The Most Powerful Word in Commercial Real Estate Prospecting

What if I told you that there was one word that could open almost any door for you? One word that could get commercial real estate owners and tenants to tell you just about anything that you needed to know? One word that could shorten your calls and meetings, saving you time and letting you make more money?

What if I told you that you already knew the word and used it every day, usually without realizing it? How about if I told you that you used to use it a lot more, especially before you started kindergarten?

That word is…. Why.

Why is the simplest way to get a client talking. It can dig you out of holes when you don’t understand what a prospect says. It gets the people you talk with to give you information that you can use to develop your data on them and develop your general commercial real estate knowledge. And it stops you from saying anything foolish, since the person on the other side of the conversation is the one talking.

If you don’t believe its power, try this exercise with someone outside the commercial real estate industry. Ask them a simple question like “Why did you wear that shirt,” or “What’s your favorite book” and respond to what they say with “Why” or “Why did you do that” or something else along those lines. Go back and forth as many times as you can and see where the conversation goes with you just asking “why.” This will give you a sense of the word’s power.

The next time you’re talking with a commercial real estate client prospect, try asking “Why.” You might be surprised where it takes you.

What’s your favorite word? Let us know, and let us know why, below in the comments section!


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