There are really two different mindsets in sales when it comes to attracting and converting business. You’ve got the hunter mindset and the farmer mindset. 

Which one do you have? And what mindset do you need to succeed as a real estate agent?

Keep reading because there’s something at the end that might just blow your mind. 

Hunter Mindset

Hunters are typically fast learners. They’re independent, adaptable, and good at reading people and situations. They know they’ll encounter many personalities, so they make it a priority to learn how best to communicate with any personality they meet. 

Drawing from the DISC profile, a good hunter is typically ambitious, assertive, and friendly. Being polite is a necessity for real estate professionals. And when it comes down to it, an elite hunter will ask for the order. 

One of the things hunters are really strong at is nurturing a lead because 79% of marketing leads that are generated never convert into sales. And lack of lead nurturing is one of the common causes of that poor performance.

Typically, hunters can grab the attention of a new customer, client, or prospect. They can be adept at standing out from all the other folks who might be chasing this prospect or trying to convert that prospect and sell their value. 

Generally speaking, a hunter is focused on developing their skill with— 

  • Prospecting
  • Identifying the right targets
  • Getting a customer’s attention
  • Networking
  • Differentiation

Farmer Mindset

A farmer is geared toward relationship building and customer service—also a strong characteristic. 

Farmers find it easier than most to relate to and recognize people that need attention. They also tend to be more analytical, precise, and pragmatic. And they enjoy solving problems. 

A farmer will consider the client’s needs and desires and want to make sure they’re always being nurtured. Being a good farmer means you’re— 

  • Providing customer support
  • Communicating
  • Looking for the next big opportunity
  • Building and maintaining strong relationships

Typically, farmers are able to retain and maintain their current clients. They’re also able to show their value proposition and communicate it to all the relevant parties.

The problem with being just one or the other

It sounds like there are two ways to do this, but there’s a challenge: If you only have hunter characteristics, you might find yourself with a client retention problem. You’re always finding new business, and customer relationships can suffer. 

Eighty-two percent of clients in the US say they stopped doing business with the company due to poor customer service

So you need folks that are going to build relationships or need to have somewhat like the characteristics of a farmer as well to continue to build relationships. 

If you only exhibit farmer characteristics, you’re going to find yourself unable to fill your pipeline and not have any new growth. 

Often farmers go above and beyond with their current business, and they don’t look for new opportunities. A typical business in the U.S. might lose 15% of its customers each year, and 27% of U.S. small businesses estimate that 11% to 20% of first-time customers don’t return. 

The hybrid mindset 

Here’s what you want to do. There’s a third option, which we’ll call the hybrid mindset. 

A hybrid is someone who needs to find new folks and maintain them. They use the farmer characteristics as well as the hunter characteristics. 

This is a challenge because people usually fall into one of two buckets. The salesperson is typically going to focus on the skills associated with a hunter versus a farmer because that’s where they feel most comfortable. 

But if you can get outside your comfort zone and time block and adapt and say, “Hey, I need to not only constantly find new business, but also spend time maintaining my current relationships,” all of a sudden you become the top 1% of 1%. 

If you have that hybrid mindset and you’re building relationships with people and maintaining them—along with time blocking and spending time going out and finding new business—that’s the kind of person that can be wildly successful. 

Think about this as you evaluate your business and the way you operate as a real estate professional. 

There’s always room for growth.