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What’s in a DiSC?

by Stephanie Sims

Michael LaFido gives his potential clients questionnaires and a DiSC profile to fill out – this not only ensures the clients are serious about working with him, but also helps gauge how he should work with them. Here’s a quick overview of how a DiSC profile could help you.

The “High D” Client – “D” Stands For Driven

This client is direct, decisive, has high ego strength, and is a problem solver, risk taker and self starter. They are motivated by new challenges, take risks and make decisions, and like freedom from routine and mundane tasks.

How To Apply This To Real Estate

A “D” personality type is a more demanding personality. If you can’t find them a house they like quickly, they will move on to another agent. If you don’t communicate directly and to the point with them, they’ll probably get frustrated with you pretty quickly and move on without thinking twice. When working with a strong “D” personality type, they must make their own decisions and agents should just provide them information. They are focused on the future and base the relationship on results, not methods. They prefer direct and to-the-point conversations and focus on the bottom line of the transaction.

The “High I” Client – “I” Stands For Influence

An “I” personality type is enthusiastic, trusting, optimistic, persuasive, talkative, impulsive and emotional. They are motivated by flattery, popularity and a friendly environment, and they prefer to not control details or big decisions.

How To Apply This To Real Estate

A high “I” personality is very creative in problem solving and they prefer to rely on instincts rather then data when making decisions. When buying real estate “I” personality types are looking for a cute home they can talk about with friends and family. They don’t like to sweat the details of the transaction – they would rather become acquainted with the neighbors and talk to them about social events. Understand how they process data; they rely on their emotions and intuition. They may take a longer time to make a decision, and agents must be patient.

The “High S” Client – “s” Stands For Steadiness

An “S” personality type is a good listener, team player, possessive, steady, predictable, understanding, friendly and very loyal. They are motivated by dependability, safety and security, and don’t like sudden changes. They prefer for tasks to be started and finished, and don’t like unfinished activities.

How To Apply This To Real Estate

When buying real estate, “S” personality types will be very slow and steady before making a decision. They want to look at every home on the market just to be sure they aren’t missing something. When searching for homes, an “S” will always be on time, so schedule appointments with plenty of notice; they won’t like it if they have to change anything. If you can show them you are trustworthy, they will be loyal for life. An “S” will internalize their decisions and seem open at the same time.

The “High C” Client – “C” Stands For Compliance  

A “C” personality type is accurate, analytical, conscientious, careful, precise and systematic, with very high standards.

A “C” personality type is motivated by high standards of quality, limited social interaction, detailed tasks and logical organization of information.

How To Apply This To Real Estate

When buying real estate, a “C” personality type will analyze every detail. They want hard data sets, actionable information, pros and cons, and they will check up on everything an agent says – they take nothing at face value. A “C” likes information to make decisions on their own, and they won’t talk much during a showing. Instead, they will go home and analyze all the data provided, research on their own and come to a conclusion based on numbers, not emotion. Give them as much data as possible; always be prepared with statistics, neighborhood demographics and school scores. They like to know both pros and cons of any decision, and if they perceive risk, they will be critical of making any fast decisions.

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