Do hot buttons really exist? Is there really some truth to the rumor there exists a magical "button" that if you as a professional real estate consultant could just push in your prospect, a sale would be virtually assured?

The answer is yes. Hot buttons exist, and they can easily be elicited and used to persuade more powerfully than you have ever dreamed possible once you know the secret of how to do it.

Hot Buttons Are Your Seller's Criteria for Selling

The general dictionary definition of criteria is: The code or conduct or behavior governing an individual or a group. For our purposes, we can be a bit more specific. We should consider criteria as being what governs or controls a person to take a specific action in any given circumstances. That is, what is the driving force, the "hot button" that motivates a person to act in a particular way.

Now before we go any further, don't confuse eliciting a person's hot buttons with a simple qualification of needs. Qualification as to whether your prospect is looking for a 3 bedroom Ranch or a 4 bedroom Tudor is important, but determining a person's actual buying criteria -- what motivates them to make the purchase -- is much, much more powerful.

Let's take it from the beginning. In the consultation process, criteria elicitation comes very early in your presentation... usually within the first 10 to 15 minutes and, therefore, within 10 to 15 minutes you will know the major motivating information you need to make the sale. Pretty powerful promise, but imagine for a moment that it is true and that you can elicit a person's criteria... without fail...

Simply ask the question: "What's important about (getting your home sold... buying a 3 bedroom ranch... etc., etc.)"

By asking this question early in your consultation, you will know exactly what to talk about and what not to talk about. More over, you will have automatically repositioned your presentation from one of presenting facts to one based upon emotions because this one simply question has a tendency to evoke strong, images, sounds, and feelings of that which is most important to them.

Now let's take it to the next level and strive to get to some very powerful, emotionally charged hot buttons.

Generally, you will need to pose three or four questions to finally reach the emotional hot button which motivates your prospect's actions.

So now it's time to make your presentation. What information are you going to present? Only the information that speaks directly to your prospect's criteria, that which you elicited.

For example, let's assume you have elicited from a potential seller that the reason they want to sell their present home is so they can afford to buy a larger, more spacious home. They entertain a lot and are interested in a home that will bring them prestige. They want to be accepted and viewed as community leaders.

Based on the criteria you have elicited, you can very powerfully sum up your presentation as follows:

"Okay. Thanks for sharing all of that, because it really helps me a lot know what you want. My job is to find out what is important to you and then make it easy for you to get it. It's not really to sell your home... it's to help you meet your goals. It is to help you get to that larger, more spacious home as soon as possible and net you the most bottom line dollars in your pocket so we can make that happen.

"Now, we're going to talk about pricing your home right to net you the most money so you can afford to buy a house that will impress even the mayor. Sound good? Okay, let's get started..."

Another seller might have a completely different criteria for selling. Your next seller may be a transferee. Why is it important to sell? The family's been transferred. What are their concerns? That the home won't sell quickly enough. Why is that a problem? They don't want to have two house payments when they buy a new home in their new location. Any other concerns? Because they didn't occupy their home for very long, they may not have built any equity and may lose money on the sale. What can be done?

Your presentation will begin with, "So you need to sell quickly and for a high enough price to cover your investment. Let me show you how we can try to accomplish that."

Using this technique can work magic in your ability to quickly and persuasively motivate your prospect's to take action. After all, people don't buy or sell for rational reasons. People are motivated to act based upon emotions, that which is inherently important to them as a person, as a living, breathing, feeling, needing, person.

So wrap your arms around them. Embrace their criteria, that which is most important to them and... sure enough... you move ever closer to obtaining that which is most important to you!

Agent Marketing Advice

Published: February 3, 1999

Use of this article without permission is a violation of federal copyright laws.

Robert Fore is the president and CEO for Realty Profit Systems. He is a nationally recognized marketing trainer and strategist who specializes in combining the proven principles of direct response marketing with the cost-effective, worldwide penetration of the internet. Realty Profit Systems publishes the Online Real Estate Marketing Report at http://www.hometeam2000.com and offers a free, weekly e-zine of real estate marketing tips at http://www.top10realty.com.