Why Some Buyers Can't Make a Decision

I heard Dr. Israel interviewed on WHYY radio several years ago. It was when I was still practicing.

She was relating an experience told to her by an architect who'd attended one of her seminars. He'd had a client for whom he'd drawn plan after plan only to find each rejected for not being quite right. This had perplexed the architect because he had been sure he'd listened carefully to what the client had said he'd wanted.

The problem was what the client had said he wanted wasn't what the client really wanted. Once the architect started asking the kinds of questions Israel deals with in Someplace Like Home, he drew the client EXACTLY what the client REALLY wanted.

Realtors should do that--listen to what the buyer really wants. To do that, the Realtor has to hear what the buyer really wants. To do that you have to bring the what the client really wants to consciousness and shine some light on it.

The material in Dr. Israel's book gives you the way to plug that light in. Many clients look and look and look and look but nothing seems quite right even though the realtor has shown them what they said they wanted. The problem is that the Realtor is showing the buyer what they say they want not what they really want.

I'm trying to create a more informed real estate customer. Is this working?

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