Too many times, agents consider a prospect "qualified" when they are preapproved for a mortgage for the home they said they wanted at the price they want to pay. Then they lose the sale and never realize that they never qualified the buyer's lifestyle.

The following is a true story of how one agent listened with her heart as well as her ears.

A couple retiring to St. Petersburg, Florida from Long Island, New York talked to a real estate agent in the agent's office.

"I just retired after 30 years with the post office," said the prospect. "We want to live on the golf course in a single family home with two bedrooms and two baths."

He went on to say that he would like to play golf every day, and they would like to move to the area within 60 days. They have been preapproved for a loan.

Then, the wife Dorothy spoke up. "Henry" has had two heart attacks, she told the agent, and that they are really looking forward to retirement.

Based on this information, what would you show them?

If you said a "two-bedroom, two-bath single family home on a golf course," you weren't listening. Take another look at the conversation.

The agent heard Henry and she also heard Dorothy, even what was unspoken. This couple is retiring. Henry is an avid golfer. Dorothy is very concerned that Henry has had two heart attacks. It's possible that she could be living alone soon. Will she want the expense and reminder of a golf course home if Henry isn't around to play golf anymore?

Here is how the agent responded:

"Henry, let me see if I have the picture. For years you traveled at least an hour to stand in line to play golf the six months a year the weather permitted. You promised yourself that when you retired, you were going to move to Florida and play golf every day, true?"

Henry and Dorothy laughed. "That's pretty close." Henry said.

Then the agent said, "If you are the avid golfer I think you are, you will want to play a lot of different courses once you move here. Did you know that in this area you are within an hour's drive of about 15 golf courses? The reason I asked is that you can get more home for your money off the golf course, plus you won't feel like you have to play the same course every day, if that makes a difference to you."

"I had not thought of it like that. I see your point," Henry said.

Then the agent said, "Let me ask you another question: Have you ever considered a condominium?"

"Not really," said Henry. "We have friends living in them, but we aren't sure we would enjoy that lifestyle."

"Of course it makes no difference to me," replied the agent, "but many retirees like the idea of traveling and being able to lock their door without security concerns. And in a condominium, there would be friends nearby, so Dorothy can have some company while you're playing golf."

Henry and Dorothy agreed to consider these new ideas. "Yes, why don't we look at some?" they said.

The result? Henry and Dorothy ended up purchasing an attached villa in a gated community for $45,000 less than a home on the golf course would have cost them.

You know what's interesting? This agent may not have sold them a home at all. She might have had a problem 'closing' when the real problem was "qualifying for needs."

We listen with our ears, but must qualify with our hearts. Don't you agree?

Published: September 24, 2003

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David Fletcher has been a Florida licensed real estate broker and new homes sales and marketing consultant for 30 years. Along the way, he has sold more than $3 billion in new homes and condominium products for developers and builder/developers. He has been broker of record for 16 rental conversions and marketing consultant in 29 lender workouts for major communities and condominium projects, a featured speaker at the National Association of Realtors, and chaired the Florida Home Builder Association's Sales and Marketing Council. In 2008 he was named a 'Lifetime Achiever' by Keller Williams Realty's International Division. You may contact him at or call him at 407.234.2349.