Zeigarnik effect in real estate

In psychology, the Zeigarnik Effect* states that people remember uncompleted or interrupted tasks better than completed tasks. Here’s how real estate agents can put that effect to good use with client interactions:

  • The end of a real estate transaction should not be viewed as a completed task. Rather, adopt a mind-set that the task is never completed.
  • Today’s consumers are conditioned to receiving many touch points before and after a transaction. Stay in touch, and stay relevant.
  • Establish a goal such as “I want to have a wonderful and productive life in real estate.” Doing so will put you in constant flow to an ongoing task.
  • The result of a never-ending set of client relationship tasks will feed a perpetual sales pipeline.
Source: Eric Bryn, speaking at Inman Tech Connect, New York, February 2018.
*Bluma Zeigarnik was a Soviet psychologist and psychiatrist who observed the effect of interruption on memory processing in 1927.

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