the market is constantly fluctuating, and there’s always a need for realtors to make the buying and selling process happen.

Applying these principles allows you to serve your clients better, get in touch with more people in your community, and have a more significant impact on your business. If that’s not reason enough to implement them in your everyday work, we’re not sure what is.

Do you have a video or content idea that is perfect for your business? Share it with Jimmy! Connect with Jimmy Burgess on LinkedIn and Facebook and his YouTube channel.  If you like what you heard today, we’d love it if you’d share a rating or review and then subscribe to the podcast and tell others about it as well. You can find The Real Estate Sales Podcast on Apple Podcasts, Google Podcasts, Spotify, Audible, and our website, The Real Estate Sales Podcast.


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