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Language is everything

By Adrian Knowles
29 May 2024 | 12 minute read
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In the realm of business, particularly in real estate, language is more than just a tool for communication; it is the very foundation upon which relationships, transactions and reputations are built.

Understanding the deeper value of communication can transform how we interact with clients, colleagues and stakeholders, ultimately shaping the success of our endeavours.

The influence of language in real estate


Consider the world of real estate, where every word can pivot the direction of a conversation, influencing decisions and driving outcomes. The language we use can change how we are responded to, affecting everything from initial impressions to long-term relationships.

In this industry, words are not mere conveyances of information; they are powerful influencers that can build trust, evoke emotions and inspire action.

Tailoring communication to your audience

One of the most critical aspects of effective communication is recognising and understanding your audience. In real estate, this translates to knowing the needs, desires and concerns of potential buyers and sellers. It’s about crafting messages that resonate with them on a personal level. This requires a keen sense of empathy and an ability to view the world from their perspective.

When we think about our audience and how our words will be received, we can tailor our communication to meet their unique needs. For instance, a first-time home buyer may require more detailed explanations and reassurance, while an experienced investor might appreciate concise, data-driven insights. By adjusting our language to suit different audiences, we can foster stronger connections and drive more meaningful engagements.

From persuasion to pre-suasion

The concept of “pre-suasion”, introduced by psychologist Robert Cialdini, underscores the importance of setting the stage for effective persuasion. Unlike traditional persuasion, which focuses on convincing someone after presenting an argument, pre-suasion involves preparing the mind of the audience to be receptive to the message before it is delivered.

In the context of real estate, pre-suasion can be a game changer. It’s about creating an environment where the client feels valued, understood and ready to engage. This could involve sharing success stories, providing valuable market insights, or demonstrating a deep understanding of their unique situation. By establishing a foundation of trust and credibility before making a pitch, we can significantly enhance the impact of our communication.

The craft of effective business communication

To truly harness the power of language in business, we must embrace the craft of effective communication. This involves:

  1. Clarity: Avoid jargon and overly complex language. Strive for simplicity and precision to ensure your message is easily understood.
  2. Authenticity: Be genuine in your communication. Authenticity builds trust and fosters long-term relationships.
  3. Empathy: Always consider the perspective of your audience. Empathetic communication shows that you value their needs and concerns.
  4. Preparation: Take the time to understand your audience and the context in which you are communicating. Preparation is key to delivering impactful messages.
  5. Adaptability: Be flexible in your approach. Different situations and audiences require different communication strategies.

Language is indeed everything in business

It is the medium through which we connect, influence and achieve our goals. By understanding the deeper value of communication and embracing the principles of pre-suasion, we can transform our interactions and drive success in our endeavours. Whether in real estate or any other industry, the power of language cannot be overstated. It is a tool that, when used with care and precision, can open doors, build bridges and create lasting impact.

Adrian Knowles is the CEO of Harcourts Australia.

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