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Have you ever experienced a good real estate agent at work? It’s like a masterclass in customer service, marketing and sales. They exceed seller and buyer expectations without a hint of a hard sell, even though they will, and profiling their clients has a lot to do with it.

Profiling is about relationship building, getting to know a customer by asking the right questions, listening, and taking brilliant notes, in order to build trust. Trust in a client/builder relationship is like using Builders Bog. It bonds different elements together better than anything else.

Unlike Builders Bog, trust can not be bought off the shelf; as the old saying goes “you have to earn it”. You have to prove you have their best interests in mind by asking questions with the intention to understand.

A good realtor who knows a buyer’s preference (ultimate home location, single story or multi, phone call or email) and their reality (cat/dog, kids/not, challenges/triumphs) is also really good at staying connected.

I know an agent who sends cards and not just at Christmas and birthdays. He stays in contact, like an old friend who you see every so often but can pick up the relationship where you left off. He connects and keeps connected, regardless of the buy/sell status, staying top of mind.  He gets away with keeping in touch because he knows what matters to his prospects/client, what they want to talk about, and connects on their level. And he keeps all this valuable information (data) in a tidy database.

Start your profiles from the very first meeting or phone call. Along with the standard name, site address, contact details, use the following five questions taken from my mentoring program for builders to get you on the right path to a genuine connection.

5 Questions Every Builder Should Ask

Now some of these questions may seem like an obvious call to action, but I promise, the more you show genuine interest in the needs of your potential client by asking the right questions the better chance you have of making a connection and clinching the deal.

Next time you meet with a new client for a quote make these your very first questions. Leave the talk about you, your team and experience for another time, like in a follow-up email.

Let your client be heard and be sure to take a note pad and pen to jot down all the valuable information your new client will be sharing with you to make that meeting a sale.

Question 1: What are you looking to do? (reno, new build, knock down – rebuild extension…)

Question 2: Ideally, when would you like to finish this project by?  Why is that?

Question 3: Tell me what other experience you have had with building or renovating?

Question 4: What stage of planning are you at? (Researching, engaged an architect, council approval, finance is approved)

Question 5: If price were no object, how would you choose the best builder for your job?  

Asking the right questions is the first step to gathering the vital information your customer needs you to hear. Be sure to build that information into your client profile, and before you know it, just like a savvy real estate agent or marketer, you will be increasing your cash flow without any hard sells.


I created The Builder’s Edge™ after the relationship with my builder, who was doing my renovation, fell apart. It bothered me so much that I created a communication program for builders that I knew would help them build rock solid relationships, on and off site, and ultimately increase their bottom line.

The Builders Edge was designed in consultation with builders, consumers, contractors, architects, and many other industry experts then combined with my 20 years of work as a Communications Specialist.

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