One Size Does Not Fit All: Selling Homeownership Through Your Client’s Personality Lens
Not everyone immediately sees the value of homeownership. When a REALTOR® takes a one-size-fits-all approach to explaining the benefits of homeownership, they often miss the mark. And missing that mark can cost the REALTOR® deals!
Every personality type has different motivations. They each have different priorities. Trying to show the value to every homeowner the same way is a huge misstep that can also lose the trust of the buyer.
Making a statement such as “Marry the house. Date the rate.” is an instant red flag to a Cautious “C” personality. They base decisions on data and facts. When someone who is supposed to be a real estate professional makes a statement based solely on opinion, trust is lost.
So the question becomes, what matters to each personality type regarding home ownership? What DO they need to hear a REALTOR® say to trust them? Here are some insights that can result in more deals closed for the REALTOR® who chooses to have personality-based conversations with their potential clients.
Quick Reference Comparison Table
| Personality Type | Primary Motivation | Key Resource / Data Source | Powerful Insight to Share |
| Dominant “D” | Wealth and Leverage | Federal Reserve Survey of Consumer Finances | Median homeowner net worth is 40x that of renters ($396,200 vs. $10,400). |
| Inspiring “I” | Status and Lifestyle | NAR Social Benefits of Homeownership Study | Highlights overall happiness, self-esteem, and community involvement. |
| Supportive “S” | Family and Security | Urban Institute Data | Housing stability reduces parental stress and improves educational continuity for children. |
| Cautious “C” | Data and ROI (Risk Mitigation) | Equity Amortization & Appreciation Benchmarks | Builds $6,800 to $10,000 average annual net wealth through principal reduction and appreciation. |
Dominant “D” types: Driven by Wealth and Leverage
Dominant “D” personality types want to know they are setting themselves up for success. A valuable resource to share with this personality type is the
Inspiring “I” types: Driven by Status and Lifestyle
Inspiring “I” personality types care about lifestyle, status, and social connection. This is the personality type that appreciates the insights contained in the
Supportive “S” types: Driven by Family and Security
Supportive “S” personality types care about peace of mind and making the best decisions for their family. Sharing the
Cautious “C” types: Driven by Data and ROI
Cautious “C” personality types value data that supports how homeownership is a solid investment, both now and in the future. For this personality, break down the $6,800 to $10,000 average annual net wealth built through equity amortization and historical appreciation. This satisfies their need for information that mitigates risk.
When you use the GLOW Connection Method™ powered by DISC, you stop throwing generic statistics and statements at the wall, hoping something sticks. Instead, you speak directly to what your client needs to create connection, build trust, and move forward with you as their REALTOR®.
Which of these four personality types do you find yourself working with most often right now? Let’s discuss in the comments!Want to Deepen Your Personality Intelligence?
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About the Author
Angel Tucker, CSP
The Personality Speaker & Expert Personality Profiler
Angel Tucker, CSP, shows sales and leadership teams how to create connection and build trust using her GLOW Connection Method™ powered by DISC. She frequently speaks for Associations and Conferences across North America. Watch