What is Influence?

• Influence is the ability to affect someone’s thoughts, feelings, or actions.
• It’s not about controlling others.
• It’s about inspiring them to take action or trust your guidance.

Why Influence Matters in Real Estate

• Buyers and sellers rely on your expertise to make big financial decisions.
• They are looking for someone they feel confident following.
• Influence builds trust faster than facts alone.

Example:

Two agents give the same market report.

The agent who confidently recommends a clear path forward earns the listing.

How Realtors Use Influence Daily

• During Consultations: Guiding clients toward realistic expectations.
• Pricing a Home: Helping sellers understand market value vs emotional value.
• Negotiations: Persuading the other side to accept terms favorable to your client.
• Referrals: Influencing people to recommend you to others.
• Social Media: Building a brand people want to engage with.

Positive vs Negative Influence

• Positive = Empowering, Educating, Building Trust
• Negative = Manipulation, Fear Tactics, Pressure

Example of Positive Influence:

Helping a first-time buyer feel confident buying despite fear.

Example of Negative Influence:

Pushing a buyer into a home they don’t love just to close a sale.

How to Strengthen Your Influence

• Be Authentic. People can spot fake energy fast.
• Be Consistent. Stay active where your audience sees you often.
• Educate First. People follow those who teach them, not those who sell to them.
• Show Proof. Share client wins, testimonials, and success stories.
• Listen More Than You Talk. Understand their real needs before advising.

Thought-Provoking Questions for Group Discussion

• When have you been positively influenced by someone in business? What stood out?
• Have you ever been negatively influenced? What did you learn from it?
• How can you shift from “selling” to “guiding” more in your client conversations?
• What small change could you make this week to increase your influence?