Personality Type Selling: Using a DISC Test Evaluation

By Mark Lemmons  I  August 29, 2022

As a realtor, you’re in the business of making and keeping good relationships with your clients. If you’ve had any experience, you know clients come in all shapes, sizes, and personality types. The array of different personalities you might be working with can make navigating your deals challenging as you move from client to client throughout your work days. You can’t just copy and paste your communication from one client to the next. I recommend using the DISC assessment to understand your clients and know how they respond best so that you can cater your messages to suit their unique personality type. Keep reading for a breakdown of the DISC test that will help you see why it can be so useful to you.
What is it?

The DISC test is a short 24 question assessment, taking only about 10 minutes to answer. “DISC” gets its name from the four personality types it covers: Dominance, Influence, Steadiness, and Compliance. Through a series of detailed questions, the test identifies the intensity of these four personality types in its subjects. Most people who take the assessment will find they are a combination of at least two of these characteristics. There are 41 possible DISC style blends a person can come out with after taking the test.

It’s important to note that every outcome of a DISC test is as equally valuable as the next. None are superior to the others. The assessment does not convey intelligence, abilities, success, or limitations. Rather, the results express preferences and indicators of where a “comfort zone” might be. Each style discovered at the end of a DISC test describes unique areas of strength and weaknesses that can provide you with a robust understanding of your client’s personality. Let’s review each style as they would relate to your clients.

D Style – Dominance

The D style is task-oriented, focused on making things happen. These clients will be focused on getting to the bottom line as quickly as possible with a desire to take action immediately. Your D style clients will also typically be uninterested in small talk, and sometimes might even exhibit characteristics that are demanding or impatient. You can communicate best with these clients by:

“Cutting to the chase”
Laying out the facts without much emotional appeal
Demonstrating your own focus and efforts in “making it happen”
Discussing the “what” with greater weight than the “how”
Leading conversations by discussing the result first

I Style – Influence

These clients are people-oriented individuals who love to socialize and build relationships. Unlike the D style, they might spend too much time with small talk. So much so that you might think they’re more interested in getting to know you on a personal level instead of finding a home! They also tend to have a heavy focus on what others think of them. Tailor your communication to these clients by:

  • Finding ways to genuinely admire them and vocalize it
  • Asking and answering appropriate personal questions
  • Embracing idol chit chat when time allows
  • Discussing characteristics of a property and relating it to specific things about them that you have learned

S Style – Steadiness

A client who is practical, reserved, dependable, and friendly makes up the S style. These clients are going to be good at weighing the costs with the benefits of the properties they’re interested in. They want to do their homework to know what they’re getting into, as well as hear your opinion since they are team-oriented. You can expect lots of intelligent, practical questions from these clients. You’ll be able to be communicate with your S style clients by:

  • Interacting in a friendly and sincere way
  • Providing them ahead of time with detailed research and facts on a given property
  • Encouraging them to do their own research before committing to a desired location, property type, etc.
  • Actively listening to them communicate their thought process of the costs and benefits of different properties

C Style – Compliance

If you’re getting questions about a home you’ve never even thought about, you’re probably working with a C style client. These clients are all about the details, and only make decisions based on evidence. They will seem skeptical of recommendations you might have until they have the evidence for themselves that they need to make a decision. These clients need:

  • Your patience and consistency in communication
  • You doing your research on properties before showings
  • Professionalism in “cutting to the chase” and not spending too much time on small talk

The Benefits of the DISC Assessment

Imagine understanding what makes your clients “tick.” Think of all the time and energy you would save by being proactive in your approach with them based off of the DISC assessment. Not only will you gain a better understanding of your client, but your client will appreciate your desire to know them well and communicate with them according to their specific needs. That’s why I recommend using the DISC test. It’s simple, effective, and sure to help you close the deal. It’s a win-win for all parties!

Innermetrix has a great test available online for those interested in finding out their DISC type. Click here to take the test. And for more helpful tips with all things real estate, check out my website: here. You’re sure to find numerous articles to help you hone your craft as a real estate agent. I’ve been in the business for more than ten years and I love helping others grow their businesses and achieve their real estate goals.

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