Pandemic-era lockdowns had their pluses for those of us who are introverts. In the case of the Fulton family (self-proclaimed introverts all), it led to a less in-your-face way of doing business that better suited them and many of their more reserved clients.
“COVID changed everything,” asserts Katelyn Fulton, who, along with her sisters Paige and Carly, helps run the family business, Century 21’s Percy Fulton brokerage in Toronto. “We found the power of video showings and virtual business. It worked out so well that we adapted our business. We came up with a specialized home-selling system for introverts.”
High-pressure techniques can backfire with introverted clients
Tongue-in-cheek, Fulton refers to this fledgling niche market as home selling for homebodies. “This shift has allowed us to serve clients in a way that feels more aligned, more respectful of their comfort levels and ours, and honestly, more modern,” says Fulton. The real estate biz, irrefutably dog-eat-dog, is highly aggressive, she observes. Sales trainers tend to hammer home the importance of being super assertive. But clients aren’t one-size-fits-all. Not everyone likes the direct approach.
The reality is that high-pressure techniques can backfire with introverted clients, who generally prefer less intrusive interactions.
When Fulton hears coaches advising agents to cold call, door knock or bring clients to the brokerage, her reaction tends to be “What!? Why?”
She admits there’s a place for such tactics. “Not all my clients are introverts. Sometimes I have to put my extrovert hat on.” But she personally finds the hard sell to be old school. In her experience, even a practice as common as having an agent come to the house for a listing appointment can give introverts nightmares.
Typically, introverted sellers “want to see us once and never again,” if at all, says Fulton, laughing. She’s seen mouths drop open in shock when she’s expressed this to a roomful of agents. But she’s on board with the introverts, which is why they’re her ideal target clients.
“Introverts hate the phone and in-person meetings, especially without warning,” she maintains. “They need breathing room. They aren’t fans of surprises or drama. They don’t like small talk. They don’t like to make quick or pressured decisions.”
Emphasis on respecting personal space
It’s not unusual for her team never to meet an introverted seller in person if that’s the client’s wish. “But just because they don’t see us a lot doesn’t mean they’re not getting full service. We’re still getting everything done, just from a distance.”
Prioritizing listening and relationship building are every bit as important with introverts as with other clients, but emphasis on respecting personal space must be unswerving. Fulton advises agents working with introverts to “be a resource rather than a salesperson. This builds trust and shows respect for their autonomy.”
Agents need to adapt to the client’s style, she continues. “Extroverted agents can work with introverted clients if they understand them. Ask clients how they prefer to communicate. If they prefer text or email, it may be a sign that they’re introverted.”
She hopes that the introversion training she’s now providing at conferences and online will help challenge traditional marketing to become more nuanced and inclusive. There’s a need for Canadian coaches who specialize in introverted clients, says Fulton. At the moment, she isn’t aware of any at all.
Best practices when working with introverted clients
Her suggestions on best practices when working with introverts include:
- The big one is to focus on written communication and limit in-person and telephone contact. Communicate by text, email or online message platforms. If you need to phone, schedule the call rather than making it out of the blue. Don’t bombard these clients with needless communication.
- Provide clear, detailed information, checklists and videos, and allow ample time for reflection.
- Embrace technology—use digital paperwork and e-signatures, online home evaluation tools for sellers, online offer submissions, video showing tours for buyers and virtual consultations with stagers.
- Schedule private showings for introverted buyers rather than having them endure busy open houses.
- Don’t pop by unannounced with a closing gift for sellers. Use Amazon or send flowers. The same goes for lockboxes—send them by Amazon or courier.
- Make sure that everyone on the team—stagers, photographers, and so on—understands that the client may not want to see them or speak with them directly.
Greater Vancouver Re/Max agent Tim Hill finds that providing as much information as possible is especially important. Decision-making can be a painstaking process for introverts.
“Take the time to walk them through everything step-by-step,” advises Hill. “Slow and steady wins the race with this type of client.”
Keep in mind that introverted buyers may be looking for homes with calm and exceptionally private environments, although that’s by no means always the case.
Whether you’re an extrovert or introvert yourself, Hill is of the same opinion as Fulton, i.e., that as a Realtor your job is to recognize who you’re working with and tailor your services to their communication style accordingly.
Some agents aren’t able or willing to do this, Hill concedes.
They could miss out, as introverts increasingly flip the script and challenge the industry to become more thoughtful and adaptable.
As American Realtor/writer Bryant Beltran has noted online, in this dynamic shift the industry has to ask itself how it can “strike a balance between the vibrant energy of extroverted marketing and the quiet needs of introverted buyers.”
Susan Doran is a Toronto-based freelance writer who has been contributing to REM since its very first issue.